Bad Reichenhall

What Bad Reichenhall does

Bad Reichenhall Tourismus & Stadtmarketing GmbH (BRM) is the official destination management organization and city marketing company for Bad Reichenhall, a Bavarian Alpine spa town. The organization is registered as a German GmbH (HRB 16125, Amtsgericht Traunstein), operates from a single headquarters and Tourist-Info office in Diana Passage (Heilingbrunnerstraße 2, 83435 Bad Reichenhall), and is led by Managing Director Ursula Friedsam. BRM drives tourism for the city through digital marketing, event coordination, and visitor services, serving individual travelers (wellness, outdoor, cultural, MICE segments), SMB accommodation providers, and local businesses.

The company's core technology is a web-based destination management platform anchored by the consumer portal bad-reichenhall.de, a dedicated accommodation booking engine (buchen.bad-reichenhall.de) powered by Holidu Smart Destination covering approximately 180 properties, an Online-Schaufenster digital marketplace for local businesses, a Wander-App for hiking, a Veranstaltungskalender event calendar with ticketing, and a Gesundheitsfinder health services locator. A proprietary sustainability certification, the NachhaltigkeitsZEIGER, scores accommodation providers on environmental practices. Distribution spans direct-to-consumer digital (website, booking, WhatsApp, newsletter, social), physical (Tourist-Info, telephone hotline MO-FR 09-20 / SA-SO 10-14), B2B channels (Kongresse/Feiern, GO Magazin, B2B Tourismus), and partner networks (Berchtesgadener Land municipalities, Bergerlebnis Berchtesgaden regional brand).

BRM generates revenue through a diversified mix: a Kurtaxe tourist tax (3.50 EUR per adult per night, children under 18 exempt) bundled with the Gästekarte guest card providing free public transport and attraction discounts; booking commissions on the accommodation portal; B2B marketing services including Online-Schaufenster listings and GO Magazin advertising; and event/congress marketing revenue. The destination's competitive positioning rests on the Alpensole (Alpine brine) therapeutic resource, 1,200 years of salt production heritage, UNESCO Biosphärenregion Berchtesgadener Land designation (840 km², ~106,500 residents, 15 municipalities), proximity to Salzburg (~17 km), and access to Berchtesgaden National Park with Watzmann and Königssee.

Name

Bad Reichenhall

Legal name

Bad Reichenhall Tourismus & Stadtmarketing GmbH

Website

https://bad-reichenhall.de

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Bad Reichenhall Tourismus & Stadtmarketing GmbH is the official destination management organization for Bad Reichenhall, Bavaria, operating a tourism portal, accommodation booking platform for ~180 properties, digital marketplace, and event calendar to promote the Alpine spa town to wellness, outdoor, and cultural travelers.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

F&B Experiences & Group Dining (Restaurant Buyouts, Tastings, Catering Coordination) (THAHADAI)

akta.pro secondary industries

Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), FIT & Private Tour Operators (Customized Day Tours) (THAKAEAC), Vacation Rental Maintenance & Vendor Management (BPAJAIAM)

Keywords

• Destination management services
• Tourism marketing
• Accommodation booking
• Visitor information
• Alpine wellness tourism

Headquarters

HQ city

Bad Reichenhall

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Tourist Tax (Kurtaxe/Gästekarte): Bad Reichenhall collects a Kurtaxe (tourist tax) from overnight visitors, currently 3.50 EUR per adult per night (children under 18 exempt). This tax is bundled with a guest card (Gästekarte) that provides free public transport and discounts on local attractions and services. The tourist tax is a primary source of municipal tourism revenue.
2. Tourism Marketing & Event Management: Bad Reichenhall Tourismus & Stadtmarketing GmbH (BRM) operates as the destination management organization (DMO) for Bad Reichenhall, generating revenue through marketing activities, event organization, congress and conference hosting, and promotional services. Revenue supports the organization's operations and the broader city's tourism ecosystem.
3. Online Booking Commission: The online accommodation booking portal (buchen.bad-reichenhall.de) operated by BRM likely generates commission revenue from property bookings facilitated through the platform.
4. Prospect & Marketing Services: BRM sells promotional services to local businesses, including listings in the Online-Schaufenster, advertising in GO – Das Alpenstadt Magazin, and other B2B tourism marketing services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Bad Reichenhall Tourismus & Stadtmarketing GmbH operates as a destination management organization (DMO) for the Bavarian Alpine spa town of Bad Reichenhall. It provides visitor information, accommodation booking services via buchen.bad-reichenhall.de, event management, congress services, city marketing, and digital marketing platforms to promote tourism. The organization also operates the Online-Schaufenster, a digital marketplace aggregating local shops and service providers.

Product overview

Bad Reichenhall operates a unified tourism destination platform consisting of a comprehensive tourism website and an accommodation booking system. The core offering includes the official tourism portal (bad-reichenhall.de) which provides visitor information about the Alpine city including nature, health, culture, and events, integrated with an accommodation booking platform powered by Holidu Smart Destination offering 180+ properties. Supporting products include the NachhaltigkeitsZEIGER sustainability certification system for eco-friendly accommodations, an Online Schaufenster digital marketplace for local businesses, a Wander-App mobile hiking application, a Veranstaltungskalender event calendar with ticket booking, and a Gesundheitsfinder health services locator. The platform also provides tourist information services including consultation, brochures, and digital communication channels.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Approximately 180 accommodation options listed across the destination
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• UNESCO Biosphärenregion Berchtesgadener LandcoreStrategic or Co-development PartnerBad Reichenhall is a key municipality within the UNESCO Biosphärenregion Berchtesgadener Land (840 km², ~106,500 residents across 15 municipalities). The biosphere region designation provides Bad Reichenhall with a globally recognized sustainable tourism brand, environmental protection framework, and cross-regional marketing platform. The partnership supports sustainable destination management, nature-compatible tourism, and regional economic development.
• PredigtstuhlbahncoreStrategic or Co-development PartnerThe Predigtstuhlbahn (cable car) is Bad Reichenhall's iconic landmark attraction and key outdoor tourism asset. BRM partners with the Predigtstuhlbahn for joint promotion of the 'house mountain' experience, combining Alpine nature, panoramic views, and year-round outdoor activities. The Predigtstuhlbahn is marketed as part of Bad Reichenhall's core attraction portfolio.
• Spielbank Bad Reichenhall (Bavarian State Casino)coreStrategic or Co-development PartnerThe Spielbank (casino) Bad Reichenhall is listed as a key cultural attraction and partner of Bad Reichenhall Tourismus. Located in the spa district, the casino contributes to Bad Reichenhall's evening and entertainment offering, attracting visitors who combine wellness, culture, and gaming experiences.
• Bad Reichenhaller Alpensalz (Südwestdeutsche Salzwerke AG)coreStrategic or Co-development PartnerBad Reichenhaller Alpensalz is Bad Reichenhall's signature food product, rooted in 1,200+ years of local salt production heritage. The salt brand is produced by Südwestdeutsche Salzwerke AG from Bad Reichenhall's Alpine brine and marketed alongside Bad Reichenhall's tourism identity. The partnership reinforces the destination's unique natural resource (Alpensole) and cultural heritage.
• Bayerisches Staatsbad Bad Reichenhall / Bayerische Gmain GmbHcoreStrategic or Co-development PartnerThe Bavarian State Spa (Staatsbad) entity is responsible for the state's therapeutic and spa infrastructure in Bad Reichenhall. BRM collaborates with Bayerische Gmain GmbH on shared destination marketing, health tourism development, and the management of public spa facilities including the Königlicher Kurgarten and historical cure infrastructure.
• Lagubo (Latschenkieferpastillen)minorStrategic or Co-development PartnerLagubo is a local manufacturer of Alpine pine (Latschenkiefer) throat lozenges and wellness products rooted in Alpine herbal traditions. Listed as a partner on the Bad Reichenhall tourism website, Lagubo represents the destination's local production heritage and natural wellness products.
• Berchtesgadener Land Wirtschaftsservice GmbHminorStrategic or Co-development PartnerThe economic development service for the Berchtesgadener Land district supports regional businesses, investment, and economic growth. BRM collaborates with this entity on B2B tourism marketing and broader regional economic initiatives.
• RUFO – Reichenhaller Unternehmerforum e.V.minorStrategic or Co-development PartnerThe Reichenhall Entrepreneur Forum (RUFO) is a local business network bringing together entrepreneurs and businesses from Bad Reichenhall. BRM works with RUFO on shared economic and marketing initiatives benefiting the local business community.
• Berchtesgaden (and Regional Municipalities)minorChannel Partner/ Reseller/ DistributorBad Reichenhall is linked with neighboring Berchtesgadener Land municipalities (Berchtesgaden, Berchtesgaden-Oberau, Bischofswiesen, Ramsau, Schönau a. Königssee, Anger, Piding, Teisendorf, etc.) as part of the regional tourism network, enabling cross-selling of destinations and integrated travel packages.
• Bergerlebnis Berchtesgaden (Regional Tourism Brand)minorChannel Partner/ Reseller/ DistributorBad Reichenhall is cross-promoted under the Bergerlebnis Berchtesgaden regional tourism brand, which encompasses the broader Alpine destination area including the Watzmann, Königssee, and Berchtesgaden National Park. BRM benefits from shared marketing and visitor distribution through this regional brand platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tegernsee Tourismus: DMO for the Tegernsee Schliersee destination in Upper Bavaria. Closely mirrors BRM's mix of wellness, hiking, MICE and event-led programming with a similar Kurtaxe/Sparkassen-Karte tourist-tax structure.
• Garmisch-Partenkirchen Tourismus: DMO for a comparably sized Bavarian Alpine resort combining winter sports, hiking and wellness. Operates a parallel booking platform, tourist office and event programme — directly comparable operating model and customer mix.
• Berchtesgadener Land Tourismus: DMO for the neighbouring Berchtesgadener Land district within the same UNESCO Biosphärenregion. Closest structural peer — same regulatory backstop, similar mountain-and-wellness proposition, overlapping partner hotels and event portfolio.
• Bayerisches Staatsbad Bad Reichenhall / Bayerische Gmain GmbH: State-owned spa infrastructure operator that shares the Bad Reichenhall cure gardens and RupertusTherme. Co-markets the wellness/offer with BRM and is treated as a strategic partner; functionally a peer within the same destination stack.
• Chiemsee Tourismus: DMO for the Chiemsee/Chiemgau Alpine lake-and-spa destination in Bavaria. Similar portfolio (lake-based outdoor, wellness, family tourism) and DMO operating model with online booking portal and tourist office network.

Others

• Holidu: Provider of the Smart Destination booking engine that powers buchen.bad-reichenhall.de. Enables BRM's accommodation distribution but is not a destination competitor; classified as an enabling technology partner.
• Tourismus Akademie / Kohl & Partner: Consulting, training and benchmarking provider for DMO management in DACH. Not a competitor, but a thematic adjacent peer for shaping DMO strategy, sustainable-tourism certification and Kurtaxe monetisation.

Emerging players

• Outdooractive: Hiking, cycling and outdoor-route platform widely used by Alpine destinations and tourism regions. Competes partially with BRM's Wander-App for trail discovery, while also offering a partner channel for promoted tours.
• Komoot: Consumer-facing route-planning app for hiking and cycling. Overlaps with BRM's Tourenfinder and Wander-App on outdoor use cases, and is an emerging distribution channel that siphons discovery traffic from destination portals.

Regional players

• Tourismus Salzburg GmbH: Municipal tourism board for Salzburg, the dominant cultural destination ~17 km from Bad Reichenhall. Same DMO operating model (Kurtaxe, booking portal, event calendar, tourist office) but at materially larger scale and international brand reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AlpenstadtBadReichenhall

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bad Reichenhall