Stubai Tirol

What Stubai Tirol does

Tourismusverband Stubai Tirol is the statutory tourism association for the Stubai Valley in Tyrol, Austria, serving five municipalities (Neustift, Fulpmes, Telfes, Mieders, Schönberg) and operating as a destination marketing and booking platform under the consumer brand stubai.at. The organization coordinates the valley's tourism economy around four interconnected mountain cable car areas — Stubaier Gletscher (Austria's largest glacier ski area, accessible within 45 minutes of Innsbruck), Schlick 2000, Elferbahnen, and Serlesbahnen — and a network of 731+ verified accommodation providers. Its core technology stack comprises a 7-language digital platform (German, English, Italian, Polish, Czech, French, Dutch) with an integrated accommodation booking engine (Deskline), real-time facility and weather status, a digital guest card (Stubaier Gästekarte), and the mystubai digital vacation companion app. Webcams and weather data are sourced from Feratel, Panomax, and Geosphere Austria.

The business model combines transaction-fee revenue (booking commissions on 731+ accommodations, ski pass distribution across four areas and the 12-area SKI plus CITY Pass, experience and activity ticket sales through the e-commerce shop) with recurring subscription revenue from tourism operator membership fees and quality certification (Edelweiss). The STUBAI SUPER CARD is the central conversion mechanism, bundling free transport, mountain railway access, and partner benefits for guests staying at participating accommodations. Distribution is omnichannel: direct-to-consumer via the multilingual website and shop, B2B2C through 731+ accommodation partners, on-site ticket offices at each ski area, integration with VVT regional transport and Stubaitalbahn, and cross-selling via Innsbruck Tourismus for the SKI plus CITY Pass.

Customer segments span winter sports enthusiasts, summer outdoor travelers, families (BIG Family program with free ski passes for under-10s), cultural event attendees (Musiksommer, Stubaier Almklang, Almabtrieb), the Innsbruck day-trip market, and a B2B workforce segment via the Stubai Team Card. Marketing operates through owned digital channels (stubai.at, Stubai Blog, social media, email newsletter, Stubai TV), paid acquisition (Google Ads, Meta), signature event programming (Stubai Ultratrail, Kalkkögeltrail, Stubai Wild Ride), and international tourism trade fair participation. Strategic partnerships include Innsbruck Tourismus, Swarovski Kristallwelten, VVT, Geosphere Austria, Pininfarina (Eisgratbahn cabin design), Feratel, and Panomax.

Name

Stubai Tirol

Legal name

Tourismusverband Stubai Tirol

Website

https://stubai.at

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Alpine Destination Tourism

NAICS

Skiing Facilities (71392), Tour Operators (561520), Travel Agencies (561510)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Ski Areas & Lift Operations (Independent Mountains) (THAAAJAB)

akta.pro secondary industries

Winter Activity & Experience Operators (Ice Climbing, Dog Sledding, Fat Biking, Ice Skating) (THAAAJAJ), Adventure & Expedition Multi-Day Tour Operators (THAKADAD)

Keywords

• Alpine tourism services
• Destination management organization
• Ski lift operations
• Guest card programs
• Accommodation booking platform

Headquarters

HQ city

Neustift Im Stubaital

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation Booking Commission & Platform Fees: The TVB operates an online booking platform connecting guests with over 731 verified accommodations in the Stubai Valley. Revenue is generated through booking facilitation and partnership fees with accommodation providers.
2. Ski Pass & Lift Ticket Sales: Sale of ski passes across four ski areas (Stubaier Gletscher, Schlick 2000, Elferbahnen, Serlesbahnen) including the unified Stubai Skipass (from 4 days) covering all four areas, and the SKI plus CITY Pass combining 12 ski areas with city experiences in Innsbruck.
3. Experience & Activity Tickets: Direct sales of experience vouchers (Erlebnisse), summer tobogganing, bike transport, and adventure activities through the online shop.
4. Marketing & Membership Services to Tourism Operators: Annual membership fees and service charges to local tourism businesses (accommodation providers, restaurants, activity operators) for inclusion in the TVB's marketing platforms, distribution of the STUBAI SUPER CARD and BIG Family programs, and quality assurance programs (Edelweiss certification).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Tourismusverband Stubai Tirol operates as the official destination management organization for the Stubai Valley, marketing and selling alpine tourism experiences including accommodation bookings, unified ski passes across four ski areas, and bundled guest cards covering lifts, public transport, and attractions. The organization aggregates 731+ accommodation providers and numerous experience partners under a single destination brand, generating revenue through ski pass sales, guest card distribution, experience ticket sales, and accommodation booking commissions.

Product overview

Stubai Tirol is a comprehensive tourism destination platform operated by the Tourismusverband Stubai Tirol, offering a portfolio of interconnected services centered around the Stubai valley in Tyrol, Austria. The core offering consists of four distinct mountain/cable car areas (Stubaier Gletscher, Schlick 2000, Elferbahnen, Serlesbahnen) which visitors access through various card and pass products. The Stubai Super Card serves as the primary guest card providing inclusive benefits, while the Stubai Skipass unifies access across all ski areas. Additional products like the Ski Plus City Pass extend the offering to 12 ski areas plus urban attractions in Innsbruck. The Stubai Team Card serves tourism employees, and various activity-specific cards support sledding, hiking and winter sports. The platform enables accommodation booking across 731+ verified properties and provides comprehensive visitor services including transportation, events, and activity management.

Differentiator

Problem solved

Functional benefit

Brands

• STUBAI SUPER CARD: Guest card offering inclusive services and bonus benefits for guests staying at partner establishments
• Stubaier Gästekarte
• STUBAI SKIPASS
• STUBAI ULTRATRAIL
• Kalkkögeltrail
• Stubai Wild Ride
• BIG Family Stubai
• Stubai Team Card

Quantifiable outcome

• Ski season extends from October to May, among the longest in the Eastern Alps
• +2 more outcomes

Segments6 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Freizeitticket TirolminorChannel Partner/ Reseller/ DistributorSerlesbahnen is a partner of Freizeitticket Tirol, a regional leisure ticket program allowing holders to access multiple Tyrolean leisure attractions and transport routes with a single card.
• Snow Card TirolminorChannel Partner/ Reseller/ DistributorSnow Card Tirol is accepted at Serlesbahnen, allowing card holders to use their multi-area Tyrolean ski pass at Stubai Valley ski areas.
• Swarovski KristallweltencoreGTM or Marketing PartnerThe SKI plus CITY Pass Stubai Innsbruck includes free entry to the world-famous Swarovski Crystal Worlds as one of its 22 city lifestyle and cultural offerings in and around Innsbruck.
• Innsbruck TourismuscoreGTM or Marketing PartnerInnsbruck Tourismus co-markets the SKI plus CITY Pass alongside the four Stubai ski areas and 10 other ski areas in the greater Innsbruck region, providing pre-sale points and joint marketing for the combined ski-plus-city product.
• Bergbahnen Stubaier Gletscher, Axamer Lizum, Skiregion Kühtai, Hochoetz, Muttereralm, Innsbrucker Nordkettenbahnen, Patscherkofelbahn, Oberperfuss Rangger Köpfl, GlungezercoreStrategic or Co-development PartnerThe SKI plus CITY Pass is a joint product of 12 ski areas across the greater Innsbruck region, enabling a single pass to cover all participating areas. The Stubai valley contributes 4 of the 12 ski areas (Stubaier Gletscher, Schlick 2000, Elferbahnen, Serlesbahnen).
• 731+ Verified Accommodation Providers (Accommodation Partners)coreChannel Partner/ Reseller/ DistributorOver 731 accommodation providers in the Stubai Valley operate as the primary physical distribution channel for STUBAI SUPER CARD, Stubaier Gästekarte, and package bookings. Partners receive listing on the TVB's multilingual booking platform, quality certification access, marketing support, and access to the Stubai Team Card employee benefit program.
• VVT (Verkehrsverbund Tirol) — Regional Bus & RailwaycoreTechnology or IntegrationIntegration with Tyrol's regional public transport network. The STUBAI SUPER CARD and Stubaier Gästekarte enable free travel on VVT Regiobus Line 590 (Schönberg to Mutterberg) and Stubaitalbahn between Fulpmes and Innsbruck, supporting the valley's 'free arrival' messaging.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• Tirol Werbung: State-level tourism board for the State of Tyrol — not a direct competitor but drives regional marketing that supports Stubai's inbound demand and is a key ecosystem participant for the Stubai SUPER CARD and quality initiatives.

Emerging players

• Silvretta Montafon Bergbahnen: Vorarlberg-based ski area operator and destination marketing entity with regional ski pass and integrated booking — comparable Tyrolean/Alpine accommodation-and-ski product at slightly smaller scale.

Regional players

• Seefeld Tourismus: Tourism association for the Seefeld plateau in Tyrol, with cross-country skiing, winter hiking, and multilingual booking platform — comparable destination management function with a different seasonal mix.

Direct peers

• Sölden Tourismus: Tourism association for Sölden in the Ötztal, a glacier-equipped ski destination with multi-area ski pass, summer hiking, and year-round branding — direct competitor for glacier-ski and Innsbruck-proximity demand.
• Tourismusverband Mayrhofen-Hippach (Zillertal): Regional tourism association for the Zillertal valley in Tyrol, operating a multi-area ski destination (Zillertal Arena, Mayrhofen, Hintertux) with bundled lift passes, accommodation booking, and similar DACH visitor mix — directly comparable scale and product structure.
• Saalbach Hinterglemm Leogang Fieberbrunn Tourismus: Regional tourism association for the Skicircus Saalbach Hinterglemm Leogang Fieberbrunn region, one of the largest interconnected ski areas in the Alps with a unified skipass and accommodation booking — highly comparable in scale and product structure.
• Tourismusverband St. Anton am Arlberg: Tourism association for the Arlberg ski region (St. Anton, Lech, Zürs), operating a combined ski pass and accommodation booking platform with similar Alpine demand structure — comparable destination and product mix.
• Tourismusverband Kitzbühel: Destination management organization for the Kitzbühel ski region, offering unified ski passes (KitzSki), accommodation booking, and lifestyle/event programming — directly comparable Tyrolean destination marketing association.

Broad incumbents

• Ski amadé: Multi-region ski alliance in the Salzburg/Styria area combining 5 ski regions, 270 lifts, and a single ski pass — broader incumbent that competes with Stubai for German-source winter tourism.
• Innsbruck Tourismus: Urban destination marketing organization and active SKI plus CITY Pass co-marketing partner. Comparable in DMO function but broader in scope (urban + 12 ski areas), making it a strategic partner and partial competitor for mountain-daytrippers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/stubai
• YouTubeyoutube.com/channel/UCzQYzl5JcKP5c52Ir_O4dIQ
• Facebookfacebook.com/stubai.tirol
• LinkedInlinkedin.com/company/tourismusverband-stubai-tirol
• Instagraminstagram.com/stubai

Revenue estimate

Valuation estimate

Number of profiles

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 Stubai Tirol