Zillertal Tourismus

What Zillertal Tourismus does

Zillertal Tourismus GmbH is the regional destination marketing organization for the Zillertal valley in Tyrol, Austria. Founded in 2005 and headquartered in Schlitters, the company operates as a private limited liability company (GmbH) with between 11 and 50 employees. Its core function is to promote the Zillertal valley as a year-round Alpine tourism destination spanning five sub-regions (Fügen-Kaltenbach, Zell-Gerlos, Mayrhofen-Hippach, Tux-Finkenberg, and the Hochgebirgs-Naturpark Zillertaler Alpen) and to coordinate marketing, product bundling, and digital commerce on behalf of the regional tourism economy.

The company's core commercial products are two seasonal passes: the Zillertal Activcard (summer), which bundles access to 10 summer cable cars, 6 outdoor swimming pools, and free regional public transport, and the Zillertaler Superskipass (winter), covering multiple ski areas in the valley. Supporting digital assets include the myZillertal mobile app for direct booking and a myFamily Adventure digital family pass. The technology stack is a conventional DMO platform combining a content website (zillertal.at), webcam and panorama feeds (feratel, Panomax), interactive maps (Contwise, intermaps), and a marketing and consent stack (Google Analytics, Matomo, Google Tag Manager, Facebook Pixel, TikTok Pixel, Adform, Cookiebot/Usercentrics, TrustYou). Revenue mechanics are a mix of recurring subscription/membership funding from a consortium of 15 regional cable car companies (Interessengemeinschaft der Zillertaler Seilbahnen) and transaction-based fees from Activcard sales, with multi-channel distribution via cable car stations, tourism offices, railway stations, partner hotels, and the app/website.

The customer base is primarily individual tourists and families, segmented into personas (families with children, outdoor enthusiasts, mountain bikers, winter sports enthusiasts, luxury/culinary travelers). Geographic focus is Austria, the broader DACH region (notably Germany), and Benelux (Netherlands), supported by dedicated EN and NL versions of the website. Notable commercial partnerships include a flagship relationship with Bundesliga club Werder Bremen (since 2011) for summer training camps, and marketing partnerships with Tirol Werbung, ÖBB, BMW, Almdudler, Segafredo, and Nox Cycles.

Name

Zillertal Tourismus

Legal name

Zillertal Tourismus GmbH

Website

https://zillertal.at

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Zillertal Tourismus GmbH is the regional destination marketing organization for the Zillertal valley in Tyrol, Austria, promoting year-round Alpine tourism and bundling summer and winter passes (Activcard, Superskipass) across five sub-regions for individual tourists, families, and international visitors from DACH and Benelux markets.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Services

NAICS

Tour Operators (561520), Skiing Facilities (713920)

SIC

Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

akta.pro secondary industries

National Park & Protected Area Tours (THAJAIAA), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Accessibility & Inclusion Services (ADA Access, Adaptive Programs, Multilingual Support) (THAAAGAJ)

Keywords

• Destination marketing services
• Tourism board operations
• Alpine tourism promotion
• Ski pass services
• Summer cable car tickets

Headquarters

HQ city

Schlitters

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism Promotion and Marketing: Regional tourism organization promoting Zillertal as a destination, funded by member tourism associations and cable car companies
2. Zillertal Activcard: All-in-one summer pass providing access to 10 cable cars, swimming pools, and public transport. Sold as 3, 6, 9, or 12-day cards for adults and children.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Zillertal Tourismus is the official regional destination marketing organization (DMO) for the Zillertal valley in Tyrol, Austria. It markets the alpine region to visitors and sells access products, primarily the Zillertal Activcard (a summer all-in-one ticket granting access to 10 cable cars, 6 swimming pools, and free public transport) and the Zillertaler Superskipass (a combined winter ski pass). The company also operates the myZillertal mobile app for booking experiences and the official zillertal.at destination website.

Product overview

Zillertal Tourismus is a destination marketing organization operating as a regional tourism company that offers a unified platform for summer and winter Alpine tourism experiences. The core product portfolio centers on two seasonal lift passes: the Zillertal Activcard (summer all-in-one ticket) and the Zillertaler Superskipass (winter ski pass). The Activcard provides access to 10 summer cable cars, 6 outdoor swimming pools, and regional public transport, while the Superskipass covers multiple ski areas. Supporting products include the myZillertal mobile app for bookings and navigation, myFamily Adventure digital family pass, the Hochgebirgs-Naturpark nature reserve with geological exhibitions, and accommodation booking services. The company also promotes events, partnerships (including Werder Bremen training camps), and outdoor activities such as hiking, biking, and skiing across the Zillertal valley in western Austria.

Differentiator

Problem solved

Functional benefit

Brands

• Zillertal Activcard: All-in-one summer season ticket providing access to 10 summer cable cars, free public transport, free entry to 6 swimming pools, and discounts at partner establishments. Valid from 23 May to 26 October 2026.
• Zillertaler Superskipass
• myZillertal
• myFamily Adventure

Products and services

• Zillertal Activcard

Quantifiable outcome

• Up to 10 cable cars accessible with one pass
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Werder BremenflagshipStrategic or Co-development Partner · 1 January 2011Since 2011, Werder Bremen Bundesliga football team has conducted annual summer training camps at Zell am Ziller. The partnership includes sponsor workshops, school trips organized by WERDER BEWEGT CSR brand, and WERDER Football School offerings. Zillertal provides the 'green and white' partnership with perfect training conditions in the mountain environment.
• Zillertaler Seilbahnen (Cable Car Companies)coreStrategic or Co-development PartnerThe Interessengemeinschaft der Zillertaler Seilbahnen represents 15 cable car companies operating in the Zillertal valley, including Hochfügen, Fügen Bergbahnen, Bergbahnen Skizentrum Hochzillertal, Zeller Bergbahnen, Schilift-Zentrum Gerlos, Mayrhofner Bergbahnen, Finkenberger Almbahnen, Tuxer Bergbahnen, Zillertaler Gletscherbahn, Gerlospass-Königsleiten-Bergbahnen, Hochkrimmler Seilbahngesellschaft, Duxeralm Seilbahnen, Plattenalm Seilbahnen, Rudolf Taxer Seilbahnen, and Oberpinzgauer Fremdenverkehrsförderungs- und Bergbahnen AG.
• Tirol WerbungcoreGTM or Marketing PartnerOfficial Tyrol tourism marketing partner providing regional marketing support and promotional resources.
• ÖBB (Austrian Federal Railways)minorGTM or Marketing PartnerPartnership for rail connectivity to Zillertal, with ÖBB trains accessible via Zillertal Activcard on the Zillertalbahn route.
• BMWminorGTM or Marketing PartnerAutomotive partner with logo displayed on Zillertal Tourismus website footer.
• AlmdudlerminorGTM or Marketing PartnerAustrian beverage partner with logo displayed on partnership page.
• RaB EquipmentminorGTM or Marketing PartnerPartner brand with logo displayed on partnership page.
• SegafredominorGTM or Marketing PartnerCoffee brand partner with logo displayed on partnership page.
• Nox CyclesminorGTM or Marketing PartnerElectric bike partner with logo displayed on partnership page.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Davos Klosters Mountains: Tourism organization for the Davos Klosters region in Graubünden, Switzerland. Directly comparable as an Alpine regional DMO marketing year-round mountain tourism, operating a unified lift pass, and positioning as a family-and-active-travel destination in a comparable valley scale.
• Kitzbühel Tourism: Destination marketing organization for Kitzbühel in Tyrol, Austria. Highly comparable as a premium Austrian ski and summer destination marketing body with an established brand, year-round lift pass product (KitzSki), and a strong DACH and international visitor mix.
• Val Gardena Dolomiti Tourism: DMO for Val Gardena in the South Tyrol/Dolomites. Comparable as an Alpine regional DMO in a neighboring cultural region, marketing summer hiking and winter skiing with a unified lift pass and international family-oriented positioning.
• Saalbach Tourism: Austrian regional DMO for the Saalbach Hinterglemm Leogang Fieberbrunn ski region. Directly comparable as another Austrian valley DMO selling a unified ski pass, marketing family-friendly and event-driven winter/summer tourism, with similar partnership-driven product bundling.
• St. Anton am Arlberg Tourism: Tourism organization for St. Anton am Arlberg in Tyrol. Comparable as an Austrian Alpine ski destination DMO with international brand recognition, a unified lift pass (Arlberg), and a mix of winter sports plus summer outdoor activities marketed through a single regional brand.
• Chamonix Mont-Blanc Tourism: Tourism organization for Chamonix in the French Alps. Comparable as an Alpine valley DMO marketing summer outdoor activities and winter skiing, with iconic natural assets (Mont-Blanc, glaciers) and an integrated multi-operator lift pass.
• Sölden Tourism: DMO for Sölden in the Ötztal, Tyrol. Comparable as another Tyrolean ski and glacier destination marketing organization operating a unified ski pass and leveraging glacier assets, with similar year-round positioning and an international marketing footprint.

Broad incumbents

• Tirol Werbung: The official state-level tourism marketing organization for Tyrol. Comparable as a parent-tier body that funds and coordinates regional DMOs including Zillertal; broader in scope, marketing the entire state of Tyrol rather than a single valley.
• Österreich Werbung: The national tourism board for Austria. Comparable as the umbrella national-level destination marketing organization that Zillertal partners with for international promotion; much broader scope than Zillertal's single-valley focus.

Emerging players

• Bergfex GmbH: Austrian-based outdoor tourism and weather platform aggregating ski resorts, hiking trails, and webcams across the Alps. Comparable as a digital tourism intermediary in the same Alpine outdoor market, though operating as a platform rather than a regional DMO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/zillertaltourismus
• Facebookfacebook.com/Zillertal.at
• Instagraminstagram.com/zillertal
• Pinterestpinterest.com/zillertal
• TikToktiktok.com/@zillertal
• Xx.com/zillertal_at

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 Zillertal Tourismus