Uri tourism

Name

Uri tourism

Legal name

Uri Tourismus AG

Website

https://uri.swiss

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Regional Tourism Services

NAICS

Tour Operators (561520), Tour Operators (56152), Historical Sites (71212)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Cultural Heritage & Historic District Tours (THAJAAAB)

akta.pro secondary industries

History, Heritage & Museum-Focused Study Tours (THAKAGAN), Culture, Heritage & Arts Itinerary Planning (THAKAOAK), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)

Keywords

• Regional tourism services
• Guided hiking tours
• Destination management organization
• Visitor information services
• Alpine experience tours

Headquarters

HQ city

Altdorf

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism Value Generation: The tourism industry in Canton Uri generates 240 million CHF in visitor spending and 184 million CHF in regional value added. Uri Tourismus serves as the coordinating body for this economic activity through visitor services, tour operations, and regional promotion.
2. Guided Tours and Experiences: Revenue from selling guided tours, experience packages, and group offerings including village tours, theater tours, food trails, and themed experiences throughout the Uri experience region.
3. Tickets and Vouchers: Sales of Uri Ticket, Tell-Pass, guest cards, GastroUri vouchers, cinema vouchers, and Central Switzerland vouchers providing commission-based revenue from partner services.
4. Guest Information Services: On-site visitor consultation and services at the Gästeinformation including public transport tickets, event tickets, and regional information provision.
5. Cause We Care Climate Program: Voluntary 1% climate contribution added to bookings with Uri Tourismus doubling the amount, with 75% directed to local sustainability measures and 25% to international myclimate projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Uri Tourismus AG is the regional tourism organization for Canton Uri that sells guided tours, themed scavenger hunts, culinary experiences and outdoor activities directly to visitors, and distributes regional tickets, guest cards and gift vouchers. It coordinates marketing, product development and visitor services for the Uri experience region, including the on-site Gästeinformation visitor center at Theater Uri in Altdorf.

Product overview

Uri Tourismus AG operates as a regional tourism organization for the Uri experience region, offering a comprehensive portfolio centered on its core Gästeinformation (Guest Information Service) at Theater Uri. The product portfolio spans guided experiences including culinary tours (FoodTrail Altdorf), theatrical tours (Theatertour mit Frau Gessler), historical walks (Altdorfer Dorfrundgang, Dorfrundgang Bauen), family scavenger hunts (Wo ist Walterli?, Tatort Tell), and nature activities (Lamatrekking). Digital offerings include web-app-based scavenger hunts like E-ToURI (bike charging station collection) and Naturdetektive Reussdelta. Outdoor recreation features an extensive 1,500 km hiking network (Wanderparadies), 590 km of bike trails, and the Seilbahn-Eldorado with over 30 cable cars. Traditional experiences encompass alpine culture (Urner Alpsommer), mountain accommodation stays, and regional products including gift vouchers, guest cards, and Uri-specific merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• Gästeinformation (Guest Information Service) In-person guest information and consultation service at Theater Uri in Altdorf offering guidance on experience offerings, tours, group bookings, and current events. Provides tickets for public transport and various events including Uri Ticket and Tell-Pass. Targeted at visitors to Canton Uri.
• FoodTrail Altdorf Food-themed discovery tour combining sightseeing of Altdorf's landmarks with visits to traditional local establishments and a picnic at a surprise location. Adult pricing CHF 59 per person, Children (8-15) CHF 34 per child. For individual visitors and groups.
• Theatertour mit Frau Gessler Theater tour through Altdorf with a costumed character presenting the Tell legend from a new perspective, lasting 45 minutes for groups up to 20 at CHF 270 flat rate. For visitors interested in Wilhelm Tell mythology.
• Altdorfer Dorfrundgang Historical walking tour of Altdorf covering significant monuments, the famous Telldenkmal, and stories of Wilhelm Tell, with optional Telldenkmal tower access. Standard 1.5h tour CHF 180 per group (max 20); with depth 2h CHF 240 per group. For visitors and school groups.
• Dorfrundgang Bauen Guided tour of the smallest Uri municipality, exploring traces of Pater Alberik Zwyssig (composer of the Swiss national anthem) and the Mediterranean climate at Lake Urnersee. CHF 180 flat rate per group (max 20), 1 hour. For visitors and cultural tourists.
• Urner Wanderbingo Discovery game combining hiking, mindfulness, and Uri dialect learning through a bingo-style format with observation tasks and nature discoveries, including prize drawings. For hikers and families visiting Canton Uri.
• Wo ist Walterli? Family-friendly scavenger hunt through Altdorf's streets solving riddles to find Walterli (Wilhelm Tell's son) and his dog Fridolin, lasting 1-1.5 hours. CHF 24.00 per group (max 5 persons), German language. For families and school groups (from 4th grade).
• Tatort Tell Detective-style adventure game investigating the murder of the bailiff Gessler with multimedia stations and original Tell sites. Kleiner Tatort Tell (3h, 11 stations): Adults CHF 19, Children CHF 16; Grosser Tatort Tell (6h, 15 stations): Adults CHF 26, Children CHF 19. Includes materials, backpack, and public transport. For cultural heritage tourists and families.
• Lamatrekking im Maderanertal Llama trekking experiences including introductory tours (2-3h) and half-day tours (4-5h) in the Maderanertal valley. Schnuppertour: Adults CHF 60, Children CHF 40; Half-day tour: Adults CHF 80, Children CHF 60. Groups of 4-12 persons. For nature lovers and families.
• Urner Mundartweg Literary hiking trail in Isenthal with QR-code accessible stories and introduction to Uri dialect, combined with a cable car safari. For cultural hikers and dialect enthusiasts.
• Höhenweg Schächental 22 km scenic high-altitude trail from Klausenpass to Flüelen through the Schächental valley with moorland ecosystems and panoramic views (SchweizMobil Route 595). For experienced hikers.
• Isenthaler Bärenweg 2.7 km themed hiking trail with 6 informative stations about bears, including the last bear caught in Isenthal. For families and nature enthusiasts.
• E-ToURI (Bike Scavenger Hunt) Digital bike scavenger hunt where participants collect E-Bike charging stations using a web application with proximity detection via smartphone push notifications. Prizes offered for collecting at least 10 of 34 stations. For e-bike riders visiting Uri.
• Naturdetektive Reussdelta Family-friendly barrier-free scavenger hunt starting at Flüelen station through the Reussdelta nature reserve to Seerestaurant Seedorf with smartphone-based puzzle solving and push notifications. For families with children.
• Übernachten auf der Alp (Mountain Accommodation) Overnight experiences at traditional alpine huts, mountain inns, and authentic alp accommodations accessible by cable car. For travelers seeking authentic Alpine stays.
• Urner Geschenke (Uri Gifts) Regional gift items including 'My small piece of Uri' merchandise, books, DVDs, hiking maps, and guides. For visitors seeking Uri souvenirs and gifts.
• Gutscheine und Kombi-Tickets (Vouchers and Combined Tickets) Gift vouchers including GastroUri vouchers, Neues Altdorf vouchers, Central Switzerland vouchers, Cinema Leuzinger tickets, UriTicket for public transport, and Guest Card for discounts across cable cars, museums, and excursions. For overnight guests and vacationers in Canton Uri.
• Wanderparadies Uri (Hiking Paradise) Curated 1,500 km hiking trail network with over 60 mountain lakes, 46 cable cars (Switzerland's densest cable car network), covering mountain, alpine, and winter hiking trails. For active outdoor enthusiasts.
• Bike Trails Uri 590 km of marked bike routes across all Uri regions, 13 SchweizMobil routes from Reusstal to 2,500m altitude, and 40 E-Bike charging stations supporting cycling tourism. For cycling enthusiasts and e-bike riders.
• Seilbahn-Eldorado Uri Cable car network featuring over 30 cable cars (nearly 50 publicly used passenger cable cars) with the Kleinseilbahnen experience connecting Uri, Obwalden, and Nidwalden via OBSI+NIDSI. For visitors seeking mountain access and panoramic experiences.
• Urner Alpsommer Alpine summer experiences including alpine farming, wild hay harvesting, alp ascent/descent festivals, traditional Chilbi celebrations, Schwing and alpine sports, Betruf singing tradition, and alpine cheese production (200 tons annually). For visitors seeking authentic Alpine cultural traditions.

Quantifiable outcome

• Tourism contributes 184 million CHF in value added to Canton Uri economy
• +1 more outcomes

Named customers5 records

Segments4 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

20 partnerships are on record, tiered core and minor.

• Switzerland TourismcoreGTM or Marketing PartnerOfficial marketing partner affiliated with Switzerland's national tourism organization, appearing on uri.swiss homepage and promotional materials as part of the Swiss tourism ecosystem.
• SwisstainablecoreStrategic or Co-development PartnerSwiss sustainability certification program managed by Switzerland Tourism. Uri Tourismus is committed to the program's sustainability guidelines for responsible tourism operations.
• myclimate / Cause We CarecoreStrategic or Co-development PartnerClimate protection partnership where Uri Tourismus contributes 1% of booking revenues (doubled by the organization) with 75% directed to local sustainability measures and 25% to international myclimate certified projects.
• OK:GO InitiativeminorStrategic or Co-development PartnerAccessibility initiative for guest information accessibility, demonstrating Uri Tourismus commitment to inclusive tourism experiences at the Altdorf visitor center.
• Gotthard RaststättecoreGTM or Marketing PartnerSponsoring partner and highway service provider promoting tourism services along the Gotthard route, appearing prominently on uri.swiss partner page.
• Korporation UricoreGTM or Marketing PartnerLargest landowner in Canton Uri (70% of cantonal surface including forests, waters, Alps, and pastures) serving as key strategic partner for Alpine tourism experiences.
• Urner KantonalbankcoreGTM or Marketing PartnerCantonal bank of Uri serving as financial sponsor partner supporting regional tourism development and promotion.
• Arnold (Arnold AG)minorGTM or Marketing PartnerRegional business partner sponsoring Uri Tourismus, operating in the Uri region.
• Auto AG UriminorGTM or Marketing PartnerLocal transport company providing post bus services and regional mobility solutions, partner in distributing UriTicket and round-trip tickets.
• Angel SanchezminorGTM or Marketing PartnerRegional business partner of Uri Tourismus with presence in the Uri experience region.
• BDOminorImplementation/ SI/ Consulting PartnerAccounting and consulting firm serving as operational partner for Uri Tourismus AG.
• Die MobiliarminorGTM or Marketing PartnerSwiss insurance company with Uri agency serving as sponsoring partner of Uri Tourismus.
• Gisler 1843minorGTM or Marketing PartnerHistoric Uri company (established 1843) serving as sponsoring partner, with Bikewelt Gisler also appearing as bike partner.
• BikegenossminorGTM or Marketing PartnerBike cooperative serving as partner for the E-ToURI bike scavenger hunt and cycling tourism in Uri.
• Bike KodexminorGTM or Marketing PartnerBike ethics initiative partner supporting sustainable cycling tourism in Uri.
• FairtrailminorGTM or Marketing PartnerCentral Switzerland sustainable trail initiative partner for the E-ToURI cycling experience.
• Seerestaurant SeedorfminorGTM or Marketing PartnerRestaurant partner for the Naturdetektive Reussdelta family scavenger hunt experience, serving as the endpoint destination and offering post-tour dining.
• Gesundheitsförderung UriminorGTM or Marketing PartnerUri health promotion foundation as project partner for the Urner Wanderbingo wellness and hiking initiative.
• Andermatt-Urserntal TourismuscoreStrategic or Co-development PartnerJoint commissioning partner for the Ecoplan AG value-added study examining tourism's economic significance for the Uri regional economy.
• Ecoplan AGminorImplementation/ SI/ Consulting PartnerResearch consultancy that conducted the Tourism Value Added Study for Canton Uri, analyzing 240 million CHF visitor spending and 184 million CHF regional value creation.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jungfrau Region Tourismus: Regional DMO for the Jungfrau region (Interlaken, Grindelwald, Lauterbrunnen). Operates a similar visitor information, guided tour, and pass distribution model at substantially larger scale, providing a useful size benchmark for Uri Tourismus.
• Davos Klosters Tourismus: Regional DMO for the Davos-Klosters area. Comparable in bundling alpine sports, hiking, cultural heritage, and guided tours through a coordinated regional organization with a Canton-sized scope.
• Interlaken Tourismus: Local DMO for the Interlaken area in the Bernese Oberland. Operates visitor information, adventure and sightseeing tours, and pass distribution (Tell-Pass), similar to Uri Tourismus's full-service coordination model.
• Graubünden Ferien: Cantonal DMO for Graubünden, covering a multi-region alpine destination with heritage, hiking, and rail experiences. Comparable in scope and architecture to Uri Tourismus as the cantonal tourism coordinator for Uri.
• Luzern Tourismus: Regional DMO for the Lucerne-Lake Lucerne region in Central Switzerland. Operates visitor information, guided tours, and ticket/pass distribution (Tell-Pass is also valid in Luzern), comparable to Uri Tourismus's Gästeinformation and Uri Ticket model.
• Engadin Tourismus: Regional DMO for the Upper Engadin valley in Graubünden. Comparable in operating a destination-wide portfolio of guided tours, hiking, and cultural experiences with a small core team and a wide partner network.
• Andermatt-Urserntal Tourismus: Sister regional DMO operating in the neighboring Urserntal valley. Uri Tourismus jointly commissioned the regional value-added study with Andermatt-Urserntal Tourismus, making them the closest direct comparator in scale, structure, and product mix.
• Bern Welcome: Regional DMO for the Bern region. Operates guided city and heritage tours, visitor information services, and event-based tourism offerings, comparable to Uri Tourismus's core tour and guest information portfolio.

Broad incumbents

• Switzerland Tourism: National tourism organization for Switzerland. Uri Tourismus is an official marketing partner of Switzerland Tourism, making it the broader parent ecosystem that channels demand into Uri's regional offerings.
• Rigi Bahnen AG: Operator of the Rigi cable car and rack railway in Central Switzerland. Comparable as a cable car / mountain experience operator within Uri's broader Swiss alpine landscape, and a partnership-style peer rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/uritourismus
• LinkedInlinkedin.com/company/uri-tourismus

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

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 Uri tourism