What Upper Austria Tourism does

Upper Austria Tourism (legal entity OÖ Touristik GmbH) is a Linz-headquartered, private limited company operating as the dedicated incoming travel agency and tour operator for the Upper Austria region of Austria. Founded in 1990 and 100% owned by the regional state tourism authority Oberösterreich Tourismus GmbH, the company sells bundled all-inclusive vacation packages spanning seven verticals: wellness and thermal spa stays, ski and winter holidays, cultural and concert travel, hiking, cycling and mountain biking, customized group outings, and MICE/congress services. It pioneered organized cycling tourism in Austria with the first bookable trip on the Danube cycle path and now extends cycling and hiking products across Austria, South Tyrol, and broader Europe.

The company operates three primary consumer-facing digital platforms: touristik.at (general Upper Austria packages), radurlaub.com (cycling and mountain bike holidays), and wandern.touristik.at (hiking vacations). The technology stack includes responsive web design, third-party booking system software embedded via i-frame (operated by TTG Tourismus Technologie GmbH at the same Linz address), self-hosted Matomo analytics, Google Analytics and Google Marketing Platform, Meta Pixel, and reCAPTCHA. Customer data is processed on EU-based servers with IP anonymization. The business is supported by a curated network of 50+ partner hotels, ski resorts (Dachstein West, Hinterstoder, Wurzeralm), thermal spa resorts (Spa Resort Geinberg), and cultural venues (Musiktheater Linz, Klassik am Dom), and is legally registered as a tour operator under §126 GewO 1994 with customer insolvency protection backed by Raiffeisen Landesbank Oberösterreich AG.

Revenue is generated primarily through direct-to-consumer package sales with seasonal tier pricing (A/B/C rate periods), supplemented by a B2B division serving corporate group travel, club outings, rowing training camps, and international congress organization. Ancillary revenue streams include gift voucher sales, catalogue distribution, and email newsletter-driven bookings. Distribution is entirely direct: own e-commerce sites, personal telephone and email consultation, and a dedicated B2B portal — with no presence on third-party OTA marketplaces. Klaus Humenberger serves as Managing Director (Geschäftsführung). Headcount is 11-50 employees, consistent with a regionally focused SME operating under a state-owned parent.

Name

Upper Austria Tourism

Legal name

OÖ Touristik GmbH

Website

https://touristik.at

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Upper Austria Tourism (OÖ Touristik GmbH) is a Linz-based regional tour operator, 100% owned by the state tourism authority, selling all-inclusive wellness, ski, culture, hiking, cycling, and group travel packages to leisure consumers and B2B clients across Upper Austria and Europe.

Ownership category

akta.pro rank

Product category

Incoming Tour Operator & Travel Agency

NAICS

Tour Operators (56152), Tour Operators (561520), Travel Arrangement and Reservation Services (5615)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Escorted Coach & Bus Package Tour Operators (THAKADAA)

akta.pro secondary industry

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

Keywords

• Incoming tour operator
• Vacation packages
• Cycling tourism
• Wellness travel
• Regional tourism

Headquarters

HQ city

Linz

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vacation Package Sales (Pauschalreisen): OÖ Touristik acts as a classical incoming travel agency and tour operator for Upper Austria, selling all-inclusive vacation packages combining accommodation, meals, activities (ski passes, spa entries, event tickets), and services (luggage transfer, route information). Packages are sold at fixed per-person prices with seasonal tier pricing (A/B/C rate periods). This is the primary revenue stream, covering ski holidays, wellness breaks, concert trips, cycling tours, hiking packages, and group travel. The company is legally registered as a tour operator under §126 GewO 1994 and provides package travel under EU Directive 2015/2302.
2. B2B Group & MICE Services: B2B division provides customized group travel solutions for companies and associations (Betriebsausflüge, Vereinsfahrten) and organizes international congresses and event management. Services include tailored day packages, seminar facilities coordination, and team-building programs.
3. Convention & Congress Organization: The company organizes international congresses and event programs as part of its business portfolio, generating revenue through event coordination services.
4. Catalogue & Newsletter Marketing: Revenue derived indirectly through catalogue distribution and newsletter subscriber engagement, driving bookings for package holidays and partner hotels.
5. Voucher Sales: Sale of gift vouchers (Gutscheine) for vacation packages, valid for use across the company's full range of offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

OÖ Touristik GmbH is a regional incoming travel agency and tour operator for Upper Austria, selling all-inclusive vacation packages (Pauschalreisen) that bundle accommodation, meals, activity tickets (ski passes, spa entries, theater tickets), and ancillary services such as luggage transfer and route information. Operating under EU Directive 2015/2302 package travel law, the company serves both consumer travelers (ski, wellness, culture, hiking, cycling holidays) and B2B clients (customized group travel and MICE events) through dedicated consumer portals (touristik.at, radurlaub.com, wandern.touristik.at) and a B2B service channel.

Product overview

OÖ Touristik GmbH operates as a regional inbound travel agency and tour operator for Upper Austria, offering a multi-brand digital platform across multiple domains (touristik.at, radurlaub.com, wandern.touristik.at) that aggregates travel packages, accommodation bookings, and activity tickets. The core product portfolio spans seven travel verticals: (1) Wellness & Thermenreisen packages centered on Upper Austria's spa resorts (Spa Resort Geinberg, Bad Zell, St. Agatha); (2) Skiurlaub & Winterurlaub packages bundling ski passes and hotels at Dachstein West, Hinterstoder, and Wurzeralm; (3) Kulturreisen & Konzertreisen combining theater and concert tickets (Musiktheater Linz, Klassik am Dom) with hotel stays; (4) Wanderreisen on the dedicated wandern.touristik.at platform covering hiking trails across Austria and Italy including the Donausteig and Alpe-Adria-Trail; (5) Radreisen on radurlaub.com, a pioneering cycling holiday platform launched in 1990, covering Danube and European cycle routes; (6) Gruppenreisen for corporate and club group outings with customizable programs; and (7) Tagungen & Events for conference and congress management. Individual packages (e.g., Hotel Danzer, Vitalhotel Gosau, Grand Hotel Elisabeth, Lebensquell Bad Zell, Poppengut, Klassik am Dom) are presented as named, bookable travel products with fixed pricing and inclusions. The company also provides ancillary services including vouchers, newsletters, catalog ordering, B2B services, and an online booking system.

Differentiator

Problem solved

Functional benefit

Brands

• radurlaub.com: Dedicated cycling and bicycle vacation booking platform
• wandern.touristik.at

Products and services

• Wellness & Thermenreisen (Wellness and Thermal Spa Travel Packages)

Quantifiable outcome

• Insolvency protection backed by Raiffeisen Landesbank Oberösterreich AG with Europäische Reiseversicherung AG as administrator, covering full refund and repatriation
• +2 more outcomes

Named customers11 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

Eight partnerships are on record, tiered core and minor.

• TTG Tourismus Technologie GmbHcoreTechnology or IntegrationTechnical services partner responsible for the technical operation and maintenance of the touristik.at and radurlaub.com platforms. Located at Freistädter Straße 119, 4041 Linz, the same address as OÖ Touristik headquarters.
• Meta Platforms Ireland Limited (Facebook & Instagram)minorGTM or Marketing PartnerJoint controllers with OÖ Touristik for Meta Pixel data processing under Article 26 GDPR. Meta enables targeted advertising, custom audiences, and conversion tracking. OÖ Touristik uses Meta for marketing campaign delivery and Facebook Insights analytics.
• Rosa Elefant OG (Data Protection Officer)minorOthersExternal data protection officer for OÖ Touristik, providing GDPR compliance advisory. Located at Schlachthausgasse 52/8, 1030 Vienna. Contact: [email protected].
• Wirtschaftskammer Oberösterreich (Fachverband Reisebüro)minorOthersIndustry association representing OÖ Touristik as a licensed travel agency under §126 GewO 1994. The Fachverband Reisebüro provides industry representation and regulatory oversight under Austrian commercial law.
• Upper Austria Tourismus GmbH (Parent Company)coreOthers100% parent company (Beteiligung: Oberösterreich Tourismus GmbH 100%). The regional tourism authority that owns OÖ Touristik and provides strategic direction for Upper Austria's tourism promotion.
• Partner Hotels and Resorts (Vitalhotel Gosau, Hotel Danzer, Grand Hotel Elisabeth, Revita Hotel Kocher, Gesundheitsresort Lebensquell, Hotel Poppengut, Hotel Moserwirt, Hotel Schillerpark, Spa Resort Geinberg)coreStrategic or Co-development PartnerNetwork of approximately 50+ verified partner hotels and resorts across Upper Austria featured in OÖ Touristik's package holiday offerings. Partners include wellness hotels, ski-in/ski-out properties, thermal spa resorts, and cultural city hotels. Each partner is vetted for quality and included in curated package combinations.
• Cultural Venue Partners (Musiktheater Linz, Klassik am Dom, Musikfestival Steyr)minorStrategic or Co-development PartnerCultural event venues and festivals in Upper Austria partnered for bundled concert and theater travel packages. Includes Musiktheater Linz (state theater), Klassik am Dom open-air series, Musikfestival Steyr, and touring productions like Pretty Woman Musical.
• Ski Resort Partners (Dachstein West, Hinterstoder-Wurzeralm)coreChannel Partner/ Reseller/ DistributorSki area partnerships for bundled ski packages combining lift passes with partner hotel accommodation. Key partners include Dachstein West (family-friendly ski area) and the Hinterstoder-Wurzeralm ski region. OÖ Touristik resells lift passes as part of package holidays.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• GetYourGuide: Global online marketplace for tours, activities, and experiences. Increasingly intersects with OÖ Touristik's curated regional experiences (thermal spas, cultural events, cycling tours) through supply-side aggregation.

Direct peers

• Hauser Exkursionen: German-Austrian adventure and trekking tour operator with comparable active-travel portfolio (hiking, trekking, cycling). Similar customer base and curated small-group travel philosophy.
• Wikinger Reisen: German specialty tour operator focused on active and cultural travel (cycling, hiking, trekking). Comparable curated, small-group travel philosophy with verified partner network.
• Rhomberg Reisen: Austrian tour operator with comparable size and similar multi-vertical portfolio (cycling, hiking, culture, family). Both companies package regional European experiences for DACH customers with bundled accommodation and services.
• Verkehrsbüro-Ruefa Reisen: Austrian travel agency and tour operator offering package holidays, cultural trips, and active tourism. Operates within the Austrian market with similar DACH focus and comparable booking-platform-plus-personal-service model.
• Eurofun Touristik: Austrian tour operator specializing in cycling and hiking holidays across Europe. Closely comparable product mix to radurlaub.com and similar target audience of active Austrian and German travelers.

Broad incumbents

• DER Touristik: German tour operator group with Austrian presence. Competes in package holidays including ski and active travel but at substantially larger scale and broader geographic scope.
• Schauinsland-Reisen: German tour operator with significant package holiday volume. Comparable package distribution model via direct online booking plus personal consultation in DACH market.
• FTI Group: German tour operator group with Austrian operations. Competes across package holidays including ski, wellness, and active travel segments served by OÖ Touristik.
• TUI Austria: Austrian arm of TUI Group, the European mass-market tour operator. Overlaps with OÖ Touristik on package holidays but operates at much larger scale with broader international destinations and lower specialization in regional Austria.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ooetouristik
• LinkedInlinkedin.com/company/ooetouristik

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 Upper Austria Tourism