Großglockner Hochalpenstraßen AG

What Großglockner Hochalpenstraßen AG does

Großglockner Hochalpenstraßen AG (GROHAG) is an Austrian stock corporation (Aktiengesellschaft), founded in 1931 by Franz Friedrich Wallack and Franz Rehrl and headquartered in Salzburg. The company operates the Grossglockner High Alpine Road, a 48-kilometer scenic toll road crossing the Hohe Tauern National Park from Fusch (Salzburg) to Heiligenblut (Carinthia) and reaching 2,571m at Edelweiss Spitze. The 900,000 annual visitors to this flagship road, plus four additional group destinations (Gerlos Alpine Road, Nockalm Road, Villach Alpine Road, and Krimml Worlds of Water, managed since 2004), bring GROHAG's total destination footprint to roughly 2.5 million visitors per year, making it one of Austria's three most visited excursion operators.

The core product is the paid road experience bundled with 15 exhibitions, 7 themed hiking paths, an adventure playground network (HighFive Children's Adventure World), the Kaiser-Franz-Josefs-Höhe viewpoint and visitor center, the Glocknerbus shuttle, and a digital multimedia guide. GROHAG's proprietary technology layer includes the Glockner ePower EV charging network (Type 2 and CCS connectors, 22 kW normal and 120 kW fast, manufactured by regional partner kW-Solution), historical Rotationspflüge snow plows in service since 1953 (now run on HVO100 biofuel for up to 90% CO2 reduction), and a 14-language digital presence including e-commerce for tickets, gift vouchers, and souvenirs.

Revenue is generated through day-ticket road tolls priced by vehicle class (cars €35–45, motorcycles €28.50–35), usage-based EV charging (€0.49/kWh normal, €0.59/kWh fast) with standing fees, on-site gastronomy, parking, B2B group rates via a dedicated tour-operator channel, and merchandise sales through both physical ticket offices at Ferleiten and Heiligenblut and a direct online shop. Distribution is direct-to-consumer at the two toll plazas and via the company's own e-commerce platform, with autumn shoulder-season pricing and a 10% online-ticket-holder discount at partner hotels reinforcing direct booking. The company holds a 90-year brand asset, member status in the World's Most Beautiful Roads Club and Austrian Leading Sights, and operates within regulatory protections from Hohe Tauern National Park and adjacent UNESCO Biosphere Reserves that materially constrain competitive entry.

Name

Großglockner Hochalpenstraßen AG

Legal name

Großglockner Hochalpenstraßen AG

Website

https://grossglockner.at

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

1–10 employees

Short description

Großglockner Hochalpenstraßen AG (GROHAG) operates Austria's premier 48km Grossglockner High Alpine Road and four related scenic destinations (Gerlos, Nockalm, Villach Alpine Roads, Krimml Worlds of Water), serving roughly 2.5 million annual visitors through tolls, EV charging, exhibitions, and on-site hospitality.

Ownership category

akta.pro rank

Product category

Scenic Mountain Road Tourism

NAICS

Scenic and Sightseeing Transportation (487), Tour Operators (561520)

akta.pro primary industry

Mountain, Glacier & Alpine Nature Tours (THAJAIAF)

akta.pro secondary industry

Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK)

Keywords

• Scenic mountain road
• Alpine tourism
• EV charging network
• National park excursions
• Toll road operations

Headquarters

HQ city

Salzburg

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Road toll / Day tickets: Visitors pay road usage fees at ticket offices (Ferleiten, Heiligenblut) or online. Pricing varies by vehicle type (PKW, motorcycle, bus). Day tickets grant access to all 15 exhibitions, 7 themed hiking paths, and various play areas.
2. Glockner ePower Charging: Revenue from electric vehicle charging services at normal (0.49 €/kWh) and fast (0.59 €/kWh) charging stations. Additional standing fees apply after maximum free parking time.
3. Souvenirs and merchandise: On-site shops at the Grossglockner sell souvenirs, gifts, and branded merchandise. Online shop available for purchases with 10% discount for online ticket holders.
4. Gastronomy: On-road dining options including cozy inns and traditional Alpine lodges adjacent to the road.
5. Parking fees: Chargeable parking at Ferleiten with parking machines. Maximum 48 hours parking with blue-marked zones.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Großglockner Hochalpenstraßen AG (GROHAG) operates Austria's iconic 48-kilometer Grossglockner High Alpine Road, a toll panoramic road through Hohe Tauern National Park connecting Fusch (Salzburg) and Heiligenblut (Carinthia). The company sells day tickets granting access to 36 hairpin turns, 15 exhibitions, 7 themed hiking paths, the Kaiser-Franz-Josefs-Höhe viewpoint, and adventure worlds, and also operates a regional EV charging network (Glockner ePower), Glocknerbus shuttle, souvenirs, and on-site gastronomy. The GROHAG Group additionally manages four other experience roads and the Krimml Worlds of Water attraction.

Product overview

Großglockner Hochalpenstraßen AG (GROHAG) operates the Grossglockner High Alpine Road as its flagship product—a 48km panoramic mountain road and Austria's most visited excursion destination. The GROHAG Group portfolio includes four experience roads (Grossglockner High Alpine Road, Gerlos Alpine Road, Nockalm Road, Villach Alpine Road) and Krimml Worlds of Water. Core offerings center on the road experience itself, supplemented by e-mobility services (Glockner ePower charging network), the Glocknerbus shuttle, digital multimedia guides, themed exhibitions at multiple locations, adventure worlds including the HighFive Children's Adventure World, hiking trails, and Kaiser-Franz-Josefs-Höhe viewpoint attractions. Additional services include tickets, souvenirs, and the Glocknergipfel podcast.

Differentiator

Problem solved

Functional benefit

Products and services

• Grossglockner High Alpine Road Day Ticket A toll-based day ticket granting visitors access to the 48-kilometer panoramic alpine road, including all 36 hairpin turns, 15 exhibitions, 7 themed hiking paths, the Kaiser-Franz-Josefs-Höhe viewpoint, and various adventure and play areas. Pricing varies by vehicle type (car, motorcycle, bus).
• Glockner ePower Charging Network Regional green-energy EV charging network along the Grossglockner High Alpine Road with normal (22 kW, €0.49/kWh) and fast (120 kW, €0.59/kWh) stations manufactured by kW-Solution. Supports Type 2 and CCS connectors, with credit/debit card payment and 250+ contract partners. Target network of ~200 charging points across Hohe Tauern region.
• Glocknerbus Shuttle Service Shuttle bus service operating along the Grossglockner High Alpine Road, transporting visitors without private vehicles to scenic viewpoints including Kaiser-Franz-Josefs-Höhe.
• Grossglockner Multimedia Guide Digital multimedia guide providing educational content and navigation along the scenic road for visitor information and engagement.
• Kaiser-Franz-Josefs-Höhe Visitor Center and Exhibitions Key viewpoint and attraction at 2,369m altitude with Visitor Center, 3D Experience, and 15 permanent/rotating exhibitions covering Alpine nature, automobile history, and cultural heritage (included with day ticket).
• Adventure Worlds and HighFive Children's Playground Twelve experience stations along the road for families and children, including the HighFive Children's Adventure World with the High-Five Playground, combining Alpine nature education with engaging play activities.
• Tickets, Souvenirs and Gift Vouchers Shop E-commerce shop selling day tickets, gift vouchers, and branded souvenirs, with a 10% discount for online ticket holders on souvenirs and food/drink.
• Gerlos Alpine Road Toll scenic alpine road operated by GROHAG connecting Salzburg and Tyrol through mountain passes, including a new observation tower at Gerlospass opened November 2025.
• Nockalm Road Toll panoramic road in Carinthia operated by GROHAG, passing through the UNESCO Nockberge Biosphere Reserve.
• Villach Alpine Road Toll experience road operated by GROHAG in Carinthia near Dobratsch Nature Park, providing scenic mountain access and viewpoints.
• Krimml Worlds of Water Water experience center at Europe's largest waterfalls (Krimml Waterfalls) operated by GROHAG since 2004, including aquapark and visitor attractions.

Quantifiable outcome

• 2.5 million annual visitors across all GROHAG destinations
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• NPZ GmbH (Nationalpark Zentrum)minorStrategic or Co-development Partner · 6 October 2023Partnership for E-charging station at Mittersill location, expanding the Glockner ePower network infrastructure in the Hohe Tauern region.
• kW-SolutioncoreTechnology or IntegrationRegional technology partner providing charging infrastructure for the Glockner ePower network. kW-Solution is based in Kötschach-Mauthen, Carinthia, and manufactures dynamic charging stations with smart use and straightforward operating concepts for Type 2 and CCS connectors.
• Neighbouring communities (Hohe Tauern region)coreStrategic or Co-development PartnerRegional municipalities and communities in Carinthia, Salzburg, and Tyrol partnering to expand the 200-point Glockner ePower charging network across the Hohe Tauern National Park region.
• Hotels and tourism businessesminorGTM or Marketing PartnerRegional hotel and tourism partners accepting the 10% discount for online ticket holders, creating a combined tourism offering.
• FLEOS Architektur Fleischmann-Oswald Ziviltechniker KGminorStrategic or Co-development PartnerArchitecture firm responsible for design of new observation tower at Gerlospass, creating architectural landmark for the Gerlos Alpine Road.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Silvretta Hochalpenstraße AG: Austrian Alpine panoramic toll road operating in Vorarlberg. Closest direct peer — same scenic toll-road model, similarly seasonal operation, comparable vehicle-day-ticket pricing, and overlapping Austrian motorcyclist/road-tripper customer base.
• Zugspitze (Bayerische Zugspitzbahn Bergbahn AG): Germany's highest mountain attraction combining cable car, cogwheel railway, glacier viewpoint, and dining experiences. Comparable as a ticket-based Alpine summit destination with cross-border appeal and integrated cable car infrastructure.
• Pilatus-Bahnen AG: Swiss mountain destination near Lucerne combining cogwheel railway, cable cars, panoramic viewing, restaurants, and event venues. Comparable as an integrated sightseeing mountain attraction with multi-modal visitor transport and ancillary F&B revenue.
• Jungfraujoch – Top of Europe (Jungfraubahnen): Swiss high-Alpine destination experience focused on glacier viewing, exhibitions, and rail access to an iconic mountain viewpoint. Comparable as a premium-pay Alpine attraction combining nature spectacle, branded visitor center, exhibitions, and ticketed access.
• Glacier 3000 (Col du Pillon): Swiss glacier viewpoint experience offering cable car access, suspension bridge, alpine coaster, and year-round snow activities. Comparable as a pay-to-access high-Alpine glacier destination with exhibitions and family attractions layered on top of the natural spectacle.
• Rigi Bahnen AG: Swiss 'Queen of Mountains' destination with rack railway, cable cars, hiking paths, and panoramic restaurants. Comparable as a multi-experience Alpine tourist attraction selling packaged access to summit viewpoints, hikes, and family-friendly activities.
• Kitzsteinhorn (Schmittenhöhebahn AG / Gletscherwelt): Austrian glacier-based Alpine destination in the Salzburg region operated year-round via cable cars. Comparable as a high-Alpine glacier sightseeing attraction that sells ticket access to viewpoints, exhibitions, and family experiences rather than just skiing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/grossglockner_at
• Facebookfacebook.com/grossglockner.at
• LinkedInlinkedin.com/company/gro%C3%9Fglockner-hochalpenstra%C3%9Fen-ag
• Instagraminstagram.com/grossglockner_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 Großglockner Hochalpenstraßen AG