Made in Bern
Made in Bern AG is the umbrella destination marketing organization for the Canton of Bern, Switzerland, coordinating 11 regional tourism shareholders and the cantonal government to promote destinations, experiences, and events across the Bern Region via a multi-language digital portal and MICE business services.
- Company typePrivate
- Founded-
- HeadquartersBern, Switzerland
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Made in Bern does
Made in Bern AG (Ltd.) is the umbrella destination marketing organization (DMO) for the Canton of Bern, Switzerland. Founded circa 2012 and headquartered at Thunstrasse 8, Bern, the company is owned by 11 regional tourism shareholders — including Bern Welcome, Jungfrau Region Tourism, Tourism Organisation Interlaken, Gstaad Saanenland Tourismus, Adelboden-Lenk-Kandersteg, Tourism Biel Seeland, Haslital Tourism, Lake Thun Tourism, Lenk-Simmental Tourism, and Grand Chasseral Tourisme — plus the Canton of Bern government. It coordinates marketing across 7 regions (Bernese Oberland, Interlaken, Jungfrau Region, Destination Bern, Adelboden-Lenk-Kandersteg, Gstaad, and Biel Seeland & Grand Chasseral), promoting assets that include the UNESCO-listed Bern old town, iconic Alpine peaks (Jungfraujoch, Schilthorn, Eiger/Mönch/Jungfrau), seven major lakes, and 300+ kilometers of hiking trails including the ViaBerna long-distance route.
The company's core product is madeinbern.com — a multi-language (English, German, French) tourism portal built on TYPO3 CMS, aggregating destinations, experiences, events, accommodations, webcams, and transportation information. The platform integrates Outdooractive for tour and route planning, SharpSpring for email marketing, and Google/Facebook ad stacks for paid acquisition. Sub-brands and service offerings include the Kambly Universe visitor experience in Trubschachen, GoSnow.ch (a school snow-sports camp initiative financed at CHF 30 per child per week), a film production facilitation service through the Bern für den Film association, and a monthly family competition. Distribution spans organic content, paid search and social, email newsletters, and PR via Primus Communications.
Made in Bern operates as a non-profit entity funded by recurring shareholder contributions (subscription/levy model) rather than transactional revenue. Pricing is not commercial — tourist-facing services are free. The commercial GTM has two prongs: an event-driven leisure tourism motion promoted through seasonal campaigns and regional events, and a community-led corporate MICE motion (Meetings, Incentives, Conferences, Exhibitions) offering venue finding, region selection, and activity planning for enterprise clients. The 8–11-person team is led by Managing Director Pascale Berclaz, with board representation from hoteliers, regional tourism presidents, and the CEO of Globetrotter. No external funding rounds, private equity involvement, or M&A activity are disclosed.
Made in Bern firmographics
Firmographics- Name
- Made in Bern
- Legal name
- Made in Bern AG (Ltd.)
- Website
- https://madeinbern.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Made in Bern AG is the umbrella destination marketing organization for the Canton of Bern, Switzerland, coordinating 11 regional tourism shareholders and the cantonal government to promote destinations, experiences, and events across the Bern Region via a multi-language digital portal and MICE business services.
- Ownership category
- akta.pro rank
Made in Bern industry classification
Industry- Product category
- Destination Marketing Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Venue Sourcing & Site Selection (HSACADAC)
- akta.pro secondary industries
- Exhibitor/Sponsor Management (Corporate Conferences) (THACAFAN), Winter Activity & Experience Operators (Ice Climbing, Dog Sledding, Fat Biking, Ice Skating) (THAAAJAJ)
Keywords
Where Made in Bern is headquartered
LocationHeadquarters
- HQ city
- Bern
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Made in Bern business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Tourism promotion services: Marketing services funded by shareholder contributions from 11 regional tourism organizations and Canton of Bern. Revenue supports umbrella marketing activities for the Bern Region.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Made in Bern product offering
Product offeringCore offering
Made in Bern AG is the umbrella marketing organization that promotes the Canton of Bern as a tourism destination, aggregating seven regions, multiple lakes, mountains, cities, and nature parks into a single digital platform. It operates the madeinbern.com multilingual destination portal, delivers MICE (Meetings, Incentives, Conferences, Exhibitions) business services to corporate clients, and facilitates film production in the region. Sub-brands include the Kambly Universe visitor experience in Trubschachen and the GoSnow.ch school snow-sports initiative co-funded with CHF 30 per child per week.
Product overview
Made in Bern Ltd. operates as the umbrella marketing organization for tourism in the Canton of Bern, Switzerland. Its core digital product is the madeinbern.com tourism platform, which aggregates destinations, experiences, events, and business services across six major regions: Bernese Oberland, Interlaken holiday region, Jungfrau Region, Destination Bern, Adelboden-Lenk-Kandersteg, Gstaad holiday region, and Biel Seeland & Grand Chasseral. The portfolio includes regional sub-brands such as the Kambly Universe visitor experience in Trubschachen (Emmental) and GoSnow.ch, a school snow sports camp initiative co-funded by Made in Bern. Additional service offerings cover film production facilitation, media services, and a family competition.
Differentiator
Problem solved
Functional benefit
Products and services
- madeinbern.com Tourism Platform Primary digital platform of Made in Bern AG aggregating destinations, regions, cities, lakes, mountains, nature parks, experiences, events, accommodations, and transportation across the Bern Region, with multilingual content in English, German, and French for leisure visitors and MICE planners.
- MICE Business Services
- Film Production Support Services
- Kambly Universe (L'Univers Kambly)
- GoSnow.ch School Snow Sports Initiative
Quantifiable outcome
- Over 1,200 Gault Millau points representing culinary excellence across Bern Region restaurants
- +1 more outcomes
Companies that use Made in Bern
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles3 records
Made in Bern technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Made in Bern partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core, major and minor.
- Bern WelcomecoreShareholder partner representing Bern city tourism. One of 11 regional tourism organizations comprising the Made in Bern umbrella marketing organization.
- Jungfrau Region Tourism Ltd.coreShareholder partner representing Jungfrau Region tourism. Home to Eiger, Mönch, Jungfrau peaks and Jungfraujoch - Top of Europe.
- Tourism Organisation InterlakencoreShareholder partner representing Interlaken holiday region - gateway to Bernese Oberland between Lake Brienz and Lake Thun.
- Gstaad Saanenland TourismuscoreShareholder partner representing Gstaad holiday region known for international reputation and authentic Alpine chalet villages.
- Tourism Adelboden-Lenk-Kandersteg Ltd.coreShareholder partner representing Adelboden-Lenk-Kandersteg region with year-round skiing, hiking, and fishing activities.
- Tourism Biel SeelandcoreShareholder partner representing Biel Seeland region - destination for food and wine lovers with UNESCO Biosphere status.
- Grand Chasseral TourismecoreShareholder partner representing Grand Chasseral area in the Jura region of Bern.
- Haslital TourismcoreShareholder partner representing Haslital region in the Jungfrau area.
- Lenk-Simmental Tourism Ltd.coreShareholder partner representing Lenk-Simmental tourism region.
- Lake Thun TourismcoreShareholder partner representing Lake Thun area tourism including castles and lake cruises.
- Canton of BerncoreGovernment shareholder providing funding and support for Bern Region tourism promotion.
- Bern für den Film (Association)coreAssociation dedicated to attracting and facilitating film productions in the Bern Region. Major films including Star Wars, Phantom Thread, and Band of Brothers were shot in Bern.
- Outdooractive GmbH & Co. KGmajorTour offers provider (hiking, cycling, mountaineering, winter activities) integrated on the Made in Bern website for electronic databases, map and route planning.
- SharpSpring Inc.majorEmail marketing software provider used for newsletter distribution and website analytics with pseudonymized user profiling.
- Google Ireland LimitedmajorProvider of Google Analytics, Google Tag Manager, Google Ads, Google Ads Remarketing, Google Marketing Platform for web analytics and online advertising.
- Facebook Ireland Ltd.majorProvider of Facebook/Instagram pixel for advertising targeting and conversion tracking on the Made in Bern website.
- XIAG AGmajorWeb hosting provider with servers in Switzerland, Netherlands, and Finland. Website developer and CMS operator using TYPO3.
- Republica AGminorConcept and design agency for the Made in Bern website.
- BOLD AGminorAdditional concept and design partner for the Made in Bern website.
- Primus Communications GmbHmajorMedia services partner handling press releases, facts & figures, milestone events, and high-resolution image provision for media coverage.
- BLS (BLS AG)majorLake navigation services provider offering boat cruises on Lake Thun, Lake Brienz, and Lake Biel. Partner providing transit connections.
- Standortförderung Kanton BernmajorCantonal economic development agency promoting Bern as a location for business and tourism.
- SchweizMobilminorSwiss outdoor activity routing platform partner for hiking, cycling, and other mobility activities.
- Schneesportinitiative Schweiz (GoSnow.ch)minorSnow sports initiative promoting ski camps for schools. Made in Bern supports Bern canton offers with CHF 30 per child/week contribution.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Made in Bern competitors and assessment
Company assessmentDirect peers
- Ticino Turismo: Regional DMO for the Italian-speaking canton of Ticino, operating an analogous multi-language destination portal, multi-region shareholder federation model, and MICE corporate services comparable to Made in Bern.
- Vaud Promotion: Regional DMO for the canton of Vaud and Lake Geneva region in western Switzerland; runs a parallel French/English/German destination portal with MICE venue-finding and shareholder-funded marketing mandate similar to Made in Bern.
- Geneva Tourism & Convention Bureau: Regional and city DMO for Geneva with a strong convention bureau / MICE services arm that overlaps directly with Made in Bern's Head of Markets & MICE function and corporate venue-finding offering.
- Graubünden Tourism: Regional destination marketing organization for the canton of Graubünden in eastern Switzerland, operating under the same Swiss regional DMO model - publicly funded, multilingual portal, jointly promoting alpine destinations, lakes, and regional sub-brands.
- Zürich Tourism: Regional DMO for the Greater Zurich Area, operating a comparable trilingual portal, convention bureau service line for corporate clients, and shareholder-funded umbrella marketing model.
- Engadin Tourismus AG: Regional DMO for the Engadin valley in Graubünden, executing the same mountain-resort destination-marketing, multi-shareholder federation, and seasonal content campaign model as Made in Bern's sub-regions.
- Luzern Tourismus: Regional DMO for the Lucerne region, executing the same Swiss regional tourism marketing playbook: lakes-and-mountains content platform, MICE venue-finding services, and seasonal campaign-based GTM.
- Valais/Wallis Tourism: Regional DMO for the canton of Valais in southwestern Switzerland, with directly comparable alpine/MICE marketing responsibilities, shareholder-funded structure, and multi-region content portal serving ski and summer tourism.
Broad incumbents
- VisitScotland: National destination marketing organization for Scotland, operating under an analogous publicly funded, multi-stakeholder mandate with comparable content portal, MICE/corporate services, and seasonal campaign GTM - the closest international analogue to Made in Bern's umbrella model.
- Switzerland Tourism: National-level destination marketing organization that Made in Bern de facto coordinates with under a public-sector mandate; operates the same umbrella-marketing and content-distribution model at country scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights8 records
Customer concentration
Made in Bern social profiles
Digital presenceMade in Bern financial estimates
Financial estimateRevenue estimate
Valuation estimate
Made in Bern leadership team
Management profileNumber of profiles
Profiles15 records
Made in Bern funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Made in Bern M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Made in Bern
What does Made in Bern do?
Made in Bern AG is the umbrella marketing organization that promotes the Canton of Bern as a tourism destination, aggregating seven regions, multiple lakes, mountains, cities, and nature parks into a single digital platform. It operates the madeinbern.com multilingual destination portal, delivers MICE (Meetings, Incentives, Conferences, Exhibitions) business services to corporate clients, and facilitates film production in the region. Sub-brands include the Kambly Universe visitor experience in Trubschachen and the GoSnow.ch school snow-sports initiative co-funded with CHF 30 per child per week.
Is Made in Bern a public or private company?
Made in Bern is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Made in Bern founded?
Made in Bern was founded in -1. It employs 11 to 50 people.
Where is Made in Bern based?
Made in Bern is headquartered in Bern, Switzerland, in the Europe region.
How does Made in Bern make money?
One revenue line is on record: tourism promotion services.
Who are Made in Bern's main competitors?
Direct peers on record are Ticino Turismo, Vaud Promotion, Geneva Tourism & Convention Bureau, Graubünden Tourism, Zürich Tourism, Engadin Tourismus AG, Luzern Tourismus and Valais/Wallis Tourism. Broad incumbents are VisitScotland and Switzerland Tourism.
Does Made in Bern have an API?
No public API is recorded for Made in Bern.
What industry is Made in Bern in?
Made in Bern's product category is Destination Marketing Services. Its primary akta.pro industry code is HSACADAC, Venue Sourcing & Site Selection, with a secondary code of THACAFAN, Exhibitor/Sponsor Management (Corporate Conferences). Its NAICS code is 7113 and its SIC code is 7990.