Made in Bern

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.

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

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

• Destination marketing services
• Tourism promotion platform
• Regional tourism marketing
• MICE event services
• Travel planning portal

Headquarters

HQ city

Bern

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Core 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

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

24 partnerships are on record, tiered core, major and minor.

• Bern WelcomecoreStrategic or Co-development PartnerShareholder partner representing Bern city tourism. One of 11 regional tourism organizations comprising the Made in Bern umbrella marketing organization.
• Jungfrau Region Tourism Ltd.coreStrategic or Co-development PartnerShareholder partner representing Jungfrau Region tourism. Home to Eiger, Mönch, Jungfrau peaks and Jungfraujoch - Top of Europe.
• Tourism Organisation InterlakencoreStrategic or Co-development PartnerShareholder partner representing Interlaken holiday region - gateway to Bernese Oberland between Lake Brienz and Lake Thun.
• Gstaad Saanenland TourismuscoreStrategic or Co-development PartnerShareholder partner representing Gstaad holiday region known for international reputation and authentic Alpine chalet villages.
• Tourism Adelboden-Lenk-Kandersteg Ltd.coreStrategic or Co-development PartnerShareholder partner representing Adelboden-Lenk-Kandersteg region with year-round skiing, hiking, and fishing activities.
• Tourism Biel SeelandcoreStrategic or Co-development PartnerShareholder partner representing Biel Seeland region - destination for food and wine lovers with UNESCO Biosphere status.
• Grand Chasseral TourismecoreStrategic or Co-development PartnerShareholder partner representing Grand Chasseral area in the Jura region of Bern.
• Haslital TourismcoreStrategic or Co-development PartnerShareholder partner representing Haslital region in the Jungfrau area.
• Lenk-Simmental Tourism Ltd.coreStrategic or Co-development PartnerShareholder partner representing Lenk-Simmental tourism region.
• Lake Thun TourismcoreStrategic or Co-development PartnerShareholder partner representing Lake Thun area tourism including castles and lake cruises.
• Canton of BerncoreStrategic or Co-development PartnerGovernment shareholder providing funding and support for Bern Region tourism promotion.
• Bern für den Film (Association)coreStrategic or Co-development PartnerAssociation 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. KGmajorTechnology or IntegrationTour offers provider (hiking, cycling, mountaineering, winter activities) integrated on the Made in Bern website for electronic databases, map and route planning.
• SharpSpring Inc.majorTechnology or IntegrationEmail marketing software provider used for newsletter distribution and website analytics with pseudonymized user profiling.
• Google Ireland LimitedmajorTechnology or IntegrationProvider of Google Analytics, Google Tag Manager, Google Ads, Google Ads Remarketing, Google Marketing Platform for web analytics and online advertising.
• Facebook Ireland Ltd.majorTechnology or IntegrationProvider of Facebook/Instagram pixel for advertising targeting and conversion tracking on the Made in Bern website.
• XIAG AGmajorTechnology or IntegrationWeb hosting provider with servers in Switzerland, Netherlands, and Finland. Website developer and CMS operator using TYPO3.
• Republica AGminorImplementation/ SI/ Consulting PartnerConcept and design agency for the Made in Bern website.
• BOLD AGminorImplementation/ SI/ Consulting PartnerAdditional concept and design partner for the Made in Bern website.
• Primus Communications GmbHmajorGTM or Marketing PartnerMedia services partner handling press releases, facts & figures, milestone events, and high-resolution image provision for media coverage.
• BLS (BLS AG)majorGTM or Marketing PartnerLake navigation services provider offering boat cruises on Lake Thun, Lake Brienz, and Lake Biel. Partner providing transit connections.
• Standortförderung Kanton BernmajorStrategic or Co-development PartnerCantonal economic development agency promoting Bern as a location for business and tourism.
• SchweizMobilminorGTM or Marketing PartnerSwiss outdoor activity routing platform partner for hiking, cycling, and other mobility activities.
• Schneesportinitiative Schweiz (GoSnow.ch)minorStrategic or Co-development PartnerSnow 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

Direct 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

• LinkedInlinkedin.com/company/made-in-bern-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Made in Bern