Azienda per il Turismo Fiemme e Cembra

What Azienda per il Turismo Fiemme e Cembra does

Azienda per il Turismo Fiemme e Cembra (APT Fiemme e Cembra) is the official destination management organization (DMO) for Val di Fiemme and Val di Cembra, two adjacent Alpine valleys in the Trentino region of northern Italy. Headquartered in Cavalese with 17 employees, the organization promotes the destination year-round across winter (alpine and cross-country skiing), summer (mountain biking, hiking, trekking), and shoulder seasons (wellness, food and culture). Its underlying digital platform is a multilingual tourism portal (Italian, English, German, Polish, Czech) integrating accommodation booking, ski pass purchasing via Dolomiti Superski, the Fiemme Cembra Guest Card loyalty program, and the Summer Card lift-access program.

The core product portfolio consists of the Fiemme Cembra Guest Card (a regional loyalty card providing access to experiences and discounts), the Summer Card (discounted unlimited summer lift access), an integrated hotels and lodging booking platform covering hotels, apartments, residences, farmhouses, B&Bs, mountain huts, campsites, and youth hostels, plus the Fiemme Obereggen ski areas (five interconnected areas: Alpe Cermis, Latemar Dolomites, Bellamonte Alpe Lusia, Passo Rolle, Oclini — totaling over 110 km of slopes and 50 lift facilities). Mountain bike, hiking/trekking, and wellness-in-nature service offerings complete the activity stack, with operational support from 120 ski instructors and over 80 hiking trails.

As an Azienda per il Turismo under Italian law, the organization is a public entity with registered share capital of €220,000, funded through regional tourism authorities (subscription/recurring stream) supplemented by accommodation and skipass commissions. Its go-to-market is direct-to-consumer via website, social media (@VISITFIEMME, @VISITVALDICEMBRA), newsletters, and major event hosting. Strategic positioning leverages UNESCO World Heritage Dolomite scenery, Italy's first Wellness Community designation, and hosting of the 2026 Winter Olympics cross-country skiing and curling competitions (February 2-20, 2026), alongside recurring international events such as the Tour de Ski and Marcialonga.

Name

Azienda per il Turismo Fiemme e Cembra

Legal name

Azienda per il Turismo Fiemme e Cembra

Website

https://visitfiemme.it

Company type

Private

Operating status

Operating

Short description

Public destination management organization (DMO) promoting Val di Fiemme and Val di Cembra in Trentino, Italy, to leisure travelers through a multilingual booking platform, the Fiemme Cembra Guest Card loyalty program, and five interconnected ski areas serving skiing, cycling, hiking, and wellness tourism.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520), Historical Sites (712120)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

Cultural, Heritage & Arts Travel Agencies (THAKAFAK), Itinerary Management & Trip Collaboration Apps (THALAMAE), Culture, Heritage & Arts Itinerary Planning (THAKAOAK)

Keywords

• Destination marketing organization
• Tourism promotion services
• Mountain resort marketing
• Hospitality booking platform
• Alpine tourism services

Headquarters

HQ city

Cavalese

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism Promotion and Marketing Services: Destination marketing organization funded by regional tourism authorities to promote Val di Fiemme and Val di Cembra as tourist destinations, attracting visitors year-round for skiing, biking, hiking, and wellness activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Azienda per il Turismo Fiemme e Cembra is the official destination management organization for Val di Fiemme and Val di Cembra in Trentino, Italy. It operates a multilingual tourism portal with integrated accommodation booking, ski pass sales, and a guest card program that aggregates local experiences, activities, and partner services. The organization markets year-round outdoor offerings including skiing, mountain biking, hiking, and wellness, while promoting major international events hosted in the region.

Product overview

Azienda per il Turismo Fiemme e Cembra (APT Fiemme e Cembra) operates as the official destination management organization for Val di Fiemme and Val di Cembra in Trentino, Italy. Its digital presence centers on a multi-seasonal tourism portal offering integrated booking services and destination promotion. The core offering includes the Fiemme Cembra Guest Card (a loyalty program with experiential benefits) and the Summer Card (discounted lift passes), supported by a Hotels & Lodging Booking Platform for accommodations. The destination features five interconnected ski areas (Alpe Cermis, Latemar Dolomites, Bellamonte Alpe Lusia, Passo Rolle, Oclini) marketed as Val di Fiemme/Obereggen, plus comprehensive summer activities including mountain biking (with Bike Express shuttle), hiking/trekking (80+ trails, via ferrata, multi-day routes), and wellness programs. The organization promotes major international events including the Tour de Ski, Marcialonga, and the 2026 Winter Olympics hosted at Lago di Tesero.

Differentiator

Problem solved

Functional benefit

Products and services

• Fiemme Cembra Guest Card A guest loyalty and privileges card that provides access to experiences, services, and discounts across Val di Fiemme and Val di Cembra accommodations, activities, and partner establishments for staying visitors.
• Summer Card A discounted lift pass offering unlimited daily access to summer mountain lifts for guests staying at participating accommodations, enabling access to hiking trails, mountain huts, and panoramic viewpoints.
• Hotels & Lodging Booking Platform An online accommodation search and booking system enabling visitors to search and reserve hotels, apartments, residences, farmhouses, bed & breakfasts, mountain huts, campsites, and youth hostels across Val di Fiemme and Val di Cembra.
• Mountain Bike & Cycling Services Comprehensive cycling vacation services including the Cycle Route of the Dolomites, mountain bike and e-bike rentals, Bike Express shuttle service, mountain bike guides, and lift facilities with bicycle transport, with dedicated bike-friendly accommodations.
• Hiking & Trekking Services Hiking vacation services featuring over 80 trails, via ferrata routes, multi-day treks, mountain huts, lift-accessible high-altitude routes, mountain guides, and themed walks including the Dolomites Ronda multi-day itinerary.
• Wellness in Nature Programs Nature-based wellness activities including forest experiences, outdoor yoga and meditation events, Kneipp therapy paths, bio-lake facilities, and spa services at partner hotels, anchored by Val di Fiemme's designation as Italy's first Wellness Community.

Segments6 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

Ten partnerships are on record, tiered minor and core.

• La SportivaminorOthersPartner - outdoor footwear and equipment brand, headquartered in the Trentino region.
• Dolomiti SuperskicoreStrategic or Co-development PartnerPartnership with Dolomiti Superski providing unified skipass access to 5 ski areas in Val di Fiemme/Obereggen, with integrated online booking through the Dolomiti Superski shop.
• Trentino MarketingcoreGTM or Marketing PartnerRegional tourism marketing partnership promoting Val di Fiemme and Val di Cembra as part of the broader Trentino destination marketing initiatives.
• FelicettiminorOthersLocal partner - pasta producer from the Val di Fiemme region.
• Fiemme TremilaminorOthersLocal partner - outdoor/adventure company from Val di Fiemme.
• Tito SpeckminorOthersLocal partner - traditional mountain restaurant and food establishment in Val di Fiemme.
• Caseificio Puzzone DOPminorOthersLocal partner - DOP (PDO) cheese producer from Val di Fiemme.
• Caseificio CavaleseminorOthersLocal partner - cheese producer from Cavalese, Val di Fiemme.
• Cassa Rurale Val di FiemmeminorOthersLocal partner - credit union/bank from Val di Fiemme.
• StarpoolminorOthersPartner - wellness/pool equipment company.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trentino Marketing: Regional destination marketing organization for the Trentino province, of which APT Fiemme e Cembra is a sub-regional member. Directly comparable in mandate, governance structure (publicly funded), and product mix (skiing, hiking, wellness, culture in the Dolomites).
• IDM Südtirol / Alto Adige: The DMO for South Tyrol, the adjacent Alpine province sharing the Dolomite ski territory. Operates a similar multilingual, multi-season tourism platform and competes with APT for international Dolomite visitors year-round.
• Dolomiti Superski: The unified Dolomite ski consortium that bundles 12 ski areas (including Val di Fiemme/Obereggen) under a single skipass. APT is a member/partner; the consortium is the closest comparable in terms of integrated ski distribution, marketing, and booking technology.
• Cortina Marketing (Consorzio Cortina Turismo): DMO for Cortina d'Ampezzo, also a 2026 Winter Olympics venue. Closest peer in terms of Dolomite positioning, upscale alpine tourism mix, Olympic co-host status, and HNW visitor profile.
• Dolomiti Val Gardena Tourismus (Val Gardena Marketing): DMO for the Val Gardena valley, a competing Dolomite destination in South Tyrol with similar ski, hiking, and summer offerings. Direct competitor for international visitors and member of the same Dolomiti Superski network.
• Kronplatz / Plan de Corones Tourismus: DMO and ski-area marketing organization for Kronplatz in South Tyrol. Comparable in scale and product mix (single dominant ski area plus summer activities) and competes for the same German, Austrian, and Northern European feeder markets.
• Skirama Dolomiti Adamello Brenta: Consortium of ski areas in the Trentino and Lombardy Dolomites offering a unified skipass. Comparable to Dolomiti Superski in business model and directly competes for ski tourists within the same province.

Broad incumbents

• Tirol Werbung (Tourismusverband Tirol): The Austrian state tourism board for the Tirol region, a long-established and well-funded DMO that competes with APT for international Alpine visitors. Broader portfolio but operates a directly comparable destination marketing model.

Regional players

• Engadin St. Moritz Tourismus: DMO for the Engadin valley in Switzerland, an Alpine destination with comparable multi-season offering (skiing, hiking, wellness, culture) and a similar upscale positioning. Cross-border competitor rather than direct in-territory rival.

Others

• Visit Finland / Haus des Nordens: National DMO with a comparable mandate (destination promotion, multi-channel booking, language-localized content). Useful as a benchmark for DMO operational and digital marketing maturity at a larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Azienda per il Turismo Fiemme e Cembra