Val di Fassa Tourist Board

What Val di Fassa Tourist Board does

Val di Fassa Tourist Board (Azienda per il Turismo della Val di Fassa – Società Cooperativa) is a non-profit destination marketing organization (DMO) headquartered in Canazei, in the Trentino province of the Italian Dolomites. It functions as a cooperative governance vehicle for collective destination promotion, with members drawn from local accommodation providers, lift operators, and municipal entities across the Val di Fassa valley. Its functional role is to market the valley as an integrated tourism destination — leveraging the UNESCO World Heritage designation of the Dolomites and the Ladin minority cultural identity — to leisure visitors, principally for skiing, alpine hiking, and cultural tourism.

Its core products are destination-level services rather than discrete commercial products: coordinated marketing campaigns, content and information portals, event co-organization, and member-stakeholder coordination. The underlying technology stack is built on third-party platform integrations rather than proprietary systems, including Feratel (webcams and tourism-data feeds), Magnews (marketing automation), and Kumbe (digital destination services). The cooperative is integrated into larger destination networks — Dolomiti Superski (the world's largest ski carousel) and Club5 (the top five Italian ski venues) — which provide aggregated demand and joint-marketing reach.

The business model is that of a publicly-oriented cooperative funded through a blend of member contributions, the local tourist tax (imposta di soggiorno), provincial and EU public grants, and commercial sponsorship/partnership revenue. It does not sell directly to end consumers; instead it captures value via member dues and public funding tied to destination performance. Recent activity indicates a deliberate diversification of the demand window — into sports tourism (Genoa CFC training camp partnership), cycling tourism (PON Bike Italia), and sustainability positioning (GSTC certification pursuit) — to reduce seasonality dependence on the winter ski core.

Name

Val di Fassa Tourist Board

Legal name

AZIENDA PER IL TURISMO DELLA VAL DI FASSA SOCIETÀ COOPERATIVA

Website

https://fassa.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Val di Fassa Tourist Board is a non-profit cooperative DMO based in Canazei, Trentino, that collectively markets the Val di Fassa Dolomite valley — leveraging UNESCO World Heritage status and Ladin heritage — to leisure tourists and coordinates with accommodation providers, lift operators, and regional tourism networks.

Ownership category

akta.pro rank

Headquarters

HQ city

Canazei

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 Services: The Azienda per il Turismo della Val di Fassa Società Cooperativa generates revenue through intermediation and booking of services and tourist packages at accommodation facilities. The organization also promotes the tourist image of the territory and provides destination marketing services.
2. Newsletter and Marketing Services: Periodic sending of newsletters concerning events, promotional initiatives, and tourism promotion in the Trentino region, including best holiday offers
3. Destination Cards and Passes: Sale of destination cards including Val di Fassa Guest Card, Panorama Pass, and Dolomiti Supersummer offerings that provide access to ski lifts, experiences, and local benefits

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Val di Fassa Tourist Board (APT Val di Fassa) is the official destination marketing organization for the Val di Fassa valley in the Trentino Dolomites, organized as a cooperative society. It promotes the destination through a unified digital platform (fassa.com) that delivers tourism information, accommodation booking intermediation, real-time weather and webcam services, destination cards (Val di Fassa Guest Card, Panorama Pass, Dolomiti SuperSummer, Dolomiti SuperSki), curated hiking and MTB tour content, ski lift information, and an events and experiences platform. It also produces signature cultural and sports events and integrates with Trentino Marketing and Dolomiti Superski networks.

Product overview

Val di Fassa Tourist Board operates as a destination marketing organization offering a unified digital platform that integrates tourism promotion, visitor services, and holiday planning tools. The core portfolio consists of destination cards (Val di Fassa Guest Card, Panorama Pass, Dolomiti SuperSummer, Dolomiti SuperSki), accommodation booking intermediation, real-time weather and webcam services, curated hiking and MTB tour information, ski lift and slope conditions, and an events and experiences platform. The visitor-facing digital ecosystem is powered by Feratel technology and maintained by Kumbe, with newsletter distribution managed through the Magnews platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Val di Fassa Guest Card

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered strategic and core.

• Genoa Cricket and Football ClubstrategicGTM or Marketing Partner · 16 July 2026Hosting Genoa's summer football training camp in Moena (July 2026), bringing professional sports visibility to Val di Fassa as a summer altitude training destination.
• Trentino (Trentino Marketing)coreStrategic or Co-development PartnerRegional tourism partnership with Trentino Marketing for coordinated promotion of the Trentino region, including joint marketing initiatives, event programming, and brand alignment for tourism in Northern Italy.
• Dolomiti SuperskicoreStrategic or Co-development PartnerIntegration with the Dolomiti Superski consortium for ski pass distribution and ski area promotion, providing access to one of the world's largest ski regions.
• Dolomites (UNESCO)coreStrategic or Co-development PartnerCo-marketing relationship leveraging the UNESCO World Heritage designation of the Dolomites, positioning Val di Fassa as part of this internationally recognized natural landmark.
• FeratelcoreTechnology or IntegrationTechnology partnership providing website infrastructure, weather monitoring systems, webcam integration, and booking technology for the official destination portal.
• PON Bike ItaliastrategicGTM or Marketing PartnerPartnership announced in 2026 for cycling tourism development, including hosting Italy's first Santa Cruz Owners Day event and co-developing cycling experiences in the Dolomites.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Dolomiti Superski: Dolomiti Superski is the consortium that aggregates ski areas across the Dolomites, including Val di Fassa's lifts. It is the most established ski pass distributor in the region and a strategic partner that also functions as a broader-incumbent in destination-level ski promotion.

Direct peers

• Visit Trentino (Trentino Marketing): Visit Trentino is the regional tourism marketing body for the Autonomous Province of Trento. It is the strategic parent/partner organization for Val di Fassa Tourist Board, coordinating regional promotion, event programming, and brand alignment across all Trentino DMOs including Val di Fassa.
• Arabba Marmolada Tourism Board: Arabba Marmolada Tourism Board is the DMO for the Arabba-Marmolada ski area at the heart of the Sellaronda. It is a direct comparable in destination marketing scope, ski-area promotion, and Sellaronda MTB / ski tourism coordination, sharing the same Dolomiti Superski network.
• Alta Badia Tourist Board: Alta Badia Tourist Board is the destination marketing organization for the neighboring Alta Badia valley in the Dolomites. It directly competes with Val di Fassa for the same international ski and summer tourism segments, operates the same destination card/pass model, and is integrated into the same Dolomiti Superski consortium.
• San Martino di Castrozza - Primiero Tourist Board: San Martino di Castrozza - Primiero is a DMO in the Dolomites operating with the same cooperative structure and dual-season model. It is a comparable Italian destination marketing organization sharing Trentino/Dolomiti regional coordination.
• Cortina d'Ampezzo Tourist Board: Cortina d'Ampezzo Tourist Board is the DMO for one of the most iconic Dolomites destinations and a 2026 Winter Olympics host. Comparable in destination marketing function, premium positioning, and ski pass distribution, with elevated brand visibility from the upcoming Olympic cycle.
• Val di Fiemme Tourist Board: Val di Fiemme Tourist Board is the DMO for the adjacent Val di Fiemme valley in Trentino. It operates with the same Italian cooperative (Azienda per il Turismo) structure, shares the same regional partnership with Trentino Marketing, and competes for the same Italian and DACH visitor base.
• Val Gardena Tourist Board: Val Gardena Tourist Board is the DMO for the adjacent Val Gardena valley in the Dolomites. It serves the same dual-season (ski + hiking) audience, sits within the Dolomiti Superski network, and competes head-to-head for accommodation bookings and lift pass demand.
• 3 Zinnen Dolomites (Hochpustertal Tourism Board): 3 Zinnen Dolomites is the DMO for the Hochpustertal / Three Peaks area in South Tyrol. It is a comparable destination marketing organization promoting ski and summer tourism in the Dolomites, selling destination cards and integrated ski passes.

Regional players

• IDM Südtirol / Alto Adige Tourism Board: IDM Südtirol is the regional DMO for South Tyrol (Alto Adige), the neighboring province. It serves overlapping international audiences and competes with Val di Fassa for Dolomites-bound travelers, but operates across a larger geographic territory and does not directly compete in the Val di Fassa geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubefassa.com/youtube
• Facebookfassa.com/facebook
• Instagramfassa.com/instagram
• LinkedInlinkedin.com/company/visitfassa

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Val di Fassa Tourist Board