General Privacy Policy of Zermatt Tourismus

The data controller responsible for processing your personal data is:

Zermatt Tourismus
Bahnhofplatz 5
CH - 3920 Zermatt

E-mail: datenschutz@zermatt.swiss

We always treat your data in accordance with the Swiss Federal Act on Data Protection Act (FADP). If and insofar as the provisions of the European General Data Protection Regulation (GDPR) are applicable, we also comply with them.

If you reside or are located in the EU or UK, or you are a member of a data protection supervisory authority in the EU or UK, you can contact our EU or UK representative by email or post with any enquiries as follows:

EU Representative:
Swiss Infosec (Deutschland) GmbH
Unter den Linden 24
10117 Berlin
Berlin, Germany

E-Mail-Adresse: zermatt-tourismus.dataprivacy@swissinfosec.de

UK Representative
Swiss GRC UK Limited
The Nova Centre
1 Purser Road
Northampton
NN1 4PG
England

E-Mail-Adresse: zermatt-tourismus.dataprivacy@swissgrc.uk.com

Zermatt Tourismus collects personal data directly from you - as the data subject - or from third parties, such as other people with whom you are travelling to Zermatt, hotels or restaurants, publicly accessible registers or other public sources. This information is stored centrally in the CRM database Salesforce together with other personal data that Zermatt Tourismus has collected about you (see Section 7 of this Privacy Policy for more information). Personal data can be provided voluntarily or collected automatically. For example, when you use our website. In addition, you may be asked to share personal data with Zermatt Tourismus when you contact Zermatt Tourismus (e.g. via contact form, email or chat).

The personal data that Zermatt Tourismus may collect independently or through third parties includes, among others:

• Usage data, such as domain name, user settings, browser type, session ID, authentication data and visitor time, interactions with our website, demographic characteristics and interests, your click and mouse movements, and other metadata;
• Device information, such as IP address, device model, software version;
• Location data, such as geolocalisation measurement or GPS data;
• Booking data, such as hotel or flat name, rental property, number of adults/children, number of overnight stays, number of rooms, booking price and method, room category, any visitor's tax exemptions and reasons, arrival and departure dates;
• Payment data, g. payment method, bank account details, credit card details, billing address;
• Contact details, such as e-mail address, first name, surname, telephone number, address;
• Authentication and login data, such as user name and password;
• Other personal data, such as gender, date of birth, family members, language, nationality, title, form of address, family members, interests, type of ID card or ID card number;
• Information about the organisation you belong to or represent, e.g. name and address of the organisation, professional e-mail address or telephone number, your function or position.

We use personal data about you for various purposes:

4.1 Use of the website www.zermatt.swiss in general

Below we describe which data we process when you use our website. Please note that data protection policies from third-party providers may also be relevant. These can be accessed directly, and it is important to study them carefully.

4.1.1 Purposes and legal basis

We collect data about you so that Zermatt Tourismus can offer the contents of the website and provide the products and services offered via the website. In such a case, the legal basis for data processing is the fulfilment of a contract (Art. 6 para. 1 lit. b GDPR) and our legitimate interests (Art. 6 para. 1 lit. f GDPR).

In addition, data is collected for the following purposes: analytics, interaction with live chat platforms, remarketing and behavioural targeting, tag management, contacting you, heat mapping (route tracking), session recording and registration and sending the newsletter. In these cases, the legal basis for data processing is the legitimate interests of Zermatt Tourismus (Art. 6 para. 1 lit. f GDPR) or, if required by law, your consent (Art. 6 para. 1 lit. a GDPR), e.g. for sending newsletters.

4.1.2 Analysis services

We use analytics services, such as Facebook Ads Conversion Tracking, Heat Maps & Recordings or Google Analytics, on our website so that we can monitor and analyse traffic and track your behaviour on our website, track and examine how this website is used, compile reports on your activities and use this information together with other services and draw conclusions about the user-friendliness of the website. In this way, Zermatt Tourismus optimises advertising or advertisements based on the actions of website visitors, for example by defining user-defined target groups that react more strongly to our advertising and are then increasingly confronted with our advertisements.

The providers can combine this information with data from other websites that you have visited and that are also analysed by these providers and use these findings for their own purposes (e.g. controlling advertising). If you are registered with these providers and logged in, these providers can recognise you.

The analytics services process your usage data, device information and location data for the above-mentioned purposes. Your personal data may be processed in Ireland and the USA.

You can find more information about our analytics services in our Cookie Policy and in the respective privacy policies of these providers.

4.1.3 Chat platforms

Our live chat platforms allow you to interact with third-party live chat platforms (e.g. live chat system Salesforce Chat) directly via this website in order to contact or be contacted by the support team responsible for this website.

This involves processing usage data, device information, contact data and content.

The providers of the services sometimes collect navigation and usage data even if you do not actively use the service. You should therefore consult the privacy policy of the respective provider.

4.1.4 Remarketing and behavioural targeting

Remarketing and behavioural targeting services (such as Facebook Retargeting / Remarketing with Facebook Pixel) allow us and our partners to analyse how this website was used by you in previous sessions in order to target, distribute and optimise advertising. In this way, activities on the website can be linked to the provider's advertising network and people who have previously used our website and services can be reached again and "brought back" and kept up to date with our offers via ads.

Usage data and device information are processed for this purpose. Your personal data may be processed in the USA.

You can find more information about our analytics services in our Cookie Policy and in the respective privacy policies of these providers.

4.1.5 Tag management

Tag management services (such as Google Tag Manager) are used to centrally manage the tags (= parts of code) or scripts that are required for this website. This results in your data flowing through these services and possibly being stored.

Usage data, device information and location data are processed for tag management. If you are logged in to one of our providers, this data may also be stored directly in your Google account. Your personal data may be processed in Ireland and the USA.

You can find more information about our analytics services in our Cookie Policy and in the respective privacy policies of these providers.

4.1.6 Use of cookies

This website uses cookies. In our cookie policy, we explain in more detail what cookies are and what they are used for. You can find our Cookie Policy here.

The use of cookies is in our legitimate interest (Art. 6 para. 1 lit. f GDPR) or is based on your consent (Art. 6 para. 1 lit. a GDPR).

4.1.7 Contact form

You have the option of using a contact form on the website to get in touch with Zermatt Tourismus. You can also contact us by email or post. When you contact us, we process the following personal data about you:

• Contact details
• Information from correspondence with you

This data is generally used to answer a contact request in the best possible and personalised way, which serves the provision of our services (Art. 6 para. 1 lit. b GDPR) or is in our legitimate interest (Art. 6 para. 1 lit. f GDPR).

4.2 Use of other products and services of Zermatt Tourismus

4.2.1 Bookings

If you book a hotel, event, restaurant or something else via our website or a tool integrated on our website or request information material or other services, we need your personal data for the administration and completion and for the legally compliant processing of the booking, which serves the provision of our services (Art. 6 para. 1 lit. b GDPR) or is in our legitimate interest (Art. 6 para. 1 lit. f GDPR):

• Contact details of you and your fellow travellers
• Booking data
• Payment data

The provision of voluntary information has no influence on the use of the website or the booking services. Service partners may also share information about you with Zermatt Tourismus, e.g. if you have questions about a booking.

The corresponding services are generally provided by third parties (and sometimes together with us). If necessary, the data collected in the process will be forwarded to these third parties.

This data may also be used for statistical purposes or for the targeted display of advertising to you (by Zermatt Tourismus or via social media platforms such as Facebook). The processing of your data for evaluation purposes and for the display of advertising is based on our legitimate interest within the meaning of Art. 6 para. 1 lit. f GDPR.

Further information on this can be found in the Privacy Policy for bookings at [insert URL].

4.2.2 Creation of a user account

If you decide to create a user account on our marketplace, we collect and process the following personal data about you:

• Contact details
• Authentication data
• User data
• Device data

We use this data to enable you to log in to your user account and to manage the user account.

Once you have created a user account on our website, all your bookings, reservations and purchases are stored on the marketplace so that you can find your entire booking and purchase history on the marketplace in one place at a glance.

The processing of this data serves the provision and administration of user accounts (Art. 6 para. 1 lit. b GDPR), it is in our legitimate interest (Art. 6 para. 1 lit. f GDPR) or is based on your consent, if required (Art. 6 para. 1 lit. a GDPR).

4.2.3 Purchase or redemption of a destination voucher

If you wish to purchase a destination voucher, give it as a gift or redeem it with us, we need certain information about you or the person to whom you wish to give the destination voucher.

Information on how we process personal data about you can be found in the separate Privacy Policy for destination vouchers here.

4.2.4 Use of the destination WiFi / access point

Zermatt Tourismus provides a destination Wi-Fi (wireless network). To use this Wi-Fi, you must accept the terms of use by means of a double opt-in procedure and provide certain personal data:

• Contact details
• Authentication data (username and password)

If you are logged into the destination WiFi (and share your location data with us) at the same location (e.g. restaurant or hotel) for more than one hour and you explicitly register to receive the newsletter, your data will also be forwarded to these third parties and processed by them. Information on the processing of your data by these third parties can be found in their respective privacy policies.

The processing of this data serves the provision of our services (Art. 6 para. 1 lit. b GDPR), is in our legitimate interest (Art. 6 para. 1 lit. f GDPR) or is based on your consent, if necessary (Art. 6 para. 1 lit. a GDPR).

4.2.5 Use of the Matterhorn app

Zermatt Tourismus provides guests of the destination Zermatt with the Matterhorn app, which is used to receive the latest news, information about weather conditions, offers or other information about Zermatt and to obtain services or purchase products.

Information on how we process personal data about you can be found in the separate Privacy Policy for the Matterhorn app here.

4.2.6 Subscribing to the newsletter

You have the option of subscribing to a newsletter. To do so, you must register and provide the following data:

• Contact details

In addition, you can voluntarily provide further personal data about your hobbies, interests or previous activities. This data is processed exclusively in order to personalise the information and offers sent to you and to better tailor them to your interests.

The Marketing Cloud from our CRM provider is used to send the newsletter.

A newsletter may also contain a so-called web beacon (tracking pixel) or similar technical means. A web beacon is a 1x1 pixel, invisible graphic that is associated with the user ID of the respective newsletter subscriber. The use of such web beacons serves to evaluate whether the emails containing the newsletter have been opened and to record and evaluate your click behaviour. In addition, this data is used for statistical purposes and to optimise the newsletter or to display targeted advertising to you (by Zermatt Tourismus or via other social media platforms, such as Facebook).

Newsletters are only sent to you on the basis of your consent within the meaning of Art. 6 para. 1 lit. a GDPR, which you can revoke at any time by unsubscribing (you will then be deleted from our system). The processing of your data for evaluation purposes and for the display of advertising is also based on our legitimate interest within the meaning of Art. 6 para. 1 lit. f GDPR.

4.2.7 Guest service

If you visit our Guest Service Centre and share contact details, payment details or date of birth with our employees, your data may be used, for example, to answer questions you may have regarding a booking or the destination Zermatt - Matterhorn.

If you call our guest service, the phone call can be listened to and recorded for training purposes or for quality management.

We have also installed video cameras in the Guest Service Centre to protect our staff and cash desks, which are marked accordingly. These video cameras record footage of you. The video recordings are stored securely, protected from unauthorised access, deleted after 72 hours and are only accessible to a limited number of people at Zermatt Tourismus.

The legal basis for this data processing lies in the provision of our service requested by you (Art. 6 para. 1 lit. b GDPR), in our legitimate interest (Art. 6 para. 1 lit. f GDPR) or, if necessary, we obtain your consent in advance (Art. 6 para. 1 lit. a GDPR).

4.2.8 Wolli Card

Together with Zermatt Bergbahnen AG (as joint controllers), Zermatt Tourismus offers the Wolli Card to families with children. With the Wolli Card, children can benefit from many attractive offers (more information can be found here).

To issue and use the Wolli Card, Zermatt Tourismus obtains the parents' consent and collects certain personal data, such as the parents' contact details and the child's name and date of birth. In addition, a photo of the child is required to issue the Wolli Card, for which we obtain your consent during the registration process. If you do not provide us with this data, your child will not be able to benefit from the Wolli Card offers.

In addition, the data collected will be used to send information and offers about the Wolli Card and a family newsletter, which will be sent to both parents and children, provided you have consented to the family newsletter and have given us your child's e-mail address.

The legal basis for this data processing is the fulfilment of a contract within the meaning of Art. 6 para. 1 lit. b GDPR and your consent (Art. 6 para. 1 lit. a GDPR).

You can exercise your and your child's data protection rights against us or Zermatt Bergbahnen AG at any time.

Information on how Zermatt Bergbahnen AG processes your personal data in connection with the Wolli Card can be found here.

4.2.9 Honouring guests

The director of tourism of the destinations of Zermatt, Täsch and Randa or his representative honours guests who have spent their holidays in one of these places for at least 20, 40 or 50 years (more information can be found here). If you would like to register for the guest honour or take part in the guest honour, we need certain personal details from you:

• Contact details
• Information about your past stays
• If you provide us with this data voluntarily, information about why you have returned again and again.

Participation is voluntary and Zermatt Tourismus only collects and processes your personal data if you contact us to participate.

The legal basis for this data processing is your consent or voluntary participation in the guest honour (Art. 6 para. 1 lit. a GDPR).

4.2.10 Collection and control of visitor's tax

Guests in the destinations of Zermatt, Täsch and Randa must pay a visitor's tax. Zermatt Tourismus is the legally appointed collecting body for this tax. Zermatt Tourismus is responsible for the billing and control of this tax. Zermatt Tourismus receives the necessary data from the service partners (e.g. hotels, mountain hut operators, etc.).

This data includes

• Contact details of you and your fellow travellers
• Booking data
• Payment data
• Date of birth, nationality and type of ID card or ID card number

Zermatt Tourismus has a legal mandate or a legitimate interest in processing this data (Art. 6 para. 1 lit. c and f GDPR).

4.3 Further processing purposes

The data provided by you or collected by Zermatt Tourismus as described above may also be processed by Zermatt Tourismus for the following purposes:

• Payment processing: We also integrate third-party service providers who take care of payment processing between you and Zermatt Tourismus or a service partner. These service providers share the payment information with us so that we can process and manage your booking.
• Marketing and other communications: We use your contact information to send you travel-related products and services if you have made a booking through us. You can unsubscribe from these marketing messages at any time.

Based on the information you share with us or we receive from social media partners through the use of cookies, you will see personalised offers on our website or on third-party websites/apps as well as personalised website views. The content of the pages you are shown may also be personalised.

If you take part in other promotional activities (such as competitions or contests), personal data will be collected in order to participate in and carry out these promotional activities. This may be the case, for example, if we collect your contact details because you take part in one of our prize draws or competitions so that we can identify you and, if you win, contact you.

• Market research: We occasionally ask guests of Destination Zermatt or other people who use our products and services to take part in surveys. You can read about how your personal data is collected and used in the information provided.
• To ensure a safe and reliable service: We may use personal data to detect and prevent fraud and other illegal or unwanted activities.
• Improving our services and internal purposes: We also use personal data for analytical purposes. This is not only to improve our services and optimise the user experience, but may also be for testing purposes, troubleshooting and improving the functionality of our website. Here we aim to use only pseudonymised data for these analytical purposes.
• Legal purposes: We also process your data to fulfil any legal obligations and to assert, defend or enforce claims.
• We also process your data if you have consented to this or if we have an overriding legitimate interest in doing so.

Within the scope of our products and services, we do not make any automated individual decisions based on personal data that take place outside of the conclusion or fulfilment of a contract. Should these activities be taken up in the future, we will inform you transparently about these automated individual decisions and your associated rights in this Privacy Policy or by other suitable means.

In certain circumstances, we share your personal data with third parties, e.g. in connection with the provision of our services or if we have a legal obligation to do so, if you have consented to this or if this is in our legitimate interest. These third parties may be located in Switzerland or abroad.

• The service provider you have booked: In order to finalise your booking, answer travel questions or process payments, we transmit the relevant booking data to the service or travel provider you have booked (e.g. hotel or restaurant).
• Booking services: We sometimes integrate booking services on our website. In this case, the data you enter is usually also collected directly by the third-party provider of a booking service and stored by them and/or forwarded to them by us. The data protection provisions of the respective third-party provider then apply and it is important to also consult these.
• Partner businesses for the destination voucher: You can redeem your destination voucher either directly at one of our partner businesses or via the Matterhorn app. In some cases, your personal data will be exchanged between the partner companies and us.
• Business partners: We work with business partners, such as tour operators or travel agencies, all over the world. These business partners market or advertise the Zermatt - Matterhorn destination. In principle, we do not share any of your personal data with these business partners unless you have given your consent or the exchange serves to provide our services in connection with an enquiry from you (e.g. forwarding of enquiries regarding accommodation, etc.).
• Competent authorities and police:
  • We disclose personal data for law enforcement purposes if required by law or urgently necessary for the prevention, detection or prosecution of criminal offences or fraud or if we are otherwise required to do so by law. In addition, we may share personal data with the competent authorities in order to protect our rights and those of our service or business partners.
  • If a person goes missing or another police emergency occurs, Zermatt Tourismus supports the police in their investigations. In such cases, the police may have direct (but limited) access to the contact and whereabouts data of the person concerned.
• Municipalities of Zermatt, Täsch and Randa: We share certain data with the municipalities of Zermatt, Täsch or Randa if we process your personal data on their behalf, if we have a legal obligation to do so or if a cantonal or municipal council resolution exists.
• Third-party organisations / third-party companies: In the context of reorganisations, restructurings or transactions, such as a merger, consolidation, sale of assets or in the unlikely event of insolvency or bankruptcy, we may share your data with other organisations, companies or even authorities.
• Other third parties: We use service providers, such as payment providers, IT/software providers, CRM providers, banks, insurance companies, advertising agencies, social media platform operators or external consultants to process personal data about you on our behalf. They are subject to confidentiality obligations and are bound by contracts for commissioned data processing; they are not authorised to process personal data for purposes other than those specified by Zermatt Tourismus.

Personal data is only transferred abroad if the applicable legal requirements are met. Zermatt Tourismus transfers data to, stores data in or allows access to data from the following countries: United Kingdom and the EU Member States as well as the USA. Third parties abroad are obliged to the same extent as Zermatt Tourismus to protect data. If the level of data protection in a country does not correspond to that in Switzerland or Europe, e.g. in the USA, Zermatt Tourismus ensures by contract that the protection of personal data corresponds to that in Switzerland or the EU at all times, e.g. by signing EU standard contractual clauses including the Swiss Annex.

Personal data is only processed and stored for as long as is necessary for the purpose for which it was collected.

The following therefore applies:

• Personal data collected for the purpose of fulfilling a contract concluded between Zermatt Tourismus and you will be stored at least until this contract has been completely fulfilled.
• Personal data that is collected to protect the legitimate interests of Zermatt Tourismus will be stored for as long as is necessary to fulfil these purposes.
• In addition, Zermatt Tourismus is permitted to store personal data for a longer period if you have given your consent, as long as the consent is not revoked or if this is necessary to fulfil a legal obligation (e.g. accounting regulations, retention obligation or tax law) or by order of an authority or as part of a procedure.

After expiry of the retention period, which is generally ten years, your data will be deleted.

Zermatt Tourismus has implemented a detailed archiving and deletion policy so that all employees have clear instructions on the retention period.

Zermatt Tourismus takes appropriate security measures to prevent unauthorised access and the unauthorised transfer, modification or destruction of data. The security measures are continuously improved in line with technological developments.

The SSL procedure (Secure Socket Layer) is used within the website visit in conjunction with the highest level of encryption supported by your browser. As a rule, this is 256-bit encryption. If the browser does not support 256-bit encryption, 128-bit v3 technology is used instead. Whether an individual page of the website is transmitted in encrypted form can be recognised by the closed display of the key or lock symbol in the lower status bar of the browser.

Data processing is carried out using computers or other IT-based systems in accordance with organisational procedures and practices that are specifically geared to the stated purposes. Electronic data collections are protected by logins and passwords.

In addition, Zermatt Tourismus employees are trained in data protection and receive ongoing further training on the basis of various information sheets and directives. The premises of Zermatt Tourismus are monitored and, where necessary, video-monitored.

Our partners, employees and third-party service providers who have access to your data (including personal data) are subject to confidentiality obligations and, where necessary, have concluded a commissioned data processing agreement with us.

We work closely with an external law firm to ensure that your personal data is always protected to the highest legal standard.

You can exercise various rights in relation to your data processed by Zermatt Tourismus.

In particular, you have the right to do the following:

• Obtain information regarding the processed data. You have the right to find out whether data is being processed by Zermatt Tourismus, to obtain information about individual aspects of the processing and to receive a copy of the data.
• Request the deletion or other removal of personal data. Under certain circumstances, you have the right to request the deletion of your data.
• Have it checked and corrected. You have the right to verify the accuracy of your data and to request that it be updated or corrected.
• Withdraw your consent at any time. If you have consented to the processing of personal data, you can withdraw your consent at any time.
• Object to the processing of your data. You have the right to object to the processing of your data if the processing is based on a legal basis other than consent.
• Request restriction of You have the right to restrict the processing of your data under certain circumstances.
• Receive data and have it transferred to another controller. You have the right to receive your data in a structured, commonly used and machine-readable format and, where technically feasible, to have it transmitted to another controller without hindrance.
• Lodge a complaint. You have the right to lodge a complaint with the competent supervisory authority. In Switzerland, this is the Federal Data Protection and Information Commissioner (edoeb.admin.ch).

All enquiries regarding the exercise of rights can be directed to Zermatt Tourismus using the contact details provided. Please note that the granting of these rights may be refused or restricted in some cases for legal reasons or on the basis of data protection law.

Zermatt Tourismus reserves the right to make changes to this Privacy Policy at any time. Changes or amended versions of this Privacy Policy will be published with a pop-up notice at www.zermatt.swiss. We therefore recommend that you visit this page regularly and check the date of the last change indicated at the bottom of the page. If changes affect the use of data based on your consent, Zermatt Tourismus will - if necessary - obtain new consent.

Last updated 27.06.2025

In the event of any conflict or inconsistency between this version and the German version of this General Privacy Policy of Zermatt Tourismus, the German version shall prevail.