Visitors on a guided tour of the Berchtesgaden Salt Mine travel through the dark tunnel in a wooden train.

Salt Mine Berchtesgaden & Old Salt Works in Bad Reichenhall – A New Approach to Digital Visitor Experiences and Ticket Sales

Salt Mine Berchtesgaden & Old Salt Works in Bad Reichenhall bring the history of salt to life at two remarkable places.

The new digital solution guides guests from their first search all the way to entry — while creating greater efficiency for marketing and operations.

Concept & Consulting

Digital Platform Vision
Integrated Solution Architecture
Requirements Management & Functional Concept

UX & Interface Design

UX Concept
User-Centred Process Design
Scalable Design System

SEO, GEO and Analytics

Ongoing SEO
Optimization for AI search systems
Google Looker Studio

Technology & Development

Pimcore Multi-Tenant Architecture
Central Commerce Backend for Both Digital Experiences
Interactive 3D Experiences

E-Commerce & Ticketing

Various Ticket, Voucher and Product Types
End-to-End Online Booking Processes
Integration of Unzer as a Payment Provider
Automated Ordering and Payment Processes

Axess Integration & Synchronization

Interface Integration Between the Online Shop and Axess
Synchronization of Ticket Types, Prices and Availability
Transfer of Booking Data to Axess
Synchronization of Discount Codes, Vouchers and B2B Accounts

One Seamless Journey

Two distinct worlds of experience, different target audiences, and complex booking scenarios needed to come together in one simple digital guest journey. Together with pixelart, a platform emerged that seamlessly connects inspiration, information, and ticket purchasing.

Two brands. One system.

Distinct in Presence. Unified at the Core.

Salt Mine Berchtesgaden and Old Salt Works speak to different target audiences and tell their own stories. Both websites are built on a shared Pimcore platform and a scalable design system that creates consistency while enabling individual content, imagery, and offers.

Websites and ticket shops are available in German and English, with additional landing pages in further languages. Content can be managed centrally, reused, and targeted by location or language — reducing editorial workload and creating a stable foundation for new campaigns and digital services.

Connected ticketing

The right ticket for every audience.

The ticket shop is directly connected to Axess's point-of-sale system. Online sales and on-site checkouts draw on the same data pool. Availability, time slots, and prices are synchronized in real time — preventing overbooking and reducing manual reconciliation.

The system covers a range of ticket types and booking scenarios, from individual tickets and discounts to group offers, exclusive tours, and events. Tickets for special events, such as a dinner in the salt mine, can also be booked directly online. Partners additionally have access to a dedicated B2B area.

Axess – the checkout and ticketing solution with seamless integration between online sales and on-site box offices.

Pimcore – the platform for centralized content management and scalable digital experiences.

Spline – the tool for interactive 3D experiences directly in the browser.

Desktop view of an online ticket shop with a booking form and additional content pages.

From the start, the relaunch of our websites and ticket shops was guided in a structured, professional, and highly committed way. Among other things, we value the continuous development in SEO and now also GEO, which strengthens our digital presence sustainably. With pixelart, we have a partner who identifies digital trends early and helps us put them into practice successfully.

Christina Brandmayer

Tourism Marketing Team Lead

Seamless guest journey

From inspiration to entry.

The website and ticket shop are seamlessly connected, guiding guests through the entire digital journey — from offers and availability to booking. An interactive 3D tunnel map brings the salt mine to life even before the visit. After purchase, the ticket is instantly available digitally, including QR code, directly in Apple Wallet or Google Wallet.

Visibility that converts

Found online. Turned into visits.

The search for excursion destinations today spans search engines, map services, social media, and increasingly AI-based search systems.

SEO and GEO — optimizing visibility in AI-driven search tools and digital assistants — are continuously developed through careful grounding of both brands. Google Looker Studio is used to transparently evaluate and continuously strengthen SEO visibility, AI visibility, and sentiment.

Ready for what´s next

A foundation built to grow.

The new platform brings together brand management, content, ticketing, and data in one shared system. New offers, seasonal campaigns, and additional services can be flexibly integrated and used across both locations.

The result is more than a new website: a scalable digital sales and experience platform that simplifies daily operations, strengthens marketing, and guides guests along the entire journey.