First Camp Group: Julia Harnischfeger is the new Managing Director for the DACH region

First Camp Group, Northern Europe’s leading campsite and resort operator, is strengthening its development strategy in the German-speaking market with the appointment of Julia Harnischfeger as Managing Director for the DACH region. A decision that confirms the Group’s intention to accelerate growth in an area considered a priority and offering high potential.

A manager with consolidated international experience in hospitality, Julia Harnischfeger has held key roles – including chief operating officer and managing director – in leading hotel chains, as well as with operators active in the student housing and serviced apartments sectors. Throughout her professional career she has developed strong expertise in Operational Excellence and in the development of complex organisations, skills she will now place at the service of First Camp’s consolidation and expansion in the DACH region.

DACH region: a key market for growth

In the DACH area, First Camp Group is already among the leading operators thanks to the Camping Lodge brand in Switzerland and Azur Camping in Germany, in addition to the independent sites Harz Camp Goslar and Via Claudia. The portfolio currently comprises eight campsites in Germany and five in Switzerland, all located in prominent destinations. Site development is based on sustainability, digitalisation and continuous quality improvement, in close collaboration with local stakeholders, while preserving the distinctive identity of each destination.

“We are delighted to welcome Julia Harnischfeger as Managing Director for the German-speaking market,” says Johan Söör, Group CEO of First Camp. “Germany alone is home to more than 3,000 campsites – making the DACH region our single most important growth market for the years ahead. Julia Harnischfeger brings exactly the right skill set to expand our portfolio, build the operational structures needed to support a growing organization, and develop our campsites in a sustainable, future-ready way. That takes operational excellence, but also a genuine feel for what makes each destination unique – and she has proven both throughout her career”.

Beyond the DACH region, First Camp Group operates in Sweden, Denmark, Norway and Finland, for a total of 91 destinations across Europe, offering more than 20,000 pitches for caravans and motorhomes and over 3,500 accommodation units.