Julia Harnischfeger Appointed to Lead First Camp Group in the DACH Region
First Camp Group, Northern Europe's leading campsite and resort operator, has appointed hospitality expert Julia Harnischfeger as Managing Director for the DACH region.
Stockholm, 13.02.2026– Through its brands Camping Lodge in Switzerland, Azur Camping in Germany, and the standalone brands Harz Camp Goslar and Via Claudia, First Camp Group ranks among the leading camping groups in the German-speaking market. To deliver on its ambitious growth plans in this dynamic and strategically important region, the group has appointed Julia Harnischfeger – a seasoned hospitality executive with deep expertise in Operational Excellence.
Julia Harnischfeger brings extensive senior leadership experience in the hospitality industry. In her roles as Chief Operating Officer and Managing Director, she has held key positions with established hotel chains as well as student housing and serviced apartment operators. Her international career spans several Central European markets, where she successfully built sustainable growth and operational structures. She joined First Camp Group in early 2026, applying her operational and strategic expertise to drive the further development of the DACH region.
"We are delighted to welcome Julia Harnischfeger as Managing Director for the German-speaking market. 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," says Johan Söör, Group CEO of First Camp.
The two umbrella brands, Camping Lodge and Azur Camping, have established themselves as leading operators in the German-speaking camping market through their commitment to quality, service, and sustainability. The portfolio currently comprises eight campsites in Germany and five in Switzerland, all in prime locations. The group's approach to developing its sites centers on sustainability, digitalization, and continuous quality improvement – in close partnership with local stakeholders. Each campsite retains its own distinct identity, reflecting the unique character of its surroundings.
For further information, please contact:
Johan Söör
CEO, First Camp
johan.soor@firstcamp.se
+46 (0)766-411 825
About us
First Camp Group is Northern Europe’s leading camping and resort operator. The group comprises 91 destinations across Sweden, Denmark, Norway, Finland, Germany and Switzerland, operated under the brands First Camp, Jesperhus, Kronocamping Lidköping, Leksand Resort, Camp Ripan, Apukka Resort, Via Claudia, Camping Lodge, and Azur Camping.
Altogether, the destinations offer more than 20,000 pitches for caravans and motorhomes, as well as over 3,500 cabins. Since 2017, First Camp Group has acquired more than 70 destinations and focuses on growth through digitalisation, guest satisfaction and sustainability.
Read more about First Camp Group at corporate.firstcamp.se
