Mobile Augmented Reality (AR) apps promote a new way of marketing the touristic offer of a territory, by overlaying useful information directly on top of what the user sees. These apps analyze the sensor readings (GPS position and phone orientation) and possibly also the camera view, to understand what the user is watching and enrich the view with contextual information to enable knowledge acquisition and exploration. Developing mobile AR apps poses several challenges related to the acquisition, selection, transmission and display of information, which get more demanding in mountain applications where usage without Internet connectivity is a strong requirement. This paper discusses the experience of a real world mobile AR application for mountain tourists, from its design to the feedback from the community of users.