Tarbes Tourisme

What Tarbes Tourisme does

Tarbes Tourisme (legally Office de Tourisme de Tarbes) is the official municipal tourism office of Tarbes, a city in the Hautes-Pyrénées department of Occitanie, France. Founded in 1990 and wholly owned by the Ville de Tarbes (City of Tarbes), the organization functions as a public-service entity that provides visitor information, trip-planning support, and heritage interpretation for inbound tourists. It serves individual leisure travelers, families, organized groups, and gastronomy enthusiasts through its physical office at 3 cours gambetta in central Tarbes and a multilingual digital portal (tarbes-tourisme.fr) available in French, English, and Spanish.

The core platform is a digital tourism portal combining an events calendar, accommodation and restaurant directories, downloadable brochures, a heritage trail mobile application with on-site ground markers, and social media presence across Instagram, Facebook, YouTube, and LinkedIn. The organization manages and promotes several distinctive heritage assets: the Haras de Tarbes (an 8-hectare Napoleon-era stud farm and birthplace of the Anglo-Arabian horse breed), the Musée Massey (housing the Musée International des Hussards with over 15,000 objects and 150 mannequins, plus the Museum of Fine Arts), and the 11-hectare Jardin Massey classified as a 'Jardin remarquable'. Distribution is direct-to-consumer through both physical office walk-ins and self-serve digital channels, supplemented by a curated network of 35+ partner restaurants, local producers, and certified cultural guides.

Tarbes Tourisme is funded primarily through its municipal parent and earns modest direct revenue from unit-priced services: guided tours of the Haras de Tarbes (€7/€10 adults, €2 children, €5 students/groups), museum workshops (€2-€25 per participant), and group guided tours (€25 per group of up to 25). Most attractions, including the Jardin Massey, the Halle Marcadieu producers' market, and most museum exhibitions, are free. The organization holds Destination d'Excellence and Tourisme & Handicap certifications from Atout-France, Accueil Vélo certification, a four-flower Ville fleurie rating, and is a member of ADN Tourisme and Office de Tourisme de France. Its marketing motion is event-driven, centered on flagship festivals such as Tarba en Canta, Equestria, Tarbes en Tango, and Les Petits As.

Name

Tarbes Tourisme

Legal name

Office de Tourisme de Tarbes

Website

https://tarbes-tourisme.fr

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Tarbes Tourisme is the official municipal tourism office of Tarbes, France, providing visitor information, guided tours, and heritage site promotion across a multilingual website, mobile app, and physical office. It serves individual travelers, families, and groups visiting the city and the Pyrenees region.

Ownership category

akta.pro rank

Product category

Tourism Information Services

NAICS

Tour Operators (56152), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)

Keywords

• Destination marketing services
• Visitor information center
• Guided heritage tours
• Cultural tourism promotion
• Tourism office services

Headquarters

HQ city

Tarbes

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Visitor Services and Information Provision: Free visitor services including information provision, maps, brochures, and trip planning assistance at the physical tourist office location.
2. Guided Tour Fees: Revenue from guided tours of the Haras de Tarbes (stud farm): Adults €7/€10 with animation, Children €2, Students/Groups €5.
3. Museum Workshops and Activities: Fees for museum workshops including family workshops (€10), accessible workshops (€2), and guided tour group visits (€25 for groups up to 25).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Tarbes Tourisme is the official municipal tourism office of the City of Tarbes (Ville de Tarbes), providing visitor information, accommodation and restaurant directories, event listings, and guided tours for the city and surrounding Pyrenees destinations. It directly operates and manages several cultural heritage assets including the Haras de Tarbes national stud farm, Musée Massey, Jardin Massey, Halle Marcadieu covered market, Halle Brauhauban covered market, the Maison Natale du Maréchal Foch, and Cathédrale Notre-Dame de la Sède.

Product overview

Tarbes Tourisme operates the official tourism website for the city of Tarbes in the French Pyrenees. The platform provides visitor information services including an events calendar, accommodation and restaurant directories, and guided tour bookings. Key attractions promoted include the Musée Massey (housing the International Hussars Museum and Museum of Fine Arts), the historic Haras de Tarbes stud farm, the classified Jardin Massey gardens, and the weekly Halle Marcadieu market. The tourist office also manages heritage sites including the Maison Natale du Maréchal Foch and the Cathédrale Notre-Dame de la Sède. Services are available in French, English, and Spanish.

Differentiator

Problem solved

Functional benefit

Products and services

• Tourist Information and Visitor Services Core information service for individual tourists and visitors, providing destination information, maps, brochures, accommodation and restaurant directories, and event listings for Tarbes and the surrounding Pyrenees area. Delivered via the physical tourist office and the multilingual website.
• Guided Tours Service Paid guided tours of Tarbes heritage sites and the Pyrenees area, offered to individuals, families, and groups, with reservations available via the website and at the tourist office.
• Musée Massey Museum in Tarbes managed by the tourism office, housing collections on local history, fine arts, and the Pyrenees, open to individual visitors, families, and groups.
• Haras de Tarbes (National Stud Farm) National stud farm heritage site in Tarbes operated by the tourism office, open to visitors interested in equestrian heritage, with guided tours and events for individuals, families, and groups.
• Jardin Massey Botanical and landscaped garden adjoining Musée Massey in Tarbes, managed by the tourism office and open to individual visitors, families, and groups as a leisure and cultural attraction.
• Halle Marcadieu Market Covered market in Tarbes managed by the tourism office, featuring local producers and regional food offerings for visitors and residents.
• Halle Brauhauban Market Covered market in Tarbes managed by the tourism office, providing a food and local-produce destination for visitors and residents.
• Maison Natale du Maréchal Foch Birthplace museum of Marshal Foch in Tarbes, managed by the tourism office and open to individual visitors, families, school groups, and heritage tour groups.
• Cathédrale Notre-Dame de la Sède Historic cathedral in Tarbes managed by the tourism office, open to visitors as a heritage site with guided tours available through the guided-tours programme.

Quantifiable outcome

• Tarbes hosts major international events including Les Petits As (junior tennis world championship), Tarba en Canta (polyphonic music festival), Equestria (horse and arts festival), and Tarbes en Tango (international tango festival)

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Atout-FrancecoreOthersOfficial French tourism development agency providing destination certification (Destination d'Excellence, Tourisme & Handicap) and quality standards endorsement for Tarbes as a premier tourism destination.
• Ville de Tarbes (City of Tarbes)coreStrategic or Co-development PartnerMunicipal government and primary stakeholder. The city acquired the Haras de Tarbes from IFCE in July 2016 and maintains the Jardins Massey and other heritage sites. The tourist office operates as a municipal service.
• ADN TourismeminorOthersNational digital tourism agency supporting digital transformation initiatives for French tourism offices, providing technological resources and best practices.
• Office de Tourisme de FranceminorOthersNational federation of French tourism offices providing standards, certification support, and collective marketing for member offices.
• Local Restaurants and ProducerscoreChannel Partner/ Reseller/ DistributorNetwork of 35+ partner restaurants, local producers, and market vendors promoted through tourist office channels. Partners benefit from visibility on the official website, in brochures, and during food-themed tours like Thursday Food Trip.
• Cultural Tour GuidesminorStrategic or Co-development PartnerCertified cultural guides offering year-round tours including 'Tarbes: capitale bigourdane, capitale du Cheval' and heritage trail interpretation in French, English, and Spanish.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Visit Brussels: European municipal destination marketing organization. Comparable as a publicly-backed city tourism office with multilingual content, heritage storytelling, and event-led marketing — analogous business model at larger scale.
• Office de Tourisme de Toulouse: Municipal tourism office for the larger Occitanie capital, Toulouse. Comparable as a regional French OT but operates at significantly greater scale with broader urban, aerospace, and event tourism portfolio.
• Office de Tourisme et des Congrès de Paris: Municipal tourism office for Paris. Comparable only at the level of French OT mission and multilingual digital destination platform, but operates at vastly larger scale with broader incumbency across French tourism.

Direct peers

• Office de Tourisme de Lourdes: Municipal tourism office in Lourdes, the dominant pilgrimage and Pyrenees-gateway destination in the Hautes-Pyrénées. Comparable as a French municipal OT promoting religious/heritage tourism with multilingual visitor services and Pyrenees positioning.
• Office de Tourisme de Carcassonne: Municipal tourism office for Carcassonne, a heritage-driven Occitanie destination. Comparable as a French municipal OT promoting UNESCO-tier heritage visitation with multilingual support and cultural-event programming.
• Office de Tourisme de Pau: Municipal tourism office for Pau, the neighboring Béarn capital in the northern Pyrenees. Comparable as a French municipal OT with similar heritage tourism assets (château, equestrian history) and overlapping regional Pyrenees catchment.

Regional players

• Office de Tourisme de Biarritz: Municipal tourism office for the seaside Biarritz destination. Comparable as a French municipal OT in southwest France with seasonal event-driven demand and surfing/equestrian heritage themes that overlap Tarbes' positioning.
• Office de Tourisme de Bayonne: Municipal tourism office in Bayonne, Basque Country. Comparable as a French municipal OT with gastronomy (chocolate, ham, cheese) and cultural heritage positioning similar to Tarbes' Southwest France proposition.

Others

• Atout France: French national tourism development agency. Comparable as an ecosystem stakeholder rather than competitor — Atout France is the awarding body for Tarbes' Destination d'Excellence and Tourisme & Handicap certifications, and shapes national tourism policy affecting the office's operations.

Emerging players

• GetYourGuide: Online marketplace for tours, attractions, and experiences globally. Comparable because Tarbes Tourisme's guided tours and museum workshops compete for the same experiential tourism demand channeled through OTs versus OTA platforms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCNbMgYUvl20klvlQHPTnOMA
• Facebookfacebook.com/tarbestourisme
• LinkedInlinkedin.com/company/office-de-tourisme-de-tarbes
• Instagraminstagram.com/tarbestourisme
• Xx.com/tarbestourisme

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tarbes Tourisme