Attitude Manche

What Attitude Manche does

Attitude Manche is a French non-profit association (Association loi 1901) established in 2016 as the official territorial attractiveness agency for the Manche department in Normandy. It promotes the destination to tourists, prospective residents, and businesses through a multi-portal digital ecosystem built on WordPress CMS: a main tourism portal (www.attitude-manche.fr), a professional B2B platform (pro.attitude-manche.fr), a group travel portal (groupe.attitude-manche.fr), an employment portal (emploi.attitude-manche.fr), an e-commerce boutique (boutique.attitude-manche.fr), and a sustainable-tourism sub-brand (equinoxe-manche.fr). The agency is headquartered in Saint-Lô and federates 8 intercommunalités, tourism offices, local businesses, and public entities, with brand values framed as Maritimité, Singularité, Audace, and Attachement.

The business model is hybrid and primarily publicly funded. Core visitor-facing services (information, booking referrals) are free, with the agency explicitly avoiding commissions on bookings routed through its platform. Revenue is generated from annual subscription/membership fees paid by professional members (Adhérents) for access to La M'Fabrik promotional tools, the marketplace, the Tourism Observatory, and job-dating services; from product sales through the M'Fabrik physical and online boutique (souvenirs priced at €8–€25); and from brochure downloads serving as referral funnels. Strategic partnerships with Atout France (national) and Normandie Tourisme (regional) embed it in the French tourism architecture, while sub-brands Equinoxe (sustainable tourism), La M'Fabrik (retail), and Attitude Manche Groupe (MICE/school/senior group travel) extend its service surface.

The underlying technology is conventional: WordPress CMS, OVH hosting, Brevo for email automation, Tourinsoft (Faire-Savoir) for tourism data, and agencies Highfive and THURIA for web development. The main portal achieved 100% RGAA 4.1 accessibility compliance in 2023, audited by Access42. The territory it promotes generated 23 million overnight stays annually, supports 7,000+ tourism jobs, includes 200+ visit sites, and spans 674 km of coastline with 446 km of GR223 coastal trail and 1,200 km of cycling routes — providing the underlying asset base that justifies the agency's mandate.

Name

Attitude Manche

Legal name

Association loi 1901 Attitude Manche

Website

https://attitude-manche.fr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Attitude Manche is the official French non-profit attractiveness agency for the Manche department in Normandy, promoting tourism, residential attraction, and employer branding through a multi-portal WordPress ecosystem serving tourists, prospective residents, group organizers, and local tourism businesses.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Promotion Services

NAICS

Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Honeymoon & Romance Travel Agencies (THAKAFAC)

Keywords

• Destination marketing services
• Territorial attractiveness
• Tourism promotion agency
• Regional tourism development
• Tourism member services

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others

Revenue model

1. Membership Fees: Attitude Manche operates as an association (Loi 1901) with members including tourism professionals, local businesses, and public entities who pay membership fees for access to services, promotional tools, and the network.
2. Product Sales (M'Fabrik Boutique): Sale of local Manche products including souvenirs, local crafts, and regional specialties through the online boutique and physical shop in Saint-Lô.
3. Brochure Downloads and Booking Referrals: Digital brochures and tourism guides available for download; online booking platform connecting tourists with service providers without commission charges.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Attitude Manche is the official territorial attractiveness agency for the Manche department in Normandy, France, operating as a non-profit association under French law (Loi 1901). It promotes the Manche territory through multi-language digital tourism portals, a professional member services platform, a group travel booking platform, a local products e-commerce boutique, and physical retail via La M'Fabrik in Saint-Lô. The agency also drives residential attraction, supports local tourism businesses via membership, and runs the Equinoxe sustainable tourism initiative and Service Hospitalité for newcomers.

Product overview

Attitude Manche operates a multi-platform digital ecosystem centered on promoting tourism and residency in the Manche department of Normandy, France. The core offering consists of three interconnected web portals: the main tourism portal (www.attitude-manche.fr) providing comprehensive visitor and resident information, the group travel portal (groupe.attitude-manche.fr) for organized group bookings and seminars, and the professional members portal (pro.attitude-manche.fr) serving member businesses with resources, job listings, and an employer branding program. Supporting the core portals are specialized modules including an employment portal (Emploi Manche), an e-commerce boutique for local products, the Equinoxe sustainable tourism initiative, a physical flagship store (La M'Fabrik), the Hospitality Service for newcomer assistance, a territorial employer brand program with a dedicated label, the Tourism Observatory providing research and statistics, an online booking marketplace, and organized discovery stays for prospective residents.

Differentiator

Problem solved

Functional benefit

Brands

• Equinoxe: A tourist hospitality initiative inviting visitors and residents to reflect on their environmental footprint to preserve the territory.
• La M'Fabrik
• Attitude Manche Groupe

Products and services

• www.attitude-manche.fr (Main Tourism Portal) The primary digital destination portal promoting tourism and residency in the Manche department, offering comprehensive information on attractions, accommodations, activities, events, and relocation guidance for visitors and prospective residents.
• groupe.attitude-manche.fr (Group Travel Portal) Dedicated portal for group travel bookings and tourism, serving schools, businesses (MICE), and senior groups with organized trips, seminars, and accommodation options.
• pro.attitude-manche.fr (Professional Members Portal) Professional portal providing services to member tourism businesses including an adherent directory, resources, job listings, CV database, RSE documentation, and brand strategy tools.
• Emploi Manche (Job Portal) Employment portal dedicated to job postings and career opportunities within the Manche territory, serving both job seekers and employers, with dedicated healthcare professional section.
• Boutique Attitude Manche (E-commerce Shop) Online marketplace featuring local Manche products including artisan souvenirs (e.g., Bougeoir 24.90€, Savon parfumé 9.95€, Porte-clés bigorneau 8.00€, Planche à découper 19.90€), regional specialties, and promotional merchandise.
• Equinoxe (Sustainable Tourism Initiative) Sustainable tourism initiative inviting visitors and residents to reflect on their environmental footprint and preserve the Manche territory through responsible exploration, observation, understanding, and respect.
• Service Hospitalité (Hospitality Service) Personalized assistance service helping newcomers settle in the Manche territory with guidance on employment, installation, family life, and practical administrative steps, including dedicated support for healthcare professionals.
• La M'Fabrik (Flagship Physical Store) Physical boutique located in Saint-Lô showcasing and selling local Manche products, artisan goods, regional specialties, and promotional merchandise.
• Marque Employeur Territoriale (Territorial Employer Brand) Territorial employer brand program helping Manche businesses attract talent through a dedicated label, networking events, HR morning sessions, and employer branding resources.
• Observatoire du Tourisme (Tourism Observatory) Research and data platform providing key tourism statistics, visitor frequency reports, market studies, capacity assessments, and image studies for the Manche territory, serving members and tourism professionals.
• La Place de Marché (Online Booking Marketplace) Online reservation system enabling direct booking of tourism services with member providers, featuring real-time availability and no commission fees.
• Séjours Découvertes (Discovery Stays) Organized discovery trips for individuals considering relocation to the Manche, allowing them to explore the territory, meet locals, and experience the lifestyle before committing to a move.

Quantifiable outcome

• 23 million overnight stays per year in the Manche
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Manche Department (Département de la Manche)coreOthersThe parent government entity funding and overseeing Attitude Manche as the official attractiveness agency for the department. Attribution: La Manche le Département logo appears on all materials.
• Normandie TourismecoreStrategic or Co-development PartnerRegional tourism board promoting Normandy as a destination. Collaborative relationship for broader regional tourism promotion and marketing initiatives.
• Atout FrancecoreStrategic or Co-development PartnerNational tourism development agency of France providing strategic support, international promotion coordination, and tourism expertise for the Manche destination.
• Local Intercommunalités and Tourism OfficescoreStrategic or Co-development Partner8 intercommunal territories (Saint-Lô Agglo, Baie du Cotentin, Le Cotentin, Côte Ouest Centre Manche, Coutances Mer et Bocage, Villedieu Intercom, Granville Terre et Mer, Mont Saint-Michel Normandie) with dedicated tourism offices collaborating on destination promotion.
• Highfive (Digital Agency)minorImplementation/ SI/ Consulting PartnerWebsite design and development agency (based in Caen) responsible for pro.attitude-manche.fr platform development and digital strategy implementation.
• THURIA (Digital Agency)minorImplementation/ SI/ Consulting PartnerWebsite design and development agency (based in Schiltigheim) responsible for www.attitude-manche.fr main website development.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Normandie Tourisme: The regional tourism board for Normandy, a direct strategic partner of Attitude Manche. It performs the same destination-marketing function as Attitude Manche but at the regional level (covering Calvados, Manche, Orne), making it a strict superset with overlapping mandate on the Manche promotion side.
• VisitScotland: Scotland's national tourism agency, the closest national-level DMO analog to Attitude Manche's role for Manche. Both bodies run integrated destination marketing covering visitor promotion, partner/member services, and trade engagement; VisitScotland is the larger scaled-up version of the same playbook.
• VisitBritain: The UK's national tourism agency, operating destination marketing for Britain internationally. It compares directly to Attitude Manche's mandate of promoting a territory and its attractions, but at much larger national scale and budget — useful as a reference for how a governmental DMO scales promotion through multilingual content and partnerships.
• Comité Régional du Tourisme de Bretagne (CRT Bretagne): The regional tourism board for Brittany, the neighboring region to Normandy. It performs overlapping regional destination-promotion activities and competes with Attitude Manche for some international inbound tourist attention, operating at a regional (vs. departmental) mandate.
• Tourism Ireland: The all-island tourism marketing body for Ireland, comparable in mandate (destination promotion, partner development, international campaigns) but operating across the island of Ireland rather than a single department. The structure of leveraging international marketing offices and member services mirrors Attitude Manche's model.
• Atout France: France's national tourism development agency, providing international promotion, strategic tourism expertise, and international coordination. It is a partner of Attitude Manche but operates at a broader national scope with significantly larger resources, serving an overlapping destination-marketing function across all of France rather than a single department.
• Visit Flanders: The regional tourism agency for Flanders in Belgium, operating destination promotion for a comparable-sized European region. It parallels Attitude Manche's regional attractiveness mandate at a slightly larger geographic scope and with stronger international marketing reach, serving as a structural peer for sub-national destination marketing in continental Europe.

Direct peers

• Hérault Tourisme: The departmental tourism agency for Hérault in southern France, the closest direct peer to Attitude Manche in terms of scope (single French department, member-based association, destination promotion). It operates a similar mix of tourism promotion, member services, and event-based marketing for a Mediterranean coastal department.
• Lozère Tourisme: The departmental tourism agency for Lozère in rural Occitanie. While smaller in scale than Attitude Manche, it shares the same French departmental DMO structure, member-based organization, and rural destination promotion mandate, providing a useful comparison for how smaller-budget departmental DMOs operate.
• Agence de Développement Touristique du Var (Var Tourisme): The departmental tourism agency for Var (Provence-Alpes-Côte d'Azur), another departmental DMO directly comparable in size, scope, and French departmental tourism association structure. Both bodies promote a coastal Mediterranean-influenced destination with similar GTM motions including tourist office networks and digital platforms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCFH5w5sSwu1vkn67D4-XJ2g
• Facebookfacebook.com/AttitudeManche
• LinkedInlinkedin.com/company/la-manche
• Instagraminstagram.com/attitudemanche
• Pinterestpinterest.fr/attitudemanche
• Xx.com/MancheTourisme

Compliance1 record

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 Attitude Manche