Tours Loire Valley Tourism

What Tours Loire Valley Tourism does

Tours Loire Valley Tourism (legally "Office de Tourisme & des Congrès Tours Loire Valley") is a Société Publique Locale — a publicly owned tourism organization under French law — designated as the official tourist office and convention bureau for Tours and the surrounding Loire Valley region, owned by Ville de Tours and Tours Métropole Val de Loire. The organization serves individual leisure tourists, group travelers (corporate, schools, associations, clubs), MICE event planners, cyclotourists, visitors with disabilities, and local tourism businesses, operating across two physical offices (Tours headquarters at 78-82 rue Bernard Palissy and Villandry) and a digital booking platform at reservation.tours-tourisme.fr with multi-language support in up to 8 languages.

The product portfolio is anchored by three core pass products — Tours City Pass (24h/48h/72h access to 9+ cultural sites, €28-38+), Pass Loire à Vélo (2-5 day all-inclusive cycling packages between Tours and Orléans, €89-205), and the Loire Valley BOX curated gift experiences — supported by château and attraction ticketing (48+ sites including Villandry, Azay-le-Rideau, Chenonceau, Chambord, ZooParc de Beauval), a DMC/Incoming Agency for tailor-made group programs, a Convention Bureau for MICE, and a merchandise boutique. Underlying technology is a web-based booking platform with real-time availability and content management, supplemented by integration with global OTAs (GetYourGuide, Tiqets).

The business model is multi-stream and transactional: ticket commissions on third-party attractions, transaction fees on pass sales, take-rate on partner advertising and visibility, professional-services fees on DMC and Convention Bureau engagements, and unit sales on guided tours (€250-530 per group of ~40) and merchandise. Revenue is not publicly disclosed. The organization is heavily certification-backed (Tourisme & Handicap, Accueil Vélo, Clef Verte, Destination Innovante Durable, Ville d'Art et d'Histoire) and affiliated with national and regional tourism authorities (Atout France, CRT Centre-Val de Loire).

Name

Tours Loire Valley Tourism

Legal name

Office de Tourisme & des Congrès Tours Loire Valley

Website

https://tours-tourisme.fr

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Tours Loire Valley Tourism is the official publicly-owned tourist office and convention bureau for Tours and the Loire Valley region in France, operating ticketing, multi-day passes, cycling packages, DMC group services, and MICE sales.

Ownership category

akta.pro rank

Product category

Tourism Services

NAICS

Tour Operators (561520), Convention and Visitors Bureaus (561591), Scenic and Sightseeing Transportation, Land (487110), Scenic and Sightseeing Transportation, Water (48721)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cultural Heritage & Historic District Tours (THAJAAAB)

akta.pro secondary industries

Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Architecture & Urban Design Tours (THAJAAAD)

Keywords

• Destination tourism services
• Tourist office services
• Convention bureau services
• Cultural heritage tours
• Cycling tourism packages

Headquarters

HQ city

Bernard

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales and Commissions: Revenue from selling tickets to attractions, castles, and tourist sites with negotiated commission rates
2. Tour Packages and Stays: Sale of pre-packaged and custom tour itineraries including guided visits, excursions, and multi-day stays in the Loire Valley
3. City Pass and Experience Passes: Sale of tourist passes (24h, 48h, 72h) providing bundled access to multiple attractions with partner discounts
4. Partner Fees and Advertising: Revenue from local tourism businesses who pay for visibility and promotional placement on official tourism channels
5. DMC Services for Groups: Incoming Agency provides tailor-made tour programs, guide services, and logistics for groups with pricing based on duration and group size
6. Merchandise and Gift Boxes: Sale of branded merchandise and curated gift boxes featuring Loire Valley experiences

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Tours Loire Valley Tourism operates as the official tourist office and Convention Bureau for Tours and the Loire Valley region, selling tourist passes (Tours City Pass 24h/48h/72h), cycling packages (Pass Loire à Vélo 2-5 days), gift boxes (Val de Loire Box), individual attraction tickets for 48+ castles and museums, professional guided tours in 8 languages, tailor-made DMC services for groups, and MICE/convention bureau services for corporate events.

Product overview

Tours Loire Valley Tourism operates as a unified destination management platform offering a portfolio of interconnected tourism products. The core offerings center on the Tours City Pass (24h/48h/72h variants) providing access to cultural sites, and the Pass Loire à Vélo (2-5 day cycling passes) for slow travel experiences along the Loire. The Loire Valley BOX provides curated gift experiences. Supporting services include a full-service Incoming Agency/DMC for tailor-made group tours and the Convention Bureau for MICE services. Ticketing for individual attractions (castles, zoos, gardens) and a merchandise boutique round out the portfolio, all unified under a common booking infrastructure at reservation.tours-tourisme.fr.

Differentiator

Problem solved

Functional benefit

Brands

• Tours City Pass: Pass offering 24h, 48h or 72h access to tourist and cultural sites in Tours and surrounding areas with exclusive partner discounts.
• Tours Val de Loire BOX
• Loire à Vélo Pass

Products and services

• Tours City Pass A tourist pass available in 24h, 48h, and 72h variants that provides free access to 9+ museums, castles, and cultural sites in Tours and the surrounding Loire Valley, along with exclusive discounts at 60+ partner restaurants and activities.
• Pass Loire à Vélo An all-inclusive cycling pass offering 2, 3, 4, or 5-day itineraries between Tours and Orléans along the Loire à Vélo route. Includes bike rental, meals, admission to major castles and attractions, wine tastings, and over 60 partner discounts.
• Loire Valley BOX (Val de Loire Box) A gift box containing curated experiences in the Loire Valley including castle visits, boat trips, cycling adventures, and wine tastings, sold as surprise packages for visitors.
• Incoming Agency / DMC Services Tailor-made tour programs, guided visits, and excursion booking services for groups, offering tours in 8 languages for tourism professionals, travel agents, companies, and school groups.
• Convention Bureau MICE (meetings, incentives, conferences, events) services for business tourism including venue sourcing, event organization, and professional networking in Tours and the Loire Valley.
• Group Stays (2-5 days) Pre-packaged multi-day stays including 'Renaissance Stay in the Land of Castles', 'Idyllic Loire Valley', and 'Castles and Gardens in the Loire Valley' programs with accommodation and activities.
• Châteaux & Tourist Sites Ticketing Online ticket booking service for castles, gardens, museums, and attractions including Villandry, Azay-le-Rideau, Chenonceau, Amboise, Chambord, ZooParc de Beauval, and Bioparc, with prices ranging from €6.50 to €43.
• Tours Boutique (Merchandise) Online shop selling destination merchandise including the 'Tours l'Inattendue' collection featuring posters, magnets, mugs, and tote bags.

Quantifiable outcome

• 60+ partner offers and exclusive discounts available through pass products
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• CCI Touraine / CCI Centre-Val de LoirecoreStrategic or Co-development PartnerChamber of commerce and industry providing business support, innovation programs like 'The Place by CCI', and professional training through 'Rencontres Performances' program covering HR, marketing, and sustainable tourism themes
• Tours EvénementscoreStrategic or Co-development PartnerKey player in business tourism and MICE sector in Centre-Val de Loire region, operating Parc Expo and Palais des Congrès de Tours venues; co-organizes EvenTours professional events show
• Crédit Agricole de la Touraine et du PoitoucoreGTM or Marketing PartnerRegional bank with 1,050,000 residents across Vienne and Indre-et-Loire departments, 1,500 employees, 142 agencies; co-organizes Open de Villandry tennis event and supports tourism professionals with special offers
• Excelia Business SchoolminorStrategic or Co-development PartnerManagement school ranked among best globally by Financial Times; provides student working groups, competition juries, and tourism-themed course interventions at Tours campus
• Camping-Car ParkminorGTM or Marketing PartnerNetwork of 600+ aires and campgrounds across Europe near tourist sites; joint promotions for 'Christmas in Castle Country' operation and discounts for Pass'Etapes cardholders
• Rémi (SNCQ Region)minorGTM or Marketing PartnerRegional multimodal transport network operated by Centre-Val de Loire Region; joint promotion of train mobility and Rémi card discounts for tourists
• Touraine HôtelscoreChannel Partner/ Reseller/ DistributorHotel association (1901 law) grouping 60 hotels 2-5 stars; animates network of 10 hotel directors for market trend exchanges and MICE promotion events
• Opéra de ToursminorStrategic or Co-development PartnerTours Opera presenting lyric and symphonic seasons, young audience shows, and recitals; offers guided tours and professional event spaces
• APST (Association Professionnelle de Solidarité du Tourisme)coreOthersProfessional tourism solidarity association providing financial guarantee for travelers in case of agency failure; the Office has been a member since its founding
• Atout FrancecoreStrategic or Co-development PartnerFrench Tourism Development Agency serving as national tourism promotion body and certification authority
• CRT Centre Val de LoirecoreStrategic or Co-development PartnerRegional Tourism Committee of Centre-Val de Loire coordinating destination promotion and tourism development across the region
• L'Agence Départementale du Tourisme (Touraine Loire Valley)coreStrategic or Co-development PartnerDepartmental tourism agency supporting local tourism development, labeling, and professional support services
• Les Acteurs du Tourisme DurablecoreStrategic or Co-development PartnerSustainable tourism network participating annually in Universités du Tourisme Durable conferences with 500+ committed players for responsible and inclusive tourism

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Tiqets: Digital ticketing platform for museums and attractions, integrated as a reseller partner of Tours Loire Valley Tourism. Competes on ticketing UX and last-minute mobile entry for the same château and museum inventory.
• GetYourGuide: Global OTA for tours, attractions, and experiences. Listed as a partner reseller of Tours Loire Valley Tourism tickets; competes on discovery and booking for castle and Loire Valley experiences but without the official-destination role.

Direct peers

• Office de Tourisme et des Congrès de Lyon: Regional French tourist office with convention bureau, guided tours, City Pass product, and DMC services. Comparable in scope of offerings (pass, ticketing, MICE) and Société Publique Locale-like governance to the Tours office.
• Office de Tourisme et des Congrès de Bordeaux: French regional tourist office and convention bureau serving a major UNESCO-listed wine and heritage region. Operates city passes, DMC services, and MICE booking on a structurally comparable public-entity model to Tours Loire Valley Tourism.
• Office de Tourisme de Strasbourg: Official tourist office of a major French heritage city offering city passes, guided tours, MICE services, and cycling-tourism products (Eurovélo 5). Directly comparable product mix and structure to Tours Loire Valley Tourism.

Broad incumbents

• Atout France: France's national tourism development agency and certification authority. Tours Loire Valley Tourism is a partner/agency of Atout France; Atout France operates as a broader incumbent coordinating the entire national destination-marketing ecosystem.

Others

• Voyages-sncf.com / SNCF Connect: French rail booking platform partnered with Tours Loire Valley Tourism via Rémi/regional rail promotions. Functions as an ecosystem enabler for inbound visitor access to the Tours destination.
• Destination Loire Valley (private DMCs): Private destination-management and tour-operator consortium offering group bookings and tailored Loire Valley itineraries. Overlaps with Tours Loire Valley Tourism's DMC and group-stay services in the same geography and product category.

Regional players

• Agence Départementale du Tourisme de Touraine (Touraine Loire Valley): Departmental tourism agency for Indre-et-Loire, an existing strategic partner of Tours Loire Valley Tourism. Operates destination promotion for the same Loire Valley territory at a different governance level.
• CRT Centre-Val de Loire: Regional Tourism Committee coordinating destination promotion across Centre-Val de Loire. Listed as a core strategic partner of Tours Loire Valley Tourism; operates one governance tier above the office.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ToursValdeLoire
• Facebookfacebook.com/ToursNLoire
• LinkedInlinkedin.com/company/tours-val-de-loire-tourisme
• Instagraminstagram.com/toursvaldeloiretourisme

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Tours Loire Valley Tourism