Office de Toulouse

What Office de Toulouse does

Office de Toulouse (commercial names: Toulouse Tourisme, Office de Tourisme de Toulouse Métropole, Toulouse Team) is the legally designated destination management organization for Toulouse Métropole, operating as a Société Publique Locale (SPL) wholly owned by the metropolitan government under the direction of Patrice Vassal (Directeur général). The organization is headquartered at 2, rue d'Alsace-Lorraine in Toulouse, France, with a flagship visitor information center in the historic Donjon du Capitole. Its mandate is to promote Toulouse as a destination and to provide visitor-facing services to leisure travelers, travel trade professionals, group organizers, school groups, congress organizers, and press organizations.

The service portfolio centers on a WordPress-based multilingual website (toulouse-tourisme.com) supporting French, English, Spanish, German, and Italian, with a 97% Google Lighthouse accessibility score (audited February 2024 by Faire-Savoir). Core consumer-facing products include the Pass Tourisme (a €26 bundled attraction pass), guided tours in up to nine languages, online activity and skip-the-line booking, and a suite of tourist transportation services (CityTour panoramic minibus, tourist trains, Les Bateaux Toulousains river cruises, and electric tuk-tuk tours). Family and group products include the Pass Explorateurs, themed 2-day group itineraries integrating anchor attractions (Airbus, Cité de l'espace, La Halle de la Machine), and circuits for school, corporate, and incentive travel groups.

The business model combines public funding from the Toulouse Métropole budget (the entity functions as a public-sector DMO) with transactional revenue from Pass Tourisme sales, booking and service fees for guided tours and group visits, and fees from affiliated transportation and ancillary services. Go-to-market is hybrid: direct-to-consumer via the visitor center, website, and social channels (Facebook, Instagram, YouTube, Pinterest, weekly newsletter), plus channel partnerships with travel agencies and tour operators across twelve international source markets staffed by dedicated promotion specialists. The organization also operates MICE (Meetings Toulouse), investment attraction (Invest in Toulouse), and film office services under the broader Toulouse Team brand via its parent SPL.

Name

Office de Toulouse

Legal name

SPL Agence d'attractivité de Toulouse Métropole

Website

https://toulouse-tourisme.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Destination Tourism Services

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520), Convention and Trade Show Organizers (56192), Travel Agencies (56151)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH), Group Air, Ticketing & Travel Operations (Manifests, Rebooking, 24/7 Support) (THAHANAF)

Keywords

• Destination tourism services
• Guided city tours
• Visitor information center
• Tourist attraction passes
• Travel trade services

Headquarters

HQ city

Toulouse

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

Revenue model

1. Tourism Pass Sales: The Pass Tourisme is sold at €26, providing discounted access to multiple tourist attractions and services across Toulouse.
2. Group Services and Booking Fees: The office facilitates booking of guided tours, activities, and services for travel groups and tour operators, generating service fees.
3. Information and Advisory Services: Free visitor information services funded through Toulouse Métropole public budget as the local destination management organization.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Office de Toulouse is the official tourism promotion and visitor services organization of Toulouse Métropole, operated as a Société Publique Locale (SPL). It sells the Pass Tourisme (€26 bundled attraction pass), multilingual guided tours, hop-on/hop-off sightseeing transport (CityTour minibus, tourist trains, river boats, electric tuk-tuks), and online activity booking. It also delivers group visit programs for schools, corporate, and incentive travel, and runs a convention bureau, press relations, and B2B travel-trade promotion across international source markets.

Product overview

Office de Toulouse operates as the official tourism promotion and visitor services organization for Toulouse Métropole. The organization provides a comprehensive suite of tourism services centered around its consumer-facing website at toulouse-tourisme.com. Core offerings include the Pass Tourisme (€26 bundled attraction pass), professional guided tours in multiple languages, and online activity booking with secure payment. The portfolio extends to tourist transportation services (CityTour minibus, tourist trains, river boats, electric tuk-tuks), group and school visit programs, and digital communications via newsletters and downloadable brochures. The organization also promotes Toulouse as a destination for travel trade professionals and handles press relations.

Differentiator

Problem solved

Functional benefit

Products and services

• Pass Tourisme

Quantifiable outcome

• Pass Tourisme provides access to major attractions at €26
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Atout FrancecoreStrategic or Co-development PartnerNational tourism development agency that awards the 'Destination d'Excellence' quality label. The Toulouse Tourism Office is fully committed to this voluntary continuous improvement process, controlled and sustainable.
• Faire-SavoirminorImplementation/ SI/ Consulting PartnerDigital agency responsible for website development and hosting (Parc Horizon de la Haute Borne, Villeneuve d'Ascq). Also conducted the digital accessibility audit in February 2024.
• AirbuscoreStrategic or Co-development PartnerThe Toulouse Tourism Office promotes Airbus factory tours as a key aerospace attraction, linking Toulouse's identity as the world capital of aeronautics with the company's heritage and operations.
• Cité de l'espacecoreStrategic or Co-development PartnerSpace-themed park and museum promoted as a premier attraction. Joint promotion of aerospace discovery experiences including visits and themed events.
• La Halle de la MachinecoreStrategic or Co-development PartnerTheatre and mechanical art venue featuring the Minotaure and other giant machines. Major attraction for families and cultural tourists, featured in group itineraries.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• VisitBritain: UK national tourism agency operating under a similar public-mandate structure. Comparable in how it coordinates international promotion, destination marketing, and trade partnerships, though at a country rather than city scale.
• Tourism Amsterdam: Official DMO for Amsterdam. Operates a structurally similar model — city card, visitor information, international promotion, convention bureau — but serves a different European city and does not directly compete for Toulouse visitors.

Emerging players

• GetYourGuide: Global online marketplace for tours, activities, and attraction tickets. Directly competes with the office's online booking platform and tour offerings in Toulouse, and represents the structural shift toward aggregator-led discovery.
• Tiqets: Online ticketing platform for museums and attractions. Competes with the Pass Tourisme and skip-the-line ticket products listed on the office's booking platform.

Broad incumbents

• Atout France: France's national tourism development agency. Functions as a regulatory and umbrella body for French DMOs, awarding the Destination d'Excellence label that Office de Toulouse holds, and coordinates international promotion at a national scale.
• Visit Paris Region (Paris je t'aime): Paris region's official tourism office. Operates the Paris Museum Pass and a comparable international promotion model, but at materially larger scale, competing for the same international visitor mindshare.

Others

• Mairie de Toulouse / Toulouse Métropole: Parent public authority and primary funder of the SPL. While not a commercial peer, it governs the office's budget, mandate, and strategic direction, and is the closest functional analogue to the political principal behind any DMO.

Direct peers

• Marseille Tourisme: Official DMO for Marseille. Operates the same municipal-tourism model (visitor center, city pass, group tours, cruise terminal coordination), making it a direct geographic competitor within the French regional tourism ecosystem.
• Lyon Tourisme et Congrès: Official tourism office and convention bureau for Greater Lyon. Offers a comparable mix of city pass (Lyon City Card), guided tours, group services, and meetings/incentives bureau — competing with Toulouse for the same European city-break traveler.
• Bordeaux Tourisme: The official destination management organization for the Bordeaux metropolitan area. Operates a very similar visitor center, city pass, guided tours, and convention bureau structure, making it the closest structural comparable for a French regional DMO.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/visiteztoulouse
• YouTubeyoutube.com/@VisitezToulouse
• Facebookfacebook.com/Toulouse.tourisme
• Instagraminstagram.com/visiteztoulouse
• Pinterestfr.pinterest.com/visiteztoulouse

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Office de Toulouse