What Herault Tourisme does

Hérault Tourisme is the Agence de Développement Touristique (departmental tourism development agency) for the Hérault department in southern France, established in 1980 and headquartered in Montpellier. It operates as a non-profit public establishment under the tutelage of the Département de l'Hérault, with a staff of approximately 28. The agency supports the territorial tourism ecosystem by coordinating a network of 19 local offices de tourisme, advising tourism professionals, federations, project developers, and local authorities, and promoting the department to journalists, influencers, and visitors.

Its core digital infrastructure includes SIT34 (Système d'Information Touristique), a departmental tourism information system that aggregates supply data and serves the offices de tourisme; a Photothèque/Médiathèque for media asset management; an Itinéraires Widget for itinerary distribution to third-party sites; and the 45 Critères Durables platform, a sustainable-tourism certification scheme developed with ADEME. The agency also operates a tourism observatory that surveys more than 500 professionals annually and publishes departmental Chiffres clés data. Branded destination products include L'Hérault Sud'prenant (umbrella destination brand), Œnovélo® (cycling-oenotourism routes), and Plaisirs d'Hérault (lifestyle/tourism offer).

Hérault Tourisme is funded through the departmental budget allocation from the Département de l'Hérault rather than commercial revenue. Its business model is public-service oriented: subvention-funded core operations supplemented by program-specific partnerships (with ADEME, CRT Occitanie, FHPA, ADN Tourisme), training-fee income, and label/certification services. Revenue is therefore a function of annual political budgeting rather than market-driven pricing, and growth in scope is tied to departmental strategic priorities and EU/national co-funding for tourism development projects.

Name

Herault Tourisme

Legal name

Hérault Tourisme - Agence de Développement Touristique

Website

https://adt-herault.fr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hérault Tourisme is the public departmental tourism development agency for Hérault, France, funded by the Département de l'Hérault. It coordinates 19 local tourism offices, operates the SIT34 information system and an observatory, certifies sustainable tourism, and promotes the destination through branded products.

Ownership category

akta.pro rank

Product category

Destination Tourism Development Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Facilities Support Management Services (8744)

akta.pro primary industry

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

akta.pro secondary industries

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Tourism Trade & Services Exports Development (BPADAMAO)

Keywords

• Destination tourism services
• Tourism development agency
• Sustainable tourism certification
• Professional training tourism
• Tourism data observatory

Headquarters

HQ city

Montpellier

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Public Institutional Funding: Hérault Tourisme is the Agence de Développement Touristique of the Hérault Department, funded primarily through public departmental resources. The agency operates as a public service organization supporting the Department's tourism strategy and territorial development.
2. Professional Services & Accompaniment: Provides services to tourism professionals including training, certification support (Clef Verte, Accueil Vélo, quality approaches), marketing campaign participation, and technical assistance for digital presence and visibility optimization.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels11 records

Core offering

Hérault Tourisme is the Agence de Développement Touristique (Tourism Development Agency) of the Hérault department in France. It provides accompaniment services, training, certification support (Clef Verte, Accueil Vélo, Tourism & Handicap), marketing campaign coordination, and digital tools (SIT34 tourism information system, Photothèque/Médiathèque media libraries) to support tourism professionals, offices de tourisme, project developers, and local authorities. The agency operates a tourism observatory and coordinates destination marketing for the entire Hérault department in Occitanie.

Product overview

Hérault Tourisme (Agence de Développement Touristique de l'Hérault) operates as the departmental tourism development agency for the Hérault region in France. The organization provides a portfolio of digital platforms and services including the Médiathèque for free and professional photo/video libraries, the SIT34 tourism information system, the Plaisirs d'Hérault YouTube channel, and radio marketing campaign services. Their offerings support tourism professionals through training programs like We Go Green R for sustainable transition, quality certification support, digital content co-production tools, and various marketing channels including webmarketing, social media, and event marketing. The agency focuses on promoting responsible, sustainable tourism across the department.

Differentiator

Problem solved

Functional benefit

Brands

• L'Hérault Sud'prenant: The departmental destination brand launched in May 2026, representing the identity of the Hérault destination built with residents to reveal the territory's singularity. Organized around five experience universes: a South of colors, flavors, sensations, happiness, and fervor.

Products and services

• Médiathèque Hérault Tourisme (Photothèque CDT34) Online media library providing photos and videos free for use by tourism professionals, accessible at phototheque.cdt34.com with registration required. Serves tourism professionals, journalists, and partners needing visual content for promotional materials.
• Médiathèque PRO Professional media library containing visuals by professional photographers, available for consultation with file distribution on request based on intended use and associated rights. Serves tourism professionals requiring high-quality licensed visual content.
• SIT34 (Système d'Information Touristique) Digital platform and network for tourism information management, enabling professionals to upload and share tourism data and content across the 19 offices de tourisme in the Hérault department.
• Formation We Go Green R Sustainable transition training program for tourism professionals to help them adopt eco-responsible practices and meet Clef Verte label requirements.
• Radio Marketing Campaigns Radio advertising campaigns organized in partnership with regional stations including France Bleu Hérault, Toulouse FM, RTS, Europe 2, and RFM for destination promotion, with tourism professional partners able to participate in coordinated campaigns.
• Plaisirs d'Hérault (YouTube Channel) YouTube channel featuring video playlists including Les Escapades de Plaisirs d'Hérault, Mon Plaisir d'Hérault, and Vous avez 5 minutes for tourism inspiration and destination discovery.

Quantifiable outcome

• 54.7 million overnight stays annually in Hérault department
• +4 more outcomes

Named customers3 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

Ten partnerships are on record, tiered core and minor.

• ADN TourismecoreStrategic or Co-development PartnerNational tourism federation representing tourism development agencies. Hérault Tourisme participates in ADN Tourisme networks for professional development, best practice sharing, and national tourism strategy alignment.
• ADEME (Agence de la Transition Écologique)coreStrategic or Co-development PartnerFrench ecological transition agency providing funding through FOND TOURISME DURABLE (Sustainable Tourism Fund) to support tourism professionals in eco-responsible practices and sustainable infrastructure investments.
• CRT Occitanie (Comité Régional du Tourisme)coreStrategic or Co-development PartnerRegional tourism committee coordinating tourism promotion and development across the Occitanie region. Hérault Tourisme works with CRT on decarbonated mobility initiatives and regional tourism strategy.
• Hérault TransportminorStrategic or Co-development PartnerDepartmental transportation authority collaborating on decarbonated mobility projects including cycling infrastructure and intermodal tourism transportation solutions.
• FHPA (Fédération de l'Hôtellerie de Plein Air Occitanie)coreChannel Partner/ Reseller/ DistributorRegional federation representing outdoor hospitality businesses (campgrounds, mobile homes). FHPA collaborates with Hérault Tourisme on coastal challenges for outdoor hospitality and professional representation.
• Collectivités Territoriales (Municipalities & Intercommunalités)coreStrategic or Co-development PartnerNetwork of local government bodies including communities of municipalities (Communautés de Communes) and the Departmental Council. Partners in destination management, visitor flow control, protected space management, and tourism infrastructure.
• Syndicat Mixte du Pays Haut-Languedoc et VignoblescoreStrategic or Co-development PartnerMixed union managing the Haut-Languedoc territory and vineyards. Led Grand Site de France certification efforts for Cité de Minerve, gorges de la Cesse et du Brian and coordinates regional sustainable tourism development.
• Kléber Rossillon CabinetminorImplementation/ SI/ Consulting PartnerCultural and tourism project management company selected to implement the ambitious Béziers Antique project starting 2028. Currently manages 12 cultural and tourist sites in France and Belgium.
• ANCV (Agence Nationale des Chèques Vacances)minorChannel Partner/ Reseller/ DistributorNational vacation check agency offering solidarity vacation funding (Bourse Solidarité Vacances). Hérault Tourisme helps centralize and communicate available departure assistance programs on herault-tourisme.com.
• Presse et Médias Nationaux (National Media)minorGTM or Marketing PartnerMedia partners including Le Monde, Le Figaro, TF1, France 2, France 3, The Guardian, The Good Life France, Routard.com, and regional outlets that provide editorial coverage of Hérault destinations and tourism offerings.

Scale indicators16 records

Recent moves8 records

Expansion highlights6 records

Regional players

• Office de Tourisme de Montpellier: City-level tourism office operating within Hérault department itself; represents the local visitor-facing execution layer that Hérault Tourisme coordinates and supports at departmental level. Sister organization within the same SIT34 network.

Direct peers

• CRT Occitanie: Regional tourism committee for the Occitanie region, directly coordinating with Hérault Tourisme on regional destination strategy, decarbonated mobility initiatives, and broader cross-departmental tourism promotion. Operates at the next tier up in the same destination hierarchy.
• ADT du Var: Departmental tourism agency for Var in Provence-Alpes-Côte d'Azur, a structurally identical ADT supporting tourism professionals, quality certifications, visitor information, and destination marketing in a comparable coastal and heritage department.
• Aude Tourisme: Departmental tourism development agency for the adjacent Aude department, performing the same ADT mandate in the same Occitanie region with comparable visitor information, professional support, and destination marketing functions including sustainable tourism certification support.
• CRT Provence-Alpes-Côte d'Azur: Regional tourism committee for neighboring Provence-Alpes-Côte d'Azur, operating at the same regional coordination level as CRT Occitanie and providing a directly comparable institutional peer for cross-regional benchmarking.
• ADT Aveyron: Departmental tourism agency for Aveyron in the Occitanie region, another structurally identical ADT performing tourism development, professional support, training, and destination marketing functions within the same regional network that Hérault Tourisme belongs to.
• Gard Tourisme: Departmental tourism agency for neighboring Gard, with a structurally identical ADT mandate supporting local offices de tourisme, marketing campaigns, and sustainable tourism certification (Clef Verte, Accueil Vélo) within the same regional ecosystem as Hérault.
• Lozère Tourisme: Departmental tourism agency for Lozère, another Occitanie department performing the equivalent ADT role — tourism development, professional support, training, and destination marketing within the same departmental structure that Hérault Tourisme operates.

Broad incumbents

• Atout France: National tourism development agency operating at country level with a broader portfolio (inbound promotion, classified accommodation oversight, market intelligence); provides the institutional framework under which departmental ADTs like Hérault Tourisme operate and sets national strategy.

Others

• ADN Tourisme: National federation representing tourism development agencies; Hérault Tourisme is a member. Functions as a peer network, best-practice sharing body, and national lobbying representative for the ADT/DMO model rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PlaisirsdHerault
• Facebookfacebook.com/HeraultTourismePro
• LinkedInlinkedin.com/company/herault-tourisme

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Herault Tourisme