Vichy Destinations

What Vichy Destinations does

Vichy Destinations, legally SPL Vichy Destinations, is the official public tourism organization for Vichy and its agglomeration in the Auvergne region of France. It operates as a Société Publique Locale (SPL) owned by the intercommunal authority Vichy Communauté, holding the highest French tourist office classification (Catégorie I) and a UNESCO World Heritage mandate as part of the "Great Spas of Europe." The organization's core function is to coordinate destination marketing, visitor information, event ticketing, and tourism professional support for the territory, which spans both the urban spa city of Vichy and the Montagne Bourbonnaise mountain region.

The organization's primary product is the Vichy Mon Amour digital ecosystem: the main consumer tourism website (vichymonamour.fr), an online ticketing platform (boutique.vichymonamour.fr), a Vichy-themed e-commerce merchandise store (maisonvichy.fr), and the Vichy Randos & VTT mobile application for outdoor activity navigation. For local tourism operators, it provides the Espace Pro partner portal and the Place de marché marketplace, powered by Alliance Réseaux' Open Pro and Addock platforms, enabling accommodation and activity providers to manage online sales and distribution across multiple websites. A shared photothèque, a multi-year tourism observatory, training resources, and 30,000-copy printed guides round out the partner offering. The brand architecture includes seven sub-brands (Vichy Mon Amour, Montagne Bourbonnaise, Maison Vichy, Événements, Sport, Économie, Campus) plus a territorial "Vichy Patrimoine mondial" brand.

The business model is a hybrid public-subsidy and commercial-revenue structure. Core visitor information services are provided free of charge, while monetization occurs through public subsidies from Vichy Communauté, EU FEADER co-financing for rural and outdoor tourism campaigns, partnership and membership fees from local tourism professionals, ticketing commissions via the online platform, merchandise sales through maisonvichy.fr, and distribution of the "Escapades" guide (print and digital). The customer base is dual-sided: leisure tourists, thermal/wellness visitors, and sports tourists on the consumer side, and a long tail of small local hotels, B&Bs, campsites, restaurants, and activity providers on the B2B side.

Name

Vichy Destinations

Legal name

SPL Vichy Destinations

Website

https://vichydestinations.fr

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Vichy Destinations is the official public tourism office (SPL) for Vichy and Montagne Bourbonnaise in France, operating the Vichy Mon Amour destination brand. It provides visitor information, event ticketing, merchandise, a partner marketplace, and a mobile app serving leisure tourists, wellness visitors, sports tourists, and local tourism operators.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Services

NAICS

Convention and Visitors Bureaus (561591), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

akta.pro secondary industries

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD), Alternative Accommodation Marketplaces (Cabins, Tiny Homes, Glamping Inventory) (THAMALAI), Local/Regional Vacation Rental Marketplaces (Geo-Focused Platforms) (THAMALAL)

Keywords

• Destination marketing services
• Tourism information services
• Thermal spa tourism
• Outdoor recreation services
• Tourism office operations

Headquarters

HQ city

Vichy

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, Infrastructure

Revenue model

1. Tourism Promotion Services (Public Funding): Vichy Destinations is a Société Publique Locale (SPL) funded by public authorities to promote tourism across Vichy Communauté. Services to tourists and visitors are largely free (website, information, ticketing support). Revenue is derived from public subsidies and membership/partnership fees from tourism professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Vichy Destinations is the official public tourism office (SPL) for Vichy and its agglomeration, promoting the destination through the vichymonamour.fr consumer portal, online ticketing (boutique.vichymonamour.fr), the Maison Vichy merchandise store, and the Vichy Randos & VTT mobile app. It also provides tourism professionals with a partner portal (Espace Pro), a multi-distribution marketplace (Open Pro and Addock), a shared photothèque, training, and a tourism observatory for data-driven decision-making.

Product overview

Vichy Destinations operates a multi-brand tourism ecosystem centered around the Vichy Mon Amour platform, which serves as the primary digital gateway for visitors to the Vichy destination. The portfolio includes the official tourism website, an online ticketing system, the Maison Vichy merchandise store, and branded sub-domains covering Montagne Bourbonnaise, Sport, Events, Campus, and Économie. Partners access dedicated tools including a professional portal (Espace Pro) with a marketplace for online reservations (Open Pro/Addock), a shared photothèque, training resources, and a tourism observatory. The Vichy Randos & VTT mobile app extends outdoor activity discovery to visitors on-the-go. The offering functions as a platform connecting tourists with local partners, events, and experiences across both urban Vichy and the Montagne Bourbonnaise mountain region.

Differentiator

Problem solved

Functional benefit

Brands

• Vichy Mon Amour: Main umbrella tourism brand for Vichy destination covering all tourism promotion and visitor services.
• Vichy Montagne Bourbonnaise
• Maison Vichy
• Vichy Sport
• Maison Vichy (e-commerce)

Products and services

• Vichy Mon Amour Tourism Portal Main official tourism website and brand for Vichy destination, providing comprehensive information about accommodations, activities, events, and tourist attractions in Vichy and its surrounding region including Montagne Bourbonnaise. Available in multiple languages (French, English, German, Spanish).
• Maison Vichy Merchandise Store Online store selling Vichy-themed merchandise and products including pastilles, souvenirs, apparel, local artisan items, the Rayures Vichy collection, and Monsieur Z collaboration products.
• Billetterie en ligne (Online Ticketing) Online ticketing platform for purchasing tickets to events, attractions, guided visits, and activities in Vichy and the surrounding region.
• Vichy Pass Tourist pass offering that provides visitors with access to various attractions and services across the Vichy destination.
• Vichy Randos & VTT Mobile App Mobile application available on Apple App Store and Google Play Store for consulting and downloading hiking and mountain biking (VTT) itineraries across 12 sports disciplines, with real-time geolocation, filters by duration, elevation, and difficulty, nearby services, points of interest, and SURICATE sentinelle trail protection participation.
• Espace Pro (Partner Portal) Professional partner portal providing tools, resources, training, quality labels, shared photothèque access, marketplace tools, and promotional resources for tourism professionals including hoteliers, restaurateurs, activity providers, and accommodation owners.
• Place de marché (Marketplace Platform) Digital marketplace powered by Alliance Réseaux enabling tourism providers (accommodation owners, activity operators) to manage their online sales and reservations from a single planning system, distributed across multiple institutional and commercial websites through Open Pro (for furnished rentals, B&Bs, campsites) and Addock (for activity operators).
• Photothèque partagée (Shared Photo Library) Shared digital photo library providing partners with royalty-free photographs for promotional materials, hosted on Google Drive.
• Observatoire touristique (Tourism Observatory) Tourism data and statistics tool providing key figures, seasonal reports (Chiffres-clés, Bilans de saison), and analytics for years 2022-2026 to help partners understand trends and make informed decisions.

Quantifiable outcome

• 30,000 copies distributed for the Escapades practical guide
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Auvergne-Rhône-Alpes TourismecoreStrategic or Co-development PartnerRegional tourism authority leading the digitalization strategy for the tourism offer. Auvergne-Rhône-Alpes Tourisme drives the Place de marché initiative and provides the technology solutions (Open Pro, Addock) to local partners. Vichy Destinations participates in regional tourism observatories and seasonal reports.
• Alliance RéseauxcoreTechnology or IntegrationTechnology company with over 20 years of experience developing Open Pro and Addock platforms for tourism operators. Provides the infrastructure powering the multi-distribution online sales system for Vichy area partners.
• Agence Départementale Allier BourbonnaiscoreStrategic or Co-development PartnerDepartmental tourism agency co-leading the Place de marché initiative and digitalization of local tourism supply, working in conjunction with Auvergne-Rhône-Alpes Tourisme.
• USKAminorGTM or Marketing PartnerLocal visibility and digital marketing partner offering exclusive deals to Vichy Destinations partners for online visibility, client review management, and social media publishing support.
• Casino Partouche Grand CaféminorGTM or Marketing PartnerCo-organizer of the Festival de Danses with Vichy Destinations, held 7-9 August, combining local event programming with destination promotion.
• Ligue Auvergne-Rhône-Alpes de TennisminorGTM or Marketing PartnerOrganizer of the Coupe Galéa Valério tennis tournament at Sporting Vichy Tennis Padel, collaborating with FFT, Tennis Europe, and local institutions to host the international junior competition.
• Les Brasseurs du SorninminorGTM or Marketing PartnerLocal brewery collaborating with Maison Vichy on branded products (bière 'La Vichyssoise') sold through the maisonvichy.fr store, strengthening the local product ecosystem.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Agence Départementale Allier Bourbonnais (Allier Tourisme): Departmental tourism agency that co-leads the Place de marché initiative with Auvergne-Rhône-Alpes Tourisme and works in conjunction with Vichy Destinations on local tourism supply digitalization. Comparable as a French departmental DMO.
• Auvergne-Rhône-Alpes Tourisme: Regional tourism board that co-leads the Place de marché digitalization initiative and provides Open Pro/Addock technology powering Vichy Destinations' partner platform. Directly comparable as the regional DMO authority that Vichy Destinations reports into.
• Office de Tourisme de La Bourboule: Auvergne-based thermal spa DMO with family-oriented positioning, comparable in scale and spa/leisure market. Closest regional French thermal-spa peer in terms of size, target audience, and resort dynamics.
• Office de Tourisme d'Aix-les-Bains: Major French thermal-spa DMO on Lac du Bourget with significant spa heritage, outdoor recreation, and classified tourist office operations. Direct thermal/leisure destination competitor in the French spa market.
• Office de Tourisme et des Congrès de Bordeaux: Major French urban DMO operating a classified tourist office with similar functions (visitor information, ticketing, partner tools, events calendar). Comparable in role, scope, and Category I-equivalent operations, although larger and focused on a wine/heritage destination.
• Pure Montagne (Sancy / Puy-de-Dôme tourism): Massif du Sancy mountain tourism destination in Auvergne with similar outdoor recreation positioning (hiking, VTT, climbing) and comparable sub-regional DMO structure. Closest peer for the Montagne Bourbonnaise / outdoor sports sub-brand.
• Office de Tourisme d'Évian-les-Bains: Direct French thermal/spa competitor destination with similar lake-based leisure tourism and UNESCO-adjacent heritage positioning. Comparable as a competing French thermal-spa DMO targeting overlapping curiste and leisure segments.

Broad incumbents

• Visit Brussels (Brussels Tourism & Congress): European capital-city CVB operating consumer-facing digital channels, ticketing, partner tools, and an événements sub-brand. Comparable as a larger European CVB with similar service portfolio to Vichy Destinations.
• Tourism Flanders (Visit Flanders): European regional DMO operating cycling/hiking networks (Cycle Network, hiking knooppunten) with sub-brands and consumer-facing digital tools. Directly comparable for cycling/hiking network marketing and outdoor tourism strategy.
• Switzerland Tourism (MySwitzerland): National tourism organization operating an integrated multi-brand, multi-channel destination marketing platform with partner enablement and sub-brand targeting. Comparable as a benchmark for an integrated DMO operating at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBRjLvnPqslqFf8-vmmJA5w
• Facebookfacebook.com/VichyMonAmour
• LinkedInlinkedin.com/company/vichy-destinations
• Instagraminstagram.com/maisonvichy

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Vichy Destinations