Grenoble Alpes Tourisme

What Grenoble Alpes Tourisme does

Grenoble Alpes Tourisme (legal name: Agence Grenoble Alpes) is the official tourist office for Grenoble-Alpes Métropole, structured as a French Établissement Public à Caractère Industriel et Commercial (E.P.I.C.), a public entity operating under the authority of the metropolitan government. The organization serves domestic and international visitors to a territory covering 49 municipalities in the Isère department, encompassing five distinct mountain ranges (Chartreuse, Vercors, Oisans, Belledonne, Trièves) anchored by the city of Grenoble. Its core mandate is destination promotion, visitor information dissemination, and facilitation of bookings across accommodations, activities, cultural sites, and events.

The operational footprint spans four physical tourist information offices (Grenoble main office, Bastille fortress, Le Sappey-en-Chartreuse, Vizille), a multilingual digital platform in four languages (French, English, Spanish, German), and a dedicated Convention Bureau for MICE business. The technology stack is a conventional web platform (Django, Bootstrap, OpenStreetMap/Leaflet, jQuery, Handlebars) with the Ingénie system providing online booking, ticketing, and CRM for visits, accommodations, and packaged stays. Key product lines include the G-PASS tourist pass, guided tour reservations, packaged stays (séjours packagés), and a boutique retail operation selling PDO Grenoble walnuts, Chartreuse liqueurs, and other regional products via physical stores and click-and-collect online ordering.

Revenue is generated through multiple streams: transaction fees on guided tour and activity bookings, G-PASS sales, packaged stay reservations, and direct hardware/retail sales at boutique locations. The organization holds an Atout France travel agency license (IM038120002), maintains mandatory professional liability insurance through AXA and financial insolvency protection via APST, and operates under public-sector governance with Cyril Laïfly serving as Directeur général. The entity is distinguished by its 1889 founding date, the European Green Capital 2022 designation for Grenoble, and its role as host territory for Tour de France 2026 Stage 18.

Name

Grenoble Alpes Tourisme

Legal name

Agence Grenoble Alpes

Website

https://grenoble-tourisme.com

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Grenoble Alpes Tourisme is the official public tourist office (E.P.I.C.) for Grenoble-Alpes Métropole, serving domestic and international visitors across 49 municipalities with visitor information, the G-PASS pass, guided tour bookings, packaged stays, regional retail, and a Convention Bureau for MICE events.

Ownership category

akta.pro rank

Product category

Destination Tourism Services

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAAAGAD

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

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/National Parks & Protected Area Visitor Services (Concessions, Guided Access)

SECONDARYTHAAAGAF

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized)

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/National Parks & Protected Area Visitor Services (Concessions, Guided Access)

SECONDARYTHAJAIAA

National Park & Protected Area Tours

Travel & Hospitality/Tours, Attractions & Experiences/Nature & Wildlife Experiences (National Parks, Wildlife Encounters, Eco-tours)

Keywords

• Destination marketing services
• Tourist information services
• Tourism booking platform
• Guided tour reservations
• Regional tourism promotion

Headquarters

HQ city

Grenoble

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Tour and Activity Bookings: Online reservation and sale of individual tourist activities including guided tours, theatrical walks, and leisure activities. Revenue is generated through ticket sales at published prices with full payment collected at the time of booking. Valid tickets are delivered by email or for collection at the main office or at the activity venue.
2. G-PASS (Tourist Pass) Sales: Sale of the Grenoble Alpes tourist pass, a bundled offering that allows visitors to access multiple attractions and services at discounted rates. Sold online and at tourist office counters.
3. Packaged Stays (Séjours packagés): Sale of all-inclusive travel packages combining at minimum one overnight stay, breakfast, and a Grenoble Pass. Full payment required at time of booking.
4. Tourist Office Boutique (Retail Products): Sale of local and regional products including PDO Grenoble walnuts and walnut products, Chartreuse liqueurs (Elixir Végétal, Green and Yellow Chartreuse), Maison Barnier sweets, Biscuiterie Saint-Dominique monastic biscuits, Antésite beverages, Le Crétin des Alpes biscuits, and Pastilles des Alpes. Products sold both in-store and via click-and-collect online ordering. Payment collected upon in-store pickup.
5. Click & Collect Boutique Orders: Online ordering of boutique products for in-store pickup. Customers select products via dedicated website, reserve a pickup date/time, and pay upon collection. Supports card, cash, and check payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Grenoble Alpes Tourisme promotes the Grenoble-Alpes Métropole as a tourism destination and operates as the official regional tourist office. It sells guided tour reservations, the G-PASS bundled tourist pass, packaged stays, boutique retail of regional products (PDO Grenoble walnuts, Chartreuse liqueurs), and Convention Bureau services for business tourism. The organization also provides visitor information, an interactive map, and trip-planning content through four physical offices and a multilingual website.

Product overview

Grenoble Alpes Tourisme operates as the official tourist office for Grenoble-Alpes Métropole, offering a multi-product service platform centered around visitor experience and regional promotion. The core offerings include the G-PASS tourist pass for bundled attraction access, an online guided tour booking system, and an interactive digital map for trip planning. The organization also manages the Convention Bureau for business tourism, operates retail boutiques selling regional products (notably PDO Grenoble walnuts and Chartreuse liqueurs), and maintains partnerships with regional attractions such as the Museum of La Grande Chartreuse. The digital platform supports accommodation and restaurant discovery, outdoor activity booking, and provides practical visitor information in multiple languages.

Differentiator

Problem solved

Functional benefit

Brands

• G-PASS Grenoble Alpes: A visitor pass/passport offering discounts and access to attractions in the Grenoble-Alpes region.
• Convention Bureau

Products and services

• G-PASS (Grenoble Alpes Pass) A tourist pass offering combined access to attractions, tours, and services across the Grenoble-Alpes Métropole region, enabling visitors to explore more while spending less. Sold online at grenoblepass.com and at tourist office counters.
• Guided Tour Booking Online reservation system for guided tours, theatrical walks, and curated visitor experiences across the Grenoble-Alpes region. Supports both individual and group reservations, with full payment collected at time of booking and tickets delivered by email or for in-person collection.
• Packaged Stays (Séjours packagés)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Atout FrancecoreStrategic or Co-development PartnerAtout France is the French Tourism Development Agency. Grenoble Alpes Tourisme is registered with Atout France as a licensed travel agency (Immatriculé au registre des agents de voyages et autres opérateurs de la vente de voyages et de séjours auprès d'Atout France 200/216 rue Raymond Losserand CS 60043 75680 Paris Cedex 14 sous le n° IM038120002).
• AXA AssuranceOthersAXA Insurance company (42 avenue du pré d'Elle, Meylan 38240) provides professional liability insurance (contrat n° 80313504) covering Grenoble Alpes for civil liability in the conduct of its tourism operations.
• APST (Association Professionnelle de Solidarité du Tourisme)coreOthersAPST (15 avenue Carnot, 75017 Paris) holds the financial guarantee for Grenoble Alpes Tourisme. In case of the agency's insolvency, travelers can contact APST to recover payments made for services not delivered. This insolvency protection is mandatory for travel agencies operating in France.
• Chartreuse Monastery (Grande Chartreuse)coreStrategic or Co-development PartnerThe Grande Chartreuse monastery, founded in 1084, is the mother house of the Carthusian Order and the origin of the Chartreuse liqueur brand. The tourism office features the Museum of La Grande Chartreuse (located 2km from the monastery in Saint-Pierre-de-Chartreuse) as a key attraction. The monks maintain the secret recipe of Chartreuse liqueur and continue centuries of tradition.
• PDO Grenoble Walnut Producers (Des Trucs à la Noix, Polinoix, Niconoix, Noix & Cie)minorStrategic or Co-development PartnerMultiple PDO-certified walnut producers (Des Trucs à la Noix in La Rivière, Polinoix in Poliénas, Niconoix in Saint Romans, and Noix & Cie in Meymans) supply local walnut products sold through the tourist office boutique. These producers maintain the Protected Designation of Origin for Grenoble walnuts dating back over a thousand years.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Tirol Werbung: DMO for the Austrian Tirol region. Comparable as a competing Alpine DMO with similar summer/winter product mix, similar family and outdoor positioning, and similar MICE infrastructure — but in a different national market, so a regional rather than direct competitor.

Broad incumbents

• Switzerland Tourism: National DMO for Switzerland. Comparable as a larger, more resourced Alpine destination marketer promoting mountain, ski, and cultural tourism; represents the kind of 'next tier' incumbent Grenoble competes with for European leisure share of voice.
• Atout France: The national French tourism development agency. Comparable as the overarching national body that Grenoble Alpes Tourisme is registered with; sets strategy, distributes international marketing investment, and competes for the same international visitor attention at national rather than regional level.

Direct peers

• Savoie Mont Blanc Tourisme: Regional tourism board for the Savoie Mont-Blanc area in the French Alps. Directly comparable as a French Alpine DMO promoting mountain tourism, ski resorts, hiking, and cultural experiences with a similar B2C plus MICE model and comparable partner ecosystem (Atout France-registered).
• Vallée de Chamonix-Mont-Blanc: Tourist office for the Chamonix valley. Closely comparable as an Alpine DMO selling ski, mountaineering, trail running, and guided outdoor experiences to an international audience with similar seasonality and outdoor-led value proposition.
• Annecy Tourisme: Tourist office for the Annecy metropolitan area in the French Alps. Comparable as a nearby Alpine DMO offering lake/mountain experiences, similar GTC-style passes, guided tours, and a retail boutique — competing for similar European leisure visitors.
• Lyon Tourisme et Congrès: DMO and Convention Bureau for Greater Lyon. Comparable as a French metropolitan tourism office combining leisure visitor services with a separate Convention Bureau (similar to Grenoble's grenoble-congres.com) and on-site retail.
• OnlyLyon Tourism & Convention Bureau: Destination marketing organization for the Lyon metro area with a dedicated convention bureau arm. Comparable in combining a leisure visitor platform with a high-value MICE/Convention Bureau sales motion under one brand.

Emerging players

• Viator (Tripadvisor): Global OTA for tours and attractions. Comparable as a marketplace competitor for the guided tour and pass inventory the DMO curates, with stronger international SEO and discovery mechanics targeting the same English/Spanish/German-speaking visitors.
• GetYourGuide: Global OTA for tours, attractions, and experiences. Comparable as a channel that distributes the same guided tours, museum tickets (e.g., the Museum of La Grande Chartreuse), and packaged activities the DMO sells — and increasingly intercepts the digital booking moment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Grenoble Alpes Tourisme