The concept of multifunctionality of fisheries is emerging, as fishery activities do not only provide commodity goods but have others functions (territorial and social). The capacity of fishing activities to attract visitors in tourist areas is one of the most believable functions with respect to the multifunctionality of fisheries: Visitors like to see boats in the ports and fishes in the markets. People are sensitive to aesthetic, social, cultural and heritage amenities related to fishing activities (presence of boats and fishermen, fish landings and selling). Here, we have to deal with an almost pure public good, for which the degree of jointness in the production of marketed goods and services depends on the type of the activity (probably stronger for small-scale fisheries and direct sales than for deep-sea fishing and sales auction). We tried to see if the amenities produced by commercial fisheries are valued by visitors. Do fishing activities contribute to the attractiveness of the coast? We assume that the individual choices to go on a site on the coast are a function of attributes describing this site. Attributes selected include recreational activities, amenities of the seaside and amenities produced by fishing activities: coastal trails, marina, beach, architectural heritage, fishing boats and direct sales of seafood caught by local fishermen. Furthermore, we used a distance attribute as a proxy of cost. We used choice experiments to study individuals stated preferences for these various attributes. From the individual choices of virtual sites (built by mixing the different attributes and their levels), we analyzed the individual trade-off between attributes. During the summer 2013, a large survey was conducted in the neighboring departments of the Channel and the North sea coasts in France, in United-Kingdom and in Belgium, on a sample of 2 000 people. A random parameter logit model (mixed logit) was used to analyze individual choices, enabling to avoid limitations of a standard logit model and allowing for random taste variation. We supposed heterogeneous preferences between individuals for all attributes of sites (including the cost attribute). As each surveyed people perform several choices, our data set is a panel. The analysis of the distribution for the estimated parameters shows that for all the investigated population, every attribute contributes positively to the utility. All the selected attributes are relevant to explain the choice of sites on seaside. Estimations show the preferences for the attributes of interest (“fishing boat” and “direct sale”) are especially heterogeneous between the individuals. We used a lognormal distribution for the random parameters that enables us to calculate the moments for the distribution of willingness to pay (WTP). The estimated means of willingness to pay for the characteristics of sites are all positive. Even if respondents prefer much better the "beach” and “coastal paths” attributes, the “fishing boats” attribute is the fourth higher mean of WTP, very close behind the “architectural heritage” one. Besides, the analysis of the distribution for the WTP for the presence of fishing boats shows that for a part of the sample, the mean of the “fishing boats” WTP is really high. Surveyed people having a link with fishing (professional, recreational, family, etc.) in France, or being native of the seaside in United Kingdom, have also stronger WTP for the “fishing boats” and “direct sales” attributes than other people. Then, according to our econometric results, we can conclude that individuals like to see fishing boats on the coastline and that fresh fish caught by local fishermen landed and directly sold on the ports or in local open markets is also an attraction for visitors. These attributes are positive externalities produced by inshore fisheries.