Turespana
Turespaña is Spain's official government tourism promotion agency (Instituto de Turismo de España), operating under the Ministry of Industry and Tourism. It promotes Spain internationally through a 33-office global network, tourism intelligence platforms, trade fairs, and training programs serving international tourists, Spanish tourism businesses, and travel trade professionals.
- Company typePrivate
- Founded1986
- HeadquartersMadrid, Spain
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Turespana does
Turespaña, legally constituted as the Instituto de Turismo de España, is an autonomous government agency under Spain's Ministry of Industry and Tourism that operates as the country's official national tourism promotion organization. Founded in 1985 and headquartered in Madrid, it does not generate commercial revenue; instead, it is funded through Spanish government budget allocations and its mandate is to position Spain as a leading global tourist destination. The organization serves three primary audiences: international tourists in source markets, Spanish tourism businesses (hotels, tour operators, attractions, DMOs) seeking international market access, and travel trade professionals (tour operators, travel agents) who recommend Spain to their clients.
The organization's core technology and product portfolio centers on the tourspain.es institutional website and the Conocimiento (conocimiento.tourspain.es) tourism knowledge portal, which delivers dynamic reports, market analysis, monthly conjuncture reports, traveler profiles, air traffic data, tourism employment statistics, and what is described as Spain's largest tourism documentation center. Supporting products include the Spain Specialist training and certification program for travel trade professionals, the Spain Talks event series (now expanding internationally to Los Angeles and Tokyo in 2026), themed marketing campaigns such as 'Spain is (Much) More,' annual convention programming (VI Convención Turespaña Zaragoza 2026), and the Cultural Heritage Conservation (PRTR) initiative that restores 39 historic Paradores using Next Generation EU funds.
Turespaña's go-to-market is hybrid and event-driven: it operates a network of 33 tourism counselor offices (consejerías) across six global regions providing on-the-ground B2B support, participates in major international tourism fairs (FITUR, ITB Berlin, WTM London, ILTM Cannes, Tourism Expo Japan, IMEX Americas), runs digital campaigns through its owned channels (X/Twitter, LinkedIn, Facebook) and partnership channels (notably Wego for MENA markets), and conducts press relations through a dedicated Sala de Prensa. Its revenue model is non-commercial — there are no product sales, pricing tiers, or subscription revenues — and all operations are sustained through government budget allocations to the Ministry of Industry and Tourism.
Turespana firmographics
Firmographics- Name
- Turespana
- Legal name
- Instituto de Turismo de España
- Website
- https://tourspain.es
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Turespaña is Spain's official government tourism promotion agency (Instituto de Turismo de España), operating under the Ministry of Industry and Tourism. It promotes Spain internationally through a 33-office global network, tourism intelligence platforms, trade fairs, and training programs serving international tourists, Spanish tourism businesses, and travel trade professionals.
- Ownership category
- akta.pro rank
Turespana industry classification
Industry- Product category
- Tourism Promotion Services
- NAICS
- Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (561920)
- SIC
- International Affairs (9721), Foreign Governments (8888)
- akta.pro primary industry
- Tourism Trade & Services Exports Development (BPADAMAO)
- akta.pro secondary industry
- Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)
Keywords
Where Turespana is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices13 records
Markets served
Turespana business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D
Revenue model
- Government Budget Allocation: Turespaña is a public autonomous organism dependent on the Ministry of Industry and Tourism, funded through government budget allocations. Revenue is not generated from commercial operations.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Turespana product offering
Product offeringCore offering
Turespaña (Instituto de Turismo de España) is a Spanish government autonomous body that promotes Spain as a global tourist destination. It operates a worldwide network of 33 tourism counselor offices, runs marketing and communication campaigns, participates in major international tourism fairs, and publishes tourism intelligence data through its Conocimiento knowledge portal. Its activities are funded through Spanish government budget allocations rather than commercial revenue.
Product overview
Turespaña (Instituto de Turismo de España) operates as a public tourism marketing organization with a multi-platform portfolio. The core offering centers on tourspain.es for institutional promotion and the Conocimiento portal for tourism intelligence and market data. Supporting products include the Spain Specialist Program for travel trade training, the Spain Talks event series for professional networking, and participation in major trade fairs including FITUR. The organization runs marketing campaigns like 'Spain is (Much) More' and implements heritage conservation through the PRTR initiative. The network of 33 tourism offices abroad provides localized support for Spanish tourism stakeholders across key source markets.
Differentiator
Problem solved
Functional benefit
Products and services
- tourspain.es (Institutional Website) Main institutional website of the Instituto de Turismo de España, providing information about Spain's tourism promotion activities, marketing campaigns, trade support actions, and access to the network of tourism offices abroad. Targeted at Spanish tourism professionals and international travel trade.
- Conocimiento (Tourism Knowledge Portal) Comprehensive digital portal providing tourism intelligence, market data, statistical reports, visitor profiles, dynamic reports, trend analysis, and market studies for source markets. Used by Spanish tourism professionals and international trade partners.
- Spain Specialist Program Training and certification program for travel agents and tour operators from source markets to learn about Spanish tourism offerings, enabling them to better sell Spain as a destination.
- Network of Tourism Offices Abroad (Consejerías) 33 tourism offices (consejerías) across 6 global regions (North America, Iberoamerica, Northern Europe, Central Europe, Southern Europe/Mediterranean, Asia-Pacific/Middle East) providing B2B support to Spanish tourism businesses in source markets.
- Cultural Heritage Conservation Program (PRTR) Restoration and conservation program for 39 Paradores (state-owned historic hotels) financed by Next Generation EU funds through the Recovery, Transformation and Resilience Plan, focused on historic buildings declared Property of Cultural Interest.
- Marketing and Commercialization Support Services Actions supporting Spanish tourism businesses and destinations in international markets, including presence at major trade fairs, reverse trade missions, and commercial support events.
- Multimedia Resources Portal Catalog of Spanish tourism images classified by themes including art and culture, sports, coasts and beaches, events, gastronomy, nature, and urban tourism, available for media and trade use.
Companies that use Turespana
Customer profileSegments3 records
Ideal customer profiles3 records
Turespana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Turespana partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- WegocoreStrategic partnership to promote Spain as a premier summer destination for MENA region travelers. The collaboration includes targeted marketing campaigns and destination storytelling highlighting Spain's cultural landmarks, coastal retreats, gastronomy, and summer festivals, targeting high-spending GCC travelers from UAE, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman.
- LGBTQ+ Tourism Pavilion at ITB Berlin 2026minorTurespaña participates in the LGBTQ+ Tourism Pavilion at ITB Berlin 2026 alongside Booking.com, Queer Destinations, and Grindr, highlighting LGBTQ+ tourism as a growth engine. Spain positions itself as a leading LGBTQ+-friendly destination with Valencia hosting Gay Games 2026.
- LaLigaminorFootball watch party event in Mumbai, India organized to promote cultural exchange and strengthen ties between Spain and India through football. Event included activations such as raffles and Spanish tapas with initiatives aimed at growing the sport in India.
- Women Leading Tourism (WLT)coreGeneral collaboration protocol to promote and support the role of women in Spanish and international tourism. Includes joint events, content production support, mutual market research access, website information exchanges, and social media campaigns.
- Aena (Spanish Airports)coreJoint organization of air connectivity workshops (Jornadas de Conectividad Aérea) to support and develop air connectivity between Spain and source markets. Fifth edition held in Reus, Spain.
- ExcelturcoreExceltur is a tourism industry association that provides growth forecasts and market analysis for Spain's tourism sector. Turespaña references Exceltur's forecasts in positioning Spain's tourism outlook.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Turespana competitors and assessment
Company assessmentDirect peers
- VisitBritain: The UK government's national tourism agency, promoting Britain internationally through trade fairs, digital campaigns and a network of overseas offices — the same destination-marketing mandate, B2B trade model, and government-funded structure as Turespaña.
- Atout France: France's national tourism development agency, operating under government authority to promote France abroad via counselor offices, market intelligence and trade partnerships — directly comparable in structure, scope and EU-competitor positioning to Turespaña.
- ENIT (Italian National Tourist Board): Italy's national tourism promotion agency, competing head-to-head with Turespaña in Mediterranean source markets through cultural, gastronomic and leisure campaigns — a true destination-marketing rival with analogous funding model and trade-fair strategy.
- German National Tourist Board (GNTB): Germany's NTO promoting Germany as a destination via a global office network and trade engagement; mirrors Turespaña's counsellor-office model and B2B trade-fair playbook from the demand-side perspective of a key Spain source market.
- Brand USA: The United States' national destination marketing organization, executing global paid-media and trade programmes funded through public-private partnership — directly comparable to Turespaña as a national-level DMO competing for the same international tourist wallet.
- Tourism Australia: Australia's national tourism agency, renowned for long-running brand campaigns (e.g. 'There's Nothing Like Australia') and a strong content/market-intelligence capability — directly parallel to Turespaña in scope, international orientation and government-backed operating model.
- Japan National Tourism Organization (JNTO): Japan's government tourism promotion body driving inbound arrivals via overseas offices in source markets and consumer-facing campaigns — analogous to Turespaña in mandate, distribution and data-driven segmentation approach.
- Visit Portugal (Turismo de Portugal): Portuguese national tourism authority competing with Spain across Iberian Mediterranean and European source markets — directly comparable NTO with overlapping counselor network, trade partnerships and cultural/ gastronomy positioning.
- Greek National Tourism Organisation (GNTO/EOT): Greece's national tourism body promoting Greek destinations worldwide through overseas offices and trade fairs — a Mediterranean peer that, like Turespaña, competes for sun-and-beach and cultural-heritage demand from Northern Europe.
- Go Türkiye: Turkey's government-backed tourism brand executing aggressive global campaigns targeting the same European, GCC and Asian source markets as Turespaña — closest regional competitor for Mediterranean sun-sea-sand demand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Turespana social profiles
Digital presenceTurespana compliance and trust
Trust signalCompliance2 records
Turespana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Turespana leadership team
Management profileNumber of profiles
Profiles2 records
Turespana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Turespana M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Turespana
What does Turespana do?
Turespaña (Instituto de Turismo de España) is a Spanish government autonomous body that promotes Spain as a global tourist destination. It operates a worldwide network of 33 tourism counselor offices, runs marketing and communication campaigns, participates in major international tourism fairs, and publishes tourism intelligence data through its Conocimiento knowledge portal. Its activities are funded through Spanish government budget allocations rather than commercial revenue.
Is Turespana a public or private company?
Turespana is a private company. It is classified as state government owned and is currently operating.
When was Turespana founded?
Turespana was founded in 1986. It employs 251 to 500 people.
Where is Turespana based?
Turespana is headquartered in Madrid, Spain, in the Europe region.
How does Turespana make money?
One revenue line is on record: government Budget Allocation.
Who are Turespana's main competitors?
Direct peers on record are VisitBritain, Atout France, ENIT (Italian National Tourist Board), German National Tourist Board (GNTB), Brand USA, Tourism Australia, Japan National Tourism Organization (JNTO), Visit Portugal (Turismo de Portugal), Greek National Tourism Organisation (GNTO/EOT) and Go Türkiye.
Does Turespana have an API?
No public API is recorded for Turespana.
What industry is Turespana in?
Turespana's product category is Tourism Promotion Services. Its primary akta.pro industry code is BPADAMAO, Tourism Trade & Services Exports Development, with a secondary code of THAKABAH, Inbound/Local Retail Travel Agencies (Destination Booking Offices). Its NAICS code is 561591 and its SIC code is 9721.