Turespana

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.

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

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

• Destination marketing
• Tourism promotion
• Travel trade support
• Tourism intelligence
• Market analysis

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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

Core 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.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• WegocoreGTM or Marketing Partner · 18 June 2026Strategic 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 2026minorGTM or Marketing Partner · 5 February 2026Turespaña 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.
• LaLigaminorGTM or Marketing Partner · 14 November 2024Football 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)coreStrategic or Co-development Partner · 13 May 2022General 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)coreStrategic or Co-development Partner · 6 May 2022Joint 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.
• ExcelturcoreOthersExceltur 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

Direct 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

• Xx.com/turespana_
• LinkedInlinkedin.com/company/tourist-office-of-spain

Compliance2 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 Turespana