More Tourism

What More Tourism does

MoreTurismo International S.L. is a boutique PR and digital marketing consultancy headquartered in Almería, Spain, founded in 2016 by Juan Miguel Moreno Magaña. The firm specializes in representing Latin American tourism destinations and authorities in European source markets, delivering strategy, public relations, digital campaigns, MICE positioning, platform development, and training services. Its internal team of approximately eight professionals is augmented by a pan-European partner network of PR agencies across Spain, Italy, France, the Netherlands, the UK, and Germany, which provides in-market media relations and trade access. The company sells exclusively to institutional and government clients, with marquee engagements including a multi-year relationship with CATA (Central America Tourism Agency) covering eight countries, plus work for tourism authorities in Belize, Mexico, Guatemala, Nicaragua, Costa Rica, Panama, El Salvador, Ecuador, and others, as well as selective private-sector clients such as Cap Cana.

The business generates revenue through project-based, individually negotiated contracts with tourism boards and government agencies, with disclosed contract values ranging from roughly 1,000 EUR to over 330,000 EUR per engagement. Service lines include media relations and PR, MICE campaigns, digital marketing and influencer programs, tourism strategy consulting, and training/capacity building. Technology assets include the Visit Centroamérica progressive web app, a multi-destination promotional platform (visitcentroamerica.com), a B2B virtual roadshow and matchmaking platform, and proprietary multi-language digital campaign ecosystems. The company has won three major international awards (Premio Excelencias Turísticas 2022, Premio Excelencias a la Innovación Digital 2023, and Top 3 globally at the AppTourism Awards 2019) and has expanded into adjacent areas such as AI training for tourism stakeholders and a strategic partnership at the World Travel Expo Miami.

MoreTurismo operates as a privately held, founder-owned consultancy with no external equity funding or disclosed revenue. Its growth is anchored by long-cycle government contracts, the institutional network of its CEO (UNWTO Tourism Commission of the Americas, AECIT board), and the proprietary reach of its six-country European PR infrastructure.

Name

More Tourism

Legal name

MoreTurismo International S.L.

Website

https://moreturismo.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

MoreTurismo is a boutique Almería-based consultancy that represents Latin American tourism authorities and destinations in European markets, delivering PR, digital marketing, MICE positioning, training, and destination-platform development through a six-country European partner network.

Ownership category

akta.pro rank

Headquarters

HQ city

Almería

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Tourism Consulting and Strategy Services: Fees for strategic tourism consultancy, destination positioning strategy, and technical advisory to tourism authorities and international organisms. Services include strategic planning, benchmarking, SWOT analysis, and implementation roadmaps.
2. Digital Marketing and PR Campaigns: Fees for designing and executing digital campaigns, SEO/SEM, social media management, influencer campaigns, and programmatic advertising for tourism boards and government agencies. Revenue recognized through project-based contracts ranging from 6,485 EUR to 333,177 EUR per engagement.
3. MICE Representation and Event Services: Services for MICE destination positioning, representation in European markets, trade show coordination, roadshows, press trips, and B2B networking facilitation across European markets.
4. Training and Capacity Building Programs: Training programs designed for institutions, destinations, and enterprises, covering digital marketing, international tourism promotion, multilingual content management, and regional coordination. Includes virtual workshops for MIPYMES across Central America.
5. Web and Mobile App Development: Design and development of multilingual tourism platforms, progressive web apps, and digital tools for destination promotion. Contracts include web platform development and app creation for CATA (36,733 EUR contract).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

More Tourism (MoreTurismo International S.L.) is a boutique tourism consultancy that designs and executes PR, digital marketing, MICE, strategy, and training programs for Latin American tourism authorities targeting European source markets. The firm coordinates in-market campaigns through a network of European PR partner agencies across Spain, Italy, France, Netherlands, UK, and Germany. It also develops bespoke digital products such as multilingual tourism apps and virtual B2B matchmaking platforms for destination promotion.

Product overview

More Tourism is a boutique PR and digital marketing consultancy specializing in tourism destination promotion, primarily serving Latin American tourism authorities and destinations targeting the European market. The company operates as a service-based consultancy rather than a traditional SaaS product, offering a portfolio of interconnected services: PR and media relations, MICE campaigns, digital marketing with influencer campaigns, tourism strategy consulting, and professional training programs. Their digital offerings include the development and maintenance of tourism platforms (such as the Visit Centroamérica app), digital campaign execution, and AI summits. The services are delivered through a European network of PR partner agencies across Spain, Italy, France, Netherlands, UK, and Germany.

Differentiator

Problem solved

Functional benefit

Products and services

• Tourism Public Relations and Media Relations (Relaciones con los medios y PR)
• MICE Campaigns (Campañas MICE)
• Digital Marketing and Influencer Campaigns (Marketing Digital e Influencers)
• Tourism Strategy Consulting (Consultoría y Estrategia Turística)
• Training Programs (Capacitación)
• Visit Centroamérica Mobile App
• Multi-language Digital Campaign Ecosystem for Central America
• B2B Virtual Roadshow and Matchmaking Platform

Quantifiable outcome

• 6.2 million+ reach from Belize influencer campaign (vs. 1.5 million target, exceeding by 4x)
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and flagship.

• WTE Miami – World Travel ExpocoreStrategic or Co-development Partner · 1 January 2023MoreTurismo acts as Strategic Partner at WTE Miami (2023 and 2024 editions), functioning as a global partner and B2B business accelerator connecting European and Central American government delegations with US tour operators, airlines, and investment funds at the Miami Beach Convention Center.
• GEC PR (UK)coreChannel Partner/ Reseller/ Distributor · 1 January 2016GEC PR is MoreTurismo's UK partner, with Fiona Anderson (Company Director/Promotion & Digital Planner), Sarah Salord (Company Director/MICE & Media Executive), and Hebe Harvey (Communications Executive) providing PR representation, digital planning, and MICE promotion for Latin American destinations in the UK market.
• GroupExpression (France)coreChannel Partner/ Reseller/ Distributor · 1 January 2016GroupExpression, led by CEO Stéphanie Picon and Managing Director Virginie Le Norgant, serves as MoreTurismo's French PR and marketing partner, providing destination representation and business development for Latin American tourism authorities in the French market.
• MOCOCÓ Montefusco Colla Comunicazione (Italy)coreChannel Partner/ Reseller/ Distributor · 1 January 2016MOCOCÓ Montefusco Colla Comunicazione, with partners Annachiara Montefusco, Paola Colla, Monica Macchioni (journalist/communication consultant), and Francesca Carli (journalist/social media), provides communication and media relations services for MoreTurismo in the Italian market.
• Tourreps (Netherlands)coreChannel Partner/ Reseller/ Distributor · 1 January 2016Tourreps, managed by Harry Betist (Managing Director/Owner), serves as MoreTurismo's representative in the Netherlands, providing destination promotion and commercial representation for Latin American tourism boards in the Dutch market.
• FAME Creative Lab (Germany)coreChannel Partner/ Reseller/ Distributor · 1 January 2016FAME Creative Lab, led by Managing Partner Isabell Böck, Senior Account Manager Laura Bernd, and Karin Luize de Carvalho, provides creative, digital, and account management services for MoreTurismo's German market operations.
• CATA – Central America Tourism AgencyflagshipStrategic or Co-development Partner · 1 January 2016MoreTurismo has served as the lead agency for CATA since 2017, providing ongoing PR, digital marketing, MICE strategy, web/app development, and training services across European markets for 8 Central American countries and the Dominican Republic. This 6+ year partnership (2017-2023) has been certified by CATA's Secretary General.
• CAMACOL USA – Latin Chamber of Commerce in the United StatescoreStrategic or Co-development Partner · 1 January 2016CEO Juan Miguel Moreno was appointed Executive Director of the Tourism Commission of the Americas under CAMACOL. CAMACOL's Gold Medal of Merit was awarded to Moreno in 2016, validating MoreTurismo's methodology for creating commercial bridges between Latin American tourism and European travelers.
• AECIT – Spanish Association of Scientific Experts in TourismcoreStrategic or Co-development Partner · 1 January 2016Juan Miguel Moreno serves as Board Member (Vocal) and Head of Communication of AECIT, providing MoreTurismo with institutional credibility and scientific authority in tourism research and standards, and enabling promotion of corporate social responsibility in Latin American destinations.
• UNWTO / OMT – United Nations World Tourism OrganizationcoreStrategic or Co-development Partner · 1 January 2016MoreTurismo's CEO serves as Executive Director of the Tourism Commission of the Americas of UNWTO, providing institutional positioning and access to intergovernmental tourism policy networks for the company and its clients.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Aviareps: Global tourism and travel representation company providing sales, marketing, and PR services for destinations, airlines, and hotels across multiple markets. Comparable in providing in-market European representation for non-European tourism clients.
• Hills Balfour: Boutique UK-based destination marketing and tourism PR agency offering representation of destinations to trade and consumer media. Directly comparable in scope (PR, digital, trade, MICE) and boutique scale to MoreTurismo's European model.
• Brighter Group: UK-based travel and tourism PR and communications agency providing destination representation, media relations, and trade marketing for tourism boards. Closely aligned in offering, customer type (tourism authorities), and consultative delivery model.

Broad incumbents

• Finn Partners: Global public relations and integrated marketing agency with a dedicated travel and lifestyle practice. Overlaps in destination marketing, MICE promotion, and digital tourism campaigns but operates at materially larger scale with broader industry coverage.
• MMGY Global: Large integrated travel and tourism marketing agency with destination marketing, advertising, and PR capabilities. A scaled incumbent in the same vertical that competes for the same government and DMO RFPs but with materially larger headcount and rate cards.
• Grayling: Global communications consultancy with a dedicated travel and tourism practice covering PR, public affairs, and digital campaigns. Competes for the same tourism authority mandates with broader geographic footprint and agency-of-record capabilities.

Others

• ProColombia: Colombian government trade and tourism promotion entity that promotes Colombian destinations internationally. Comparable function (public-sector destination promotion) rather than competitive offering; useful adjacent reference for client-side counterparties.
• Turespaña: Spanish national tourism promotion agency under the Ministry of Industry, Trade and Tourism that markets Spain internationally. Operates from the same home market as MoreTurismo with comparable public-sector destination promotion mandate, though as the in-house body rather than an external consultancy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/moreturismo.int
• LinkedInlinkedin.com/company/more-turismo

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 More Tourism