City Expert

What City Expert does

City Expert S.L. is a Seville-headquartered tourist information and activities booking platform operating across 13 Spanish destinations through a network of 48 physical offices and 60+ tourist information points, supplemented by a self-serve online booking site at cityexpert.travel. The company offers guided tours, excursions, attraction tickets, hop-on hop-off bus tours, boat trips, and cultural experiences sourced from both its own curated products and a broad network of third-party suppliers (e.g., City Sightseeing, Palma Aquarium, Hammam Al Andalus, Puro Arte, local tour operators). The product portfolio is tiered from individual attraction tickets (€11-35) through bundled multi-activity Experience packages (€27-65) up to private guided tours (€190-270), with a distinct concierge proposition delivered inside 4- and 5-star hotels affiliated with Meliá, Barceló, and Silken.

The underlying technology is a transaction-based online booking platform with integrated card and alternative payment processing (Visa, Mastercard, PayPal, Giropay, SOFORT), basic web analytics tagging (Google Analytics, Google Tag Manager), and an offline operational layer of physical offices, mobile stands, and hotel concierge desks; no proprietary AI/ML, proprietary models, or app products are disclosed. Revenue is generated through commissions and transaction fees on each booking (the user pays City Expert, which acts as intermediary to the activity provider), with end-customers being international tourists and partner hotels acting as referral channels rather than direct paying customers. The platform holds an AENOR ISO 9001 quality management certification and serves a multilingual customer base via a 300+ employee workforce representing 25+ nationalities, offering service in Spanish, English, and French across the network.

Name

City Expert

Legal name

City Expert S.L.

Website

https://cityexpert.travel

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

City Expert S.L. is a Spanish tourist information and activities booking platform operating 48 physical offices and 60+ information points across 13 Spanish destinations, offering guided tours, attraction tickets, hop-on hop-off buses, and bundled experience packages to international tourists via online and offline channels.

Ownership category

akta.pro rank

Product category

Tourist Activity Booking & Sightseeing Services

NAICS

Tour Operators (56152), Scenic and Sightseeing Transportation, Water (4872)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAKABAH

Inbound/Local Retail Travel Agencies (Destination Booking Offices)

Travel & Hospitality/Travel Agencies, Tour Operators & OTAs/Traditional/Retail Travel Agencies

Keywords

• Tourist information services
• Activity booking platform
• Hop-on hop-off tours
• Guided city tours
• Sightseeing attractions

Headquarters

HQ city

Sevilla

HQ country

Spain

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Activity and Tour Bookings: City Expert acts as an intermediary platform, earning commissions from activity providers. They offer guided tours, excursions, entrance tickets to monuments and attractions, restaurants, sports activities, shows, spa treatments, transfer services, and private excursions sourced from both their own products and third-party providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

City Expert operates an online booking platform combined with a physical network of visitor centres, tourist information points, and hotel concierge desks across 13 Spanish destinations. The company offers tourists access to hop-on hop-off bus tours, guided excursions, attraction tickets, boat trips, private guided tours, and cultural experiences such as flamenco shows, sourced both directly from City Expert and from third-party activity providers. Revenue is generated primarily through commissions on bookings and mark-ups on bundled experience packages.

Product overview

City Expert is a tourist information and activities booking platform operating across 13 Spanish cities and islands (Seville, Madrid, Barcelona, Las Palmas de Gran Canaria, Malaga, Cadiz, Cordoba, Tenerife, Toledo, Santander, Palma de Mallorca, Huelva-Punta Umbria, Nerja) through a network of 48 offices. The platform offers a unified booking service combining its own curated products with third-party provider activities, encompassing hop-on hop-off bus tours, private guided tours, boat trips, attraction tickets, and cultural experiences. The core offering consists of hop-on hop-off bus tour products across multiple cities (Palma de Mallorca, Cordoba, Las Palmas de Gran Canaria, Cadiz, Santander), supplemented by tiered 'Experience' packages (Ultimate, Supreme, Essential, Premium, Experience) that bundle bus tours with boat trips, guided walking tours, and attraction admissions (Cathedral, Bellver Castle, museums). Additional products include private guided tours (Madrid, Cordoba's Mezquita, Alcázar, Medina Azahara), boat experiences (boat tours, Vela Latina, boat parties in Gran Canaria), attraction tickets (Palma Aquarium, Mallorca Cathedral, Mundo del Plátano), cultural tours (Flamenco, Carnival Walking Tour, Medieval Cadiz), and a physical concierge service at 4 and 5-star hotels.

Differentiator

Problem solved

Functional benefit

Products and services

• Hop-On Hop-Off Palma de Mallorca Open-top double-decker bus tour of Palma de Mallorca with audio guide in 8 languages, valid for 24 or 48 hours, covering 18 stops across the city. Available to individual tourists visiting Mallorca.
• Hop-On Hop-Off Cordoba Open-top bus tour of Cordoba with two routes (Córdoba Íntima and Córdoba Panorámica), 27 stops, and audio commentary in 10 languages including a kids audio guide option. Sold to individual tourists visiting Cordoba.
• Hop-On Hop-Off Las Palmas de Gran Canaria Open-top bus tour of Las Palmas de Gran Canaria covering 11 stops with audio commentary in 8 languages, valid for 24 hours. Targeted at international tourists in Gran Canaria.
• Hop-On Hop-Off Cadiz Open-top double-decker bus tour of Cadiz covering 15 stops with audio commentary in 16 languages, valid for 2 days. For tourists visiting Cadiz.
• Tour Privado Mezquita, Alcázar y Judería de Córdoba (Entradas Incluidas) Private guided tour of Cordoba combining the Mezquita-Cathedral, Alcázar of the Christian Monarchs, and Jewish Quarter, with all entries included. For individual or small-group tourists.
• Tour Privado a Medina Azahara Private guided tour of Medina Azahara, the legendary palatine city commissioned by Caliph Abd al-Rahman III, declared a UNESCO World Heritage Site. For tourists visiting Cordoba.
• Tour Privado por los Exteriores de Madrid Private walking tour of Madrid's most emblematic exterior landmarks (Puerta del Sol, Plaza Mayor, Royal Palace, Almudena Cathedral) with an official expert guide, available in Spanish and English.
• Boat Trip Princesa Ico - Full Pack Boat trip along the southwest coast of Gran Canaria with skippered boat, life jackets, banana boat ride, and meals including paella and drinks. For tourists in Gran Canaria.
• Boat Party - Princesa Ico 4-hour boat party from Puerto Rico pier with DJ music, live entertainment, paella lunch, open bar, jetski rides, and round-trip hotel transfer. For tourists in Gran Canaria.
• Boat Tour Las Palmas de Gran Canaria 75-minute scenic boat tour of Las Palmas de Gran Canaria's coastline departing from Wilson Quay, with audio guide in English, Spanish, and German, and welcome drink included.
• Palma Cathedral (La Seu) Skip-the-Line Admission Skip-the-line admission to Palma Cathedral, Mallorca's most important religious building featuring the world's largest Gothic rose window, with access to Museu d'Art Sacre. For tourists visiting Palma.
• Palma Aquarium Mallorca Admission to Palma Aquarium featuring 55 aquariums with over 8,000 animals and 700 species from the Mediterranean, Pacific, Atlantic, and Indian Oceans, including the Big Blue shark tank.
• Flamenco Puro Arte Jerez Daily 60-minute flamenco show by a 5-artist troupe led by Raúl Ortega (National Dance Award), with optional transfer to Jerez and Andalusian gastronomy. For tourists in the Jerez/Cadiz area.
• Cádiz Carnival Walking Tour Guided walking tour through Cadiz featuring historical routes with over 20 carnival songs and wine/tapa tasting at a traditional Cádiz bar. For tourists visiting Cadiz during carnival season.
• Palma Ultimate Experience Package Bundled Palma de Mallorca package combining 48-hour hop-on hop-off bus, boat tour, and entry to top attractions including Cathedral (La Seu), Bellver Castle, Museu es Baluard, Museu Marítim, CaixaForum, Castillo San Carlos, Arab Baths, and Palau March.
• Cordoba Premium Experience Package Bundled Cordoba package with 48-hour hop-on hop-off bus (2 routes, 20 stops), guided Mezquita tour, walking tour of Jewish Quarter, visits to San Basilio and Palacio de Viana patios, and Arab Baths experience at Hammam Al Andalus.
• Hotel Concierge Service Personalized concierge service for guests at 4 and 5-star hotels affiliated with major hotel groups (Meliá, Barceló, Silken) across destination cities, enabling hotel guests to book activities, tours, and attractions.
• Visitor Information Centres and Booking Agencies Network Physical network of 48 offices across 13 Spanish destinations including visitor centres, tourist kiosks, and mobile stands providing in-person booking assistance, destination information, and tourist support.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Meliá Hotels InternationalcoreChannel Partner/ Reseller/ DistributorCity Expert provides personalized concierge service to guests at Meliá 4 and 5-star hotels, enabling hotel guests to book activities, tours, and attractions through City Expert's services.
• Barceló Hotel GroupcoreChannel Partner/ Reseller/ DistributorCity Expert provides personalized concierge service to guests at Barceló 4 and 5-star hotels, enabling hotel guests to book activities, tours, and attractions through City Expert's services.
• Silken HotelscoreChannel Partner/ Reseller/ DistributorCity Expert provides personalized concierge service to guests at Silken 4 and 5-star hotels, enabling hotel guests to book activities, tours, and attractions through City Expert's services.
• City SightseeingcoreStrategic or Co-development PartnerCity Sightseeing is a key tour operator partner providing hop-on hop-off bus services across multiple destinations (Cadiz, Cordoba, Las Palmas, Palma de Mallorca). City Expert resells these packages combined with other attractions.
• Palma AquariumminorChannel Partner/ Reseller/ DistributorPalma Aquarium supplies attraction tickets sold through City Expert's platform.
• Hacienda la RekompensaminorChannel Partner/ Reseller/ DistributorHacienda la Rekompensa operates the Banana Museum (Mundo del Plátano) supplying tours and tastings sold through City Expert.
• Puro ArteminorChannel Partner/ Reseller/ DistributorPuro Arte operates the Tablao Flamenco Puro Arte Jerez venue supplying flamenco show tickets sold through City Expert.
• 1d3milhistoriasminorChannel Partner/ Reseller/ Distributor1d3milhistorias is a historical tour operator providing guided tours of Phoenician Cadiz and the Gadir archaeological site.
• City Sightseeing CadizminorChannel Partner/ Reseller/ DistributorCity Sightseeing Cadiz operates hop-on hop-off bus tours resold through City Expert.
• Hammam Al AndalusminorChannel Partner/ Reseller/ DistributorHammam Al Andalus Arab Baths in Cordoba supplies spa/thermal experiences sold through City Expert's premium packages.
• Andalusia Tour TravelminorChannel Partner/ Reseller/ DistributorTour operator providing guided tours in Cadiz supplied through City Expert.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• TourRadar: TourRadar is a multi-day and guided-tour marketplace offering curated travel experiences including Spanish itineraries — adjacent competitor to City Expert's multi-day packaged tour business.

Direct peers

• GetYourGuide: GetYourGuide is one of the largest global OTAs for tours, activities, and attractions, covering Spanish cities including Barcelona, Madrid, Seville, and Mallorca. It competes directly for online bookings of the same experiences City Expert distributes.
• Viator (TripAdvisor): Viator is a global tours-and-activities marketplace that lists tours, attraction tickets, and experiences across Spain — the same product categories City Expert sells through its platform and offices.
• City Sightseeing Worldwide: City Sightseeing is City Expert's hop-on hop-off bus supplier and partner across multiple Spanish cities; it is also a direct competitor providing the same hop-on-hop-off products globally.
• Civitatis: Civitatis is a Spain-founded global online tour and activity booking platform offering guided tours, excursions, and attraction tickets in dozens of countries — directly comparable to City Expert's core booking business and overlapping heavily in Spanish destinations.
• Musement: Musement (acquired by TUI) is a tours-and-activities marketplace active across Spain and Southern Europe offering tours, attractions, and local experiences — competing with City Expert in the same Spanish destinations.
• Tiqets: Tiqets is a digital ticketing platform specializing in museums, attractions, and sightseeing — directly overlapping City Expert's attraction ticket and hop-on-hop-off bundle offering in cities such as Palma, Cadiz, and Cordoba.
• Headout: Headout is a tours-and-attractions marketplace with strong European city coverage; it competes with City Expert for premium attraction ticket and experience bookings in Spain and other major destinations.

Broad incumbents

• Klook: Klook is a large Asia-headquartered travel activities platform with growing Spain presence; it competes broadly with City Expert for in-destination activity bookings across sightseeing, attractions, and packaged experiences.

Others

• Iberia (Iberostar) Concierge Services: Iberostar and other large Spanish hotel groups maintain proprietary concierge and in-destination excursion services; a relevant adjacent player in the same physical-tourist-services ecosystem in Spain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/CityExpert_
• YouTubeyoutube.com/channel/UCSr8c585tIXeuu45FIzZA1Q
• Facebookfacebook.com/CityExpertTravel
• LinkedInlinkedin.com/company/cityexpert-travel
• Instagraminstagram.com/city_expert

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 City Expert