THR Innovative Tourism Advisors

What THR Innovative Tourism Advisors does

THR Innovative Tourism Advisors (also trading as THR – Strategic Tourism Advisors) is a privately held strategic advisory firm headquartered in Barcelona, Spain, that has served the global tourism industry since 1985. The firm helps public- and private-sector clients address challenges in tourism investment, management, development, and marketing, organized around three integrated service lines: Destination Management, Tourism Marketing, and Tourism Investment. Its core technology is a proprietary advisory methodology developed over 35+ years of practice rather than a software platform.

The firm's client base is composed primarily of national and regional tourism authorities (including engagements for Cyprus, Kenya, Croatia, Spain, Colombia, Issyk-Kul Oblast in Kyrgyzstan, and the Imereti region in Georgia) alongside private hospitality and tourism investors (e.g., Mayakoba Hotel Complex in Mexico). Across its history, THR has delivered more than 1,100 projects in over 70 countries, with engagements spanning destination strategy and masterplans, sustainable tourism planning, marketing and branding strategy, and tourism investment and financial analysis.

THR operates a project-based, quote-based professional services model with no publicly disclosed pricing or rate card. Its go-to-market is enterprise field sales, driven by direct engagement with government tourism bodies and large tourism/hospitality enterprises through industry reputation, professional networks, and targeted business development. The firm supplements this with a thought-leadership content program — a Latest Thinking blog, YouTube, LinkedIn, Twitter, Facebook, email newsletter, and a Featured Projects case-study library — and maintains a careers page indicating ongoing talent acquisition. THR is privately held with no disclosed funding, parent company, acquisitions, or leadership transitions in the available data.

Name

THR Innovative Tourism Advisors

Legal name

THR - Strategic Tourism Advisors

Website

https://thr.es

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

THR Innovative Tourism Advisors is a Barcelona-based strategic advisory firm, founded in 1985, that helps public-sector tourism bodies and private hospitality investors address destination management, tourism marketing, and tourism investment challenges across 70+ countries.

Ownership category

akta.pro rank

Product category

Tourism Management Consulting

NAICS

Marketing Consulting Services (541613), Environmental Consulting Services (54162)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industry

Community-Based & Indigenous Tourism Enablement (Local Ownership, Benefit-Sharing) (THAAANAI)

Keywords

• Tourism strategy consulting
• Destination management advisory
• Tourism marketing strategy
• Tourism investment advisory
• Hospitality consulting services

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Advisory and Consulting Services: Professional consulting services for tourism destinations and businesses including destination management, tourism marketing strategy, and tourism investment advisory. Revenue is generated through project-based consulting engagements with both public sector (governments, national tourism organizations) and private sector (tourism operators, investors, hospitality businesses) clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

THR Innovative Tourism Advisors is a strategic advisory firm providing consulting services across three core practice areas: Destination Management, Tourism Marketing, and Tourism Investment. The firm helps public-sector tourism organizations (national and regional tourism boards) and private-sector tourism/hospitality businesses address challenges related to tourism investment, management, development, and marketing. Services are delivered as project-based consulting engagements for both government tourism bodies and tourism/hospitality enterprises across more than 70 countries.

Product overview

THR Innovative Tourism Advisors operates as a strategic tourism advisory firm offering three integrated core service lines: Destination Management, Tourism Marketing, and Tourism Investment. The company, established in 1985, provides data-driven creative solutions to complex business challenges in the tourism and hospitality sector. Their service portfolio spans destination strategy development, marketing optimization, and investment advisory for both public and private organizations across 70+ countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Destination Management
• Tourism Marketing
• Tourism Investment

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• STR (CoStar Group): Global hotel benchmarking, market intelligence, and consulting firm — comparable to THR's data-driven hospitality advisory on the investment and destination-performance side.
• Tourism Economics (Oxford Economics): Specialist tourism forecasting, economic impact, and policy advisory firm — directly comparable to THR's destination strategy and sustainable tourism masterplan work with governments.
• HVS Global Hospitality Services: Hospitality and tourism consulting firm providing hotel valuation, feasibility, and asset advisory — overlaps directly with THR's Tourism Investment service line (e.g., Mayakoba hotel complex financial analysis).
• TOPOSOPHY: Boutique destination strategy, branding, and tourism-marketing consultancy — a directly comparable niche peer serving DMOs and tourism authorities with strategy and brand advisory.
• IPK International: Travel and tourism research consultancy providing market intelligence and consumer insights — comparable to THR's data-driven strategic advisory approach with destinations and operators.
• Skift Research: Travel industry research, media, and advisory platform covering tourism strategy, brand, and technology trends — comparable to THR's destination-marketing and tourism-strategy advisory practice.
• Phocuswright: Travel industry research and consulting firm producing benchmarking, market intelligence, and strategic advisory for travel suppliers, destinations, and investors — directly comparable as a specialist advisor serving the same tourism buyer personas as THR.
• Horwath HTL: Global hotel, tourism, and leisure consulting network providing feasibility, branding, and asset advisory — directly comparable to THR across destination strategy and tourism investment mandates.

Broad incumbents

• McKinsey Travel, Logistics & Infrastructure Practice: Global strategy consulting practice covering tourism, transport, and destinations — competes with THR on national-level tourism and hospitality strategy engagements, especially with governments.
• Deloitte Travel & Hospitality: Large global consulting practice serving airlines, hotels, and tourism boards with strategy, digital, and operational advisory — competes with THR on larger transformation mandates while offering broader capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thr-innovative-tourism-advisors

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 THR Innovative Tourism Advisors