INSTITUTO PARA LA CALIDAD TURÍSTICA ESPAÑOLA Y LA SOSTENIBILIDAD (ICTES)

What INSTITUTO PARA LA CALIDAD TURÍSTICA ESPAÑOLA Y LA SOSTENIBILIDAD (ICTES) does

INSTITUTO PARA LA CALIDAD TURÍSTICA ESPAÑOLA Y LA SOSTENIBILIDAD (ICTES) is a private, independent, non-profit certification body founded in April 2000 and headquartered in Madrid (C/ Raimundo Fernández Villaverde 57). It develops, promotes, and administers three flagship certification marks for the Spanish tourism sector: the Q de Calidad Turística (quality, based on UNE-ISO 13009 and related standards), the S de Sostenibilidad Turística (sustainability based on UNE 0083 and aligned with UN SDGs), and Safe Tourism Certified (UNE 0066, basis for ISO/PAS 5643). It also operates training programs (auditor certification courses delivered with Universidad Complutense de Madrid) and convening events such as the Noche Q gala at FITUR and the biennial International Congress on Quality and Sustainable Tourism (VIII edition in Córdoba, 2026).

ICTE's core technology is standards authorship and third-party audit orchestration rather than a software platform: it drafts and stewards UNE specifications through UNE's GC-UNE 334 sustainable tourism group, shepherds Spanish-led standards through ISO TC/228 (which spans ~100 countries), and licenses the resulting marks to certified organizations. Audits are conducted by independent bodies, primarily AENOR. ICTES operates with roughly 32 employees and a distributed channel network; pricing is not publicly disclosed.

The entity generates revenue through certification fees (per-audit professional services for Q and S marks), membership dues from tourism associations, federations, and confederations, and training programs. Go-to-market is sales-led through direct enterprise engagement and partnership/ reseller channels, with regional governments (Junta de Andalucía, Turisme Comunitat Valenciana, Región de Murcia, Xunta de Galicia, Principado de Asturias) acting as promotional and technical-support channels for tourism businesses within their territories. Customer base spans beaches and nautical ports (476 Q/S beach flags in 2025), hotels and accommodation, municipalities and public administrations (549 Spanish municipalities certified), museums and cultural institutions (e.g., Museo Guggenheim Bilbao), shopping centers (Centro Comercial L'Aljub), nightlife venues (Garaje Beat Club), and specialized tourism including Camino de Santiago pilgrimage networks.

Name

INSTITUTO PARA LA CALIDAD TURÍSTICA ESPAÑOLA Y LA SOSTENIBILIDAD (ICTES)

Legal name

INSTITUTO PARA LA CALIDAD TURÍSTICA ESPAÑOLA

Website

https://calidadturisticahoy.es

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

ICTES is a Spanish non-profit certification body that develops and administers the Q (quality), S (sustainability), and Safe Tourism Certified marks, licensing them to tourism enterprises, municipalities, beaches, museums, and regional governments across Spain.

Ownership category

akta.pro rank

Product category

Tourism Quality and Sustainability Certification

NAICS

Regulation, Licensing, and Inspection of Miscellaneous Commercial Sectors (92615)

SIC

Services-Testing Laboratories (8734)

akta.pro primary industry

Standards, Metrology & Accreditation Bodies (BPAIAOAC)

akta.pro secondary industry

International Standards, Norms & Technical Regulatory Bodies (BPADAAAJ)

Keywords

• Tourism quality certification
• Sustainability certification marks
• Tourism standards development
• ISO tourism certification
• UNE quality auditing

Headquarters

HQ city

Madrid

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, Others

Revenue model

1. Certification Fees: ICTE charges fees for certification audits and ongoing maintenance of Q and S marks for tourism establishments, destinations, and services that pass independent third-party audits against UNE and ISO standards.
2. Membership Fees: Tourism associations, federations, and confederations participate in ICTE's governance structure through membership, representing all tourism subsectors in Spain.
3. Training and Courses: Revenue from specialized training programs including auditor certification courses conducted with Universidad Complutense de Madrid and other educational partners.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

ICTES is a non-profit certification body that develops and manages the Q de Calidad Turística (quality) and S de Sostenibilidad Turística (sustainability) marks, plus the Safe Tourism Certified mark, for Spanish tourism establishments, destinations, and services. Certifications are granted through independent third-party audits against UNE and ISO standards, complemented by auditor training programs with Universidad Complutense de Madrid and industry events such as the Noche Q gala and International Congress on Tourism Quality and Sustainability.

Product overview

INSTITUTO PARA LA CALIDAD TURÍSTICA ESPAÑOLA Y LA SOSTENIBILIDAD (ICTES) operates as a certification body managing three core certification marks: the Q de Calidad Turística (Quality Tourism Mark), the S de Sostenibilidad Turística (Sustainable Tourism Mark), and the Safe Tourism Certified mark. These are supported by training courses conducted in partnership with the Universidad Complutense de Madrid, and annual events including the Noche Q Gala and the International Congress on Tourism Quality and Sustainability. The institute develops and promotes tourism quality and sustainability standards based on UNE and ISO international norms.

Differentiator

Problem solved

Functional benefit

Brands

• Q de Calidad Turística: The Q (Quality) mark is the primary tourism quality certification brand granted by ICTES for certified organizations meeting quality standards.
• S de Sostenibilidad Turística
• Safe Tourism Certified

Products and services

• Marca Q de Calidad Turística The Q Quality Tourism Mark is the flagship certification brand awarded by ICTES to tourism organizations (public and private) that demonstrate compliance with quality requirements related to management, service, and infrastructure. Certifications are based on UNE and ISO international standards including UNE-ISO 13009 for beaches and ISO 9001 for general quality management.
• Marca S de Sostenibilidad Turística The S Sustainable Tourism Mark certifies that tourism organizations implement the Sustainable Development Goals (SDGs) of the UN 2030 Agenda, covering environmental, social, and economic sustainability. Based on UNE 0083 specification, it is the only Spanish sustainability tourism mark that certifies a public standard and is being pursued for ISO global reach.
• Safe Tourism Certified A safety and hygiene certification mark created by ICTES during the COVID-19 pandemic to guarantee compliance with prevention protocols for contagion reduction. Based on UNE 0066 technical specifications and ISO-PAS 5643 international standard, it enabled tourism organizations worldwide to resume operations safely.
• ICTE Formación - Auditor Training Courses Training programs for tourism professionals including specialized courses for obtaining, maintaining, and auditing Q standards. Includes the 'Curso de Modelos y Técnicas de Auditoría y Certificación en el sector turístico' conducted with Universidad Complutense de Madrid, with discounts for ICTE members and certified organizations.

Quantifiable outcome

• 620 certifications issued in Andalusia alone as of 2025
• +4 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Junta de Andalucía (Consejería de Turismo y Andalucía Exterior)coreStrategic or Co-development Partner · 17 July 2025Andalusia renewed its project with ICTE to promote Q and S certification marks in the regional tourism sector. The agreement provides 620 certifications and includes support for over 100 public and private entities to obtain certifications through documentation, training, and personalized technical assistance.
• Región de Murcia (Consejería de Turismo, Cultura, Juventud y Deportes)coreStrategic or Co-development Partner · 22 January 2025Partnership to implement Q and S certification systems in the Murcia region, strengthening tourism sector competitiveness. Murcia has 75% of coastal municipalities certified with Q and S marks.
• UNE (Asociación Española de Normalización)coreTechnology or Integration · 22 January 2025Collaborative partnership for developing Spanish tourism standards (UNE specifications) that are then promoted to ISO for international adoption. ICTE holds secretariat of GC-UNE 334 on Sustainable Tourism.
• Turisme Comunitat ValencianacoreStrategic or Co-development Partner · 24 April 2023Convention to promote Q and S certifications among tourism enterprises and resources in the Valencia region. Currently third in Spain for Q certifications and second for S. Collaboration includes certification support and promotion activities.
• Gobierno del Principado de AsturiasminorStrategic or Co-development Partner · 29 April 2022Pilot program for implementation of S sustainability seal in Asturian hotels, signed between Vice Ministry of Tourism and ICTE.
• Secretaría de Estado de TurismocoreStrategic or Co-development Partner · 18 May 2021Government body that commissioned ICTE to develop national COVID-19 prevention protocols during pandemic. Ongoing partnership for standard development and tourism policy support.
• Xunta de Galicia (Agencia de Turismo de Galicia)coreStrategic or Co-development Partner · 4 November 2020Partnership to certify Camino de Santiago as first safe land corridor in the world. Includes risk analysis, prevention specifications, staff training, and contingency planning for pilgrim hostels.
• AENORcoreTechnology or Integration · 30 April 2019AENOR conducts third-party certification audits for Q and S marks, verifying compliance with UNE and ISO standards. Key implementation partner for certification process.
• Universidad Complutense de Madrid (UCM)minorStrategic or Co-development PartnerJoint delivery of 'Models and Techniques for Auditing and Certification in Tourism Sector' course through UCM virtual campus. Academic partnership for professional development in tourism quality management.
• FEMP (Federación Española de Municipios y Provincias)coreStrategic or Co-development PartnerFEMP participates in ICTE governance alongside tourism associations, government ministries, and autonomous communities. Represents municipal interests in quality and sustainability standards.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Green Key International: International eco-label for tourism accommodation and establishments, operating in 65+ countries. Directly comparable to ICTES's Q quality mark as a third-party-certified tourism sustainability/quality credential, but with broader geographic reach.
• EarthCheck: Science-based certification and benchmarking program for sustainable tourism, used by destinations, hotels, and tour operators globally. Closely comparable to ICTES's S sustainability mark as a tourism-specific sustainability certification aligned with GSTC criteria.
• Travelife: Sustainability certification system for hotels, tour operators, and destinations, widely used in Europe. Comparable to ICTES S mark as a third-party-audited tourism sustainability certification aligned with international standards.
• Global Sustainable Tourism Council (GSTC): Sets global baseline standards for sustainable tourism and accredits other certification bodies (including EarthCheck, Travelife, Green Key). Comparable as the international standards-setting authority whose criteria ICTES's S mark and UNE 0083 must align with.
• Biosphere Tourism: Spanish-headquartered sustainable tourism certification that emerged after ICTES's S mark and targets overlapping Spanish hotel and destination customers. Most direct Spanish competitor on sustainability certification.

Broad incumbents

• TÜV Rheinland: Global testing and certification body offering ISO and sustainability audits across sectors, including tourism-adjacent quality and environmental certifications. Comparable as a broad incumbent certification peer with international reach.
• SGS: World's largest testing, inspection, and certification company with broad ISO/sustainability audit capabilities. Comparable as a global incumbent that could enter tourism-specific certification markets.
• Bureau Veritas: Global testing, inspection, and certification giant operating across industries. Comparable as a broad incumbent in third-party certification and code-compliance audits, including tourism-adjacent hospitality and food safety certifications.
• AENOR: Spain's leading certification body, conducts third-party audits on behalf of ICTES for Q/S marks and offers its own broad portfolio of ISO certifications across industries. Comparable as a peer certification body and a key implementation partner for ICTES audits.
• UNE (Asociación Española de Normalización): Spain's national standards body that co-develops UNE specifications with ICTES (e.g., UNE 0083) and represents Spain at ISO. Comparable as a standards-setting peer and core strategic partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/QCalidad
• YouTubeyoutube.com/user/comunicacionicte
• Facebookfacebook.com/QCalidadTuristica
• LinkedInlinkedin.com/company/instituto-para-la-calidad-turstica-espaola-icte-
• Instagraminstagram.com/calidadturistica/?hl=es

Compliance8 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 INSTITUTO PARA LA CALIDAD TURÍSTICA ESPAÑOLA Y LA SOSTENIBILIDAD (ICTES)