growtur

What growtur does

Growtur SLU is a Barcelona-based AI consultancy exclusively focused on the tourism sector, serving destinations, government tourism offices, sector associations, hotel and travel groups, and tourism universities primarily across Spanish-speaking markets. The company's core product set comprises three pillars: strategic AI consulting (digital maturity assessment, AI roadmaps, data governance, implementation support), professional training programs (workshops, masterclasses, the 42-hour ITH Academy AI Expert certification at 315 EUR, and the FEEC camping sector course), and custom AI agent deployments for traveler assistance, internal productivity, and data stack integration across WhatsApp and web. Its proprietary differentiator is the GEO (Generative Engine Optimization) methodology and the Growtur GEO Scan tool, which audit and optimize how tourism brands are cited by AI search engines including ChatGPT, Perplexity, Gemini, and Copilot.

The technology stack combines third-party generative AI APIs to deliver text, image, and video content generation, multilingual NLP across Spanish, English, Portuguese, and Chinese, autonomous agents with reservation and upselling workflows, and structured-data knowledge retrieval aligned with llms.txt, Schema.org, and Wikidata signals. Growtur monetizes through professional services engagements, fixed-price training courses (some eligible for up to 100% FUNDAE subsidy), low-friction GEO diagnostic audits at 150 EUR, and recurring AI agent subscriptions.

Go-to-market is sales-led and relationship-driven: the founder-led team secures flagship contracts through institutions such as Turespaña, regional boards (Murcia, Canarias, Girona Costa Brava, Lloret Turisme, Agencia Catalana de Turisme), sector associations (ITH, FEEC, HoyTú, Enoturismo Chile, CANATUR Costa Rica), and academic partners (CETT-UB, Vatel Madrid), while distributing standardized courses through the ITH Academy channel and converting prospects at events such as FITUR, Hostelco, and TIS. The company is founder-owned with no disclosed external funding.

Name

growtur

Legal name

GROWTUR SLU

Website

https://growtur.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Growtur is a Barcelona-based AI consultancy that provides consulting, training, and custom AI agents exclusively to tourism institutions, destinations, associations, and businesses, with current operations across Spain, Andorra, Costa Rica, and Chile.

Ownership category

akta.pro rank

Product category

Tourism AI Consulting and Training Services

NAICS

Marketing Consulting Services (541613), Advertising Agencies (54181), Custom Computer Programming Services (541511), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310), Services-Computer Programming Services (7371)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

akta.pro secondary industries

AI Search & Generative Engine Optimization (GEO) Services (BPAFAJAO), Travel Search, Shopping & Conversion Analytics (THALAIAF), AI/ML Engineering & Model Development Services (BPAEAHAF), Industry/Domain Analytics Solutions & Accelerators (BPAEAHAK), Market Sizing, Competitive Benchmarking & Performance Analytics (THALAIAE)

Keywords

• AI tourism consulting
• Generative engine optimization
• AI training certification
• Multilingual AI agents
• Hospitality AI solutions

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Strategic AI consulting for tourism destinations, institutions and companies including digital maturity assessment, AI strategy and roadmap, implementation and support services.
2. Training Programs: Educational programs including workshops, masterclasses, training for tourism offices, and customized in-company training. Programs range from 42-hour certifications to specialized workshops. Revenue from course fees, some courses eligible for FUNDAE subsidies.
3. GEO/SEO IA Audits: Diagnostic audits for destinations and companies to assess AI search visibility. Initial diagnostic audit priced at 150 EUR, with strategic consulting and implementation services.
4. AI Agent Deployment: Design and deployment of custom intelligent agents for tourism operators including traveler assistants, internal productivity agents, and multilingual customer service systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Growtur is a Barcelona-based AI consultancy that exclusively serves the tourism sector with three integrated lines: strategic AI consulting (digital maturity diagnosis, AI strategy and roadmap, data governance, implementation support for destinations, institutions, and tourism companies), professional AI training (workshops, masterclasses, in-company programs, and 42-hour ITH Academy certifications), and custom AI agent deployment (multilingual traveler assistants and internal productivity agents on WhatsApp and web). The firm also runs proprietary Generative Engine Optimization (GEO) diagnostics via the Growtur GEO Scan tool to help tourism brands become cited by AI search engines such as ChatGPT, Perplexity, Gemini, and Copilot.

Product overview

Growtur offers a three-pronged service portfolio for AI adoption in tourism: Consultoría (strategic AI consulting), Formación (professional training and certification programs), and Agentes IA (custom AI agents for automation and traveler engagement). The offering is structured as a platform-plus-services model where consulting and training support the deployment of AI agents. Key service modules include SEO IA & GEO (Generative Engine Optimization) for both destinations and tourism businesses, which uses proprietary analysis tools to optimize visibility in AI search engines like ChatGPT, Perplexity, Gemini, and Copilot. Training programs include ITH Academy AI Expert certification (42h, FUNDAE-bonifiable) and sector-specific courses for campings. The company also provides specialized ChatGPT services for businesses and institutions, and multilingual AI agents for WhatsApp and web with capabilities spanning reservations, customer service, and marketing automation.

Differentiator

Problem solved

Functional benefit

Products and services

• Consultor\u00eda en IA para Turismo (AI Consulting for Tourism) Strategic AI consulting services for tourism destinations, institutions, and businesses. Includes digital maturity diagnosis, AI strategy and roadmap development, data governance frameworks, and real-world use case implementation.
• Formaci\u00f3n en Inteligencia Artificial (AI Training) Practical AI training programs for technical teams, tourism offices, and executives. Includes workshops, masterclasses, custom in-company training, and certification programs adapted specifically for the tourism sector.
• Agentes IA para Destinos y Empresas (AI Agents for Destinations and Businesses) Custom AI agents that automate processes, provide 24/7 multilingual traveler assistance, and connect destination data for faster, better decision-making. Includes traveler assistants, internal productivity agents, and data stack integration for destinations and tourism enterprises.
• SEO IA & GEO para Destinos (SEO AI & GEO for Destinations) Diagnostic service analyzing how tourism destinations appear in AI search engines (ChatGPT, Perplexity, Gemini, Copilot). Includes live AI citation analysis, technical GEO signals audit, brand narrative assessment, multi-market visibility, and a 0-90 day activation plan. Priced at 150 EUR for the initial diagnostic audit.
• SEO IA & GEO para Empresas Tur\u00edsticas (SEO AI & GEO for Tourism Companies) Diagnostic service for hotels, apartments, restaurants, and travel agencies to improve visibility in AI search engines. Includes AI citation analysis against competitors and OTAs, technical audit, direct booking focus, and a 90-day action plan. Priced at 150 EUR for the initial diagnostic audit.
• ITH Academy AI Expert Course Professional certification in Artificial Intelligence for tourism sector businesses. 100% online, 42 hours of training, 6 modules over 8 weeks. Priced at 315 EUR, up to 100% bonifiable through FUNDAE (Spanish professional training fund). Delivered in partnership with ITH Academy.
• AI Course for Campings (FEEC) Online AI training course specifically designed for camping sector managers. 100% online with permanently open enrollment. Covers operational automation, guest experience improvement, dynamic pricing, digital marketing optimization, and data-driven strategic decisions. Joint certification from Growtur and FEEC (Federación de Campings de la Comunidad Valenciana).
• ChatGPT para Empresas e Instituciones (ChatGPT for Companies and Institutions) Specialized AI service leveraging ChatGPT capabilities for business and institutional tourism clients, focusing on direct channel optimization and AI-powered customer engagement for tourism operators.

Quantifiable outcome

• Up to 100% FUNDAE subsidy available for training courses
• +1 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature3 records

Partnerships

15 partnerships are on record, tiered core, flagship and minor.

• Enoturismo ChilecoreStrategic or Co-development Partner · 26 June 2026Strategic alliance to bring AI and GEO (Generative Engine Optimization) to Chilean wine tourism. Kicks off July 8 with a free 2-hour online workshop for member wineries. Includes GEO audits, multilingual AI agents, and strategic accompaniment for the association.
• Instituto Tecnológico Hotelero (ITH)coreStrategic or Co-development Partner · 11 June 2026Tourism Innovation Murcia program partnership - ITH and HoyTú partner with Growtur as training partner for AI workshops and programs targeting hospitality businesses in Murcia region.
• HoyTú (Federación Regional de Empresarios de Hostelería y Turismo de Murcia)coreStrategic or Co-development Partner · 11 June 2026Tourism Innovation Murcia program - HoyTú organizes AI training sessions for member businesses with Growtur as content provider and ITH as technical partner.
• TurespañaflagshipStrategic or Co-development Partner · 28 March 2024Unprecedented training program on AI directed at the Spanish Tourism Offices network. Landmark initiative establishing Spain's leadership in tourism AI adoption.
• Red de Oficinas de Turismo de la Región de MurciacoreStrategic or Co-development PartnerCompleted training program series on AI for tourism offices covering GEO visibility, intelligent agents, automation, destination intelligence, online reputation, and multimedia content generation.
• Lloret TurismecoreStrategic or Co-development PartnerPlan 2026 IA para Empresas - comprehensive AI transformation program for tourism businesses in Lloret de Mar. Multi-session practical training and implementation program.
• Patronat de Turisme Girona Costa BravacoreStrategic or Co-development PartnerTraining sessions on AI for multilingual content generation - text, video, and chatbot creation. Focus on GEO optimization and international communication.
• Federación de Campings de la Comunidad Valenciana (FEEC)coreStrategic or Co-development PartnerJoint AI course for camping sector - 100% online, permanently open enrollment. Covers automation, guest experience, reservation optimization, and AI-driven marketing.
• CETT-UBcoreStrategic or Co-development PartnerStrategic collaboration for AI education in tourism. Executive program development and mentorship of student projects. Includes innovation in academic and management processes.
• Agencia Catalana de TurismecoreStrategic or Co-development PartnerAI implementation for new Tourism Marketing Plan. Optimization of internal processes and strengthening of Catalonia's digital tourism ecosystem.
• Vatel MadridminorStrategic or Co-development PartnerAI implementation for educational management optimization. Initial workshop connecting Madrid and Malaga campuses.
• CANATUR Costa RicaminorStrategic or Co-development PartnerIntroductory AI course for Costa Rican tourism sector. Part of Growtur's Latin American expansion strategy.
• Café GrupminorImplementation/ SI/ Consulting PartnerStrategic collaboration to implement AI in hotel operations. Started at Hotel Royal Passeig de Gràcia Barcelona.
• ITH AcademycoreChannel Partner/ Reseller/ DistributorDistribution partnership for AI certification courses. Growtur content delivered through ITH Academy platform with FUNDAE subsidy eligibility.
• Visit AndorraminorStrategic or Co-development PartnerPresentation at 'Un món millor' conferences on AI and sustainable tourism. Exploring future collaboration for AI-driven destination innovation.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Paraty Tech: Spanish hotel technology company offering direct booking, channel manager, and AI-powered booking engine solutions. A regional competitor targeting the same Spanish hotel and DMO customer base that Growtur serves.

Broad incumbents

• TravelgateX: Barcelona-based travel technology marketplace and connectivity provider serving OTAs, tour operators, and hotels. Comparable to Growtur through Barcelona tourism-tech ecosystem adjacency and destination data integrations.
• Semrush: Established SEO/SEM platform increasingly adding AI search visibility and GEO features. Comparable to Growtur's GEO audit and SEO IA offering as a broader incumbent that could absorb tourism-specialist GEO work.

Direct peers

• Mirai: Spanish-headquartered hotel technology company specializing in direct booking optimization, AI-driven personalization, and metasearch. Highly comparable to Growtur's hotel-side direct booking and AI agent offerings and operates in the same Iberian tourism market.
• The Hotels Network: Provides AI-powered personalization, conversion, and direct booking tools for hotels globally. Comparable to Growtur's traveler-assistant AI agents and direct-booking narrative for tourism businesses.
• Hotelchamp: AI-driven conversion and direct booking platform for hotels, using personalization and messaging to increase direct revenue. Comparable to Growtur's outbound AI agents and direct-booking narrative for tourism businesses.
• Lighthouse (formerly OTA Insight): Commercial intelligence platform for hotels and short-term rentals offering market data, benchmarking, and pricing analytics. Comparable to Growtur's tourism data analytics and competitive benchmarking functionality for destinations and accommodation providers.
• Atomize: AI-powered dynamic pricing and revenue management software for hotels. Comparable to Growtur's revenue optimization and dynamic pricing capabilities within the AI-for-hospitality stack.

Emerging players

• Profound: AI search visibility and brand-monitoring platform that tracks how brands appear in ChatGPT, Perplexity, and other AI engines. Directly comparable to Growtur's GEO Scan tool — the canonical non-tourism specialist in the GEO category.
• Goodie AI: AI search optimization platform that helps brands get cited and recommended in generative AI search. Closely aligned with Growtur's GEO methodology and SEO IA service, though positioned as a SaaS platform rather than a tourism consultancy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/school/growtur

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 growtur