OgoTours

What OgoTours does

OgoTours is a privately held, family-run walking tour operator founded in Madrid in 2013 by Javier Redondo and Tatiana, structured as a sole proprietorship (Francisco Javier Redondo Molina, Tax ID 46890705F). The company offers three core services: a daily pay-what-you-want Free Walking Tour of Madrid's Old Town departing at 10:45 from Puerta del Sol (2.5 hours, max 10-20 participants); customizable Private Tours from €150 with hotel pickup; and Flamenco Show ticket sales acting as an authorized dealer for venues including Torres Bermejas (€35) and Corral de la Moreria (€49.97). An additional gastronomic Private Tapas Tour visiting 5-6 historic taverns extends the product line. The team is intentionally small — five historians, art historians, and local experts — with no proprietary technology platform; bookings are handled directly via the ogotours.com website, phone, and email. The company is differentiated by curated local expertise, small group sizes, and accumulated social proof (1,000+ 5-star reviews across TripAdvisor, Google, and Facebook, 95% of reviews rated 5-star, 7-8 consecutive TripAdvisor Certificates of Excellence, and endorsements from DK Eyewitness Travel Guides and German newspaper WELT).

The business operates three revenue streams: a freemium pay-what-you-wait model on the free walking tour (used as the primary customer acquisition channel), unit-priced private tour bookings (from €150), and transaction-fee commissions on flamenco ticket resales. The go-to-market is community-led, with the free tour functioning as a funnel into paid private experiences and ancillary ticket sales; this is supplemented by content marketing (an SEO-oriented blog), organic social media (Facebook, Twitter, Instagram), and partnerships through the 'Discover Our Cities' Spanish network (Runner Bean Tours, Walk In Granada, Explora Malaga, Go Local San Sebastian) and the 'Our Friends' global referral network spanning 50+ cities across four continents. Customer segments are dominated by individual tourists and small private groups (couples, families, corporate teams), with secondary segments of culture enthusiasts and day-trippers. There is no external institutional investment, no funding history, and no parent company; ownership and operations remain entirely with the founders.

Name

OgoTours

Legal name

Francisco Javier Redondo Molina

Website

https://ogotours.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

OgoTours is a Madrid-based, family-run walking tour operator founded in 2013 by Javier Redondo and Tatiana, offering pay-what-you-want Old Town walking tours, private tours from €150, and flamenco ticket bookings for individual tourists and small private groups.

Ownership category

akta.pro rank

Product category

Walking Tour Services

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)

akta.pro secondary industry

Private Guided Tours & Personal Tour Guides (THAJALAA)

Keywords

• Walking tours
• Private tours
• Flamenco bookings
• Cultural experiences
• Tapas tours

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Free Walking Tours: Pay-what-you-want model where customers determine the value after the tour. Serves as the primary customer acquisition channel and brand building mechanism. Tours run daily at 10:45, departing from Puerta del Sol.
2. Private Tours: Customizable private tours in Madrid starting from 150€. Can be tailored to specific interests, duration, and group preferences. Includes hotel pickup option.
3. Flamenco Show Bookings: Commission-based sales of flamenco show tickets. The company is an authorized dealer for venues including Torres Bermejas (35€) and Corral de la Moreria (49.97€). No extra charges for customers booking through OgoTours.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

OgoTours is a Madrid-based tour operator offering free (pay-what-you-want) walking tours of the city's Old Town, customizable private tours starting from €150, and authorized flamenco show ticket bookings at partner venues. The business is built around small-group, historian-led experiences designed for individual travelers, families, and corporate groups visiting Madrid.

Product overview

OgoTours operates as a tour operator platform offering walking tours and experiences in Madrid. The core product portfolio consists of three main services: the Madrid Free Walking Tour (a 2.5-hour pay-what-you-want walking tour of the Old Town), Madrid Private Tours (customizable private tours starting from €150), and Flamenco Show Booking (ticket reservation service for partner venues). An additional add-on offering is the Private Tapas Tour, a gastronomic experience visiting local taverns. The company acts as an authorized dealer for flamenco venue tickets and does not appear to operate a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Madrid Free Walking Tour A 2.5-hour free walking tour of Madrid's Old Town departing daily at 10:45 from Puerta del Sol. Operates on a pay-what-you-want pricing model so participants determine the tour's value after completion. Open to individual travelers and small groups seeking an authentic, low-barrier introduction to Madrid.
• Madrid Private Tours Fully customizable private tours of Madrid starting from €150, offering personalized itineraries, hotel pickup options, and flexible scheduling. Designed for couples, families, corporate groups, and travelers with reduced mobility who want a tailored experience.
• Flamenco Show Booking Ticket booking service for flamenco shows at partner venues in Madrid, including Torres Bermejas (€35) and Corral de la Moreria (€49.97 with drink). Provides authorized dealer pricing with free cancellation up to 48 hours before the show, and earns OgoTours commission on each booking.
• Private Tapas Tour in Madrid A gastronomic walking tour visiting 5-6 historic taverns and local establishments away from tourist areas, offering traditional Spanish tapas and local culinary experiences. Targets travelers seeking an authentic Madrid food experience.

Quantifiable outcome

• 95% of reviews are 5-star ratings
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Discover Our CitiescoreChannel Partner/ Reseller/ DistributorA network of local walking tour companies in Spain sharing the same philosophy of responsible tourism, community respect, and collaboration with local businesses. OgoTours is a proud member. Regular meetings (physical and online) to exchange information and seek collaboration opportunities. Members include Runner Bean Tours (Barcelona), Walk In Granada, Explora Malaga, and Go Local San Sebastian.
• Runner Bean Tours (Barcelona)minorChannel Partner/ Reseller/ DistributorLocal walking tour company in Barcelona. Part of the Discover Our Cities network. Cross-promotional relationship with mutual referrals for customers visiting both Madrid and Barcelona.
• Walk In GranadaminorChannel Partner/ Reseller/ DistributorFree tours operator in Granada, Spain. Part of the Discover Our Cities network. Mutual referral relationship for customers exploring multiple Spanish cities.
• Explora MalagaminorChannel Partner/ Reseller/ DistributorMalaga free tours operator. Part of the Discover Our Cities network for southern Spain coverage.
• Go Local San SebastianminorChannel Partner/ Reseller/ DistributorSan Sebastian free tours operator. Part of the Discover Our Cities network covering northern Spain.
• Our Friends Network (50+ cities worldwide)minorChannel Partner/ Reseller/ DistributorCooperation with small local tour operators worldwide spanning over 50 cities on 4 continents. Includes companies in Europe (Budapest, Berlin, Prague, Lisbon, Florence, Naples, etc.), America (Buenos Aires, Lima, Cusco, New Orleans), Asia (Singapore, Hong Kong, Seoul), and Africa (Cape Town, Marrakech). All selected based on OgoTours' philosophy of small, local, family-run businesses.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ogotours
• YouTubeyoutube.com/channel/UCWnw2XH_OIKHseMMuZN1vTQ
• Facebookfacebook.com/ogotours
• Instagraminstagram.com/ogotours_madrid
• LinkedInlinkedin.com/company/ogotours

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 OgoTours