Ayuntamiento de Hoyo de Manzanares

What Ayuntamiento de Hoyo de Manzanares does

Ayuntamiento de Hoyo de Manzanares is the municipal government (Town Hall) of a small municipality in the Community of Madrid, Spain, situated 37 km from central Madrid and entirely within the Parque Regional de la Cuenca Alta del Manzanares, a UNESCO Biosphere Reserve. The entity administers local services and runs a tourism development program branded as "ViveHoyo," anchored by the ViveHoyo.com digital portal that aggregates attractions, events, routes, gastronomy, and visitor information, with Eventbrite integration for activity registration. Core assets under management include the 7th-century Visigothic La Cabilda archaeological site, the Golden City film set (used for "A Fistful of Dollars" in 1964 and 100+ other productions), the Aula Apícola Sierra de Hoyo (beekeeping/ecological education center), and partnerships with the Army Engineering Academy museum and local artisan workshops. The municipality is certified as a Destino Turístico Inteligente (Smart Tourism Destination) under Spain's national DTI methodology (97 requirements, 261 indicators across governance, sustainability, technology, innovation, and accessibility) and has held SICTED quality certification continuously since 2013.

The business and operating model is fundamentally that of a public administration. The municipality is funded through its general budget derived from local taxes, regional/national subsidies, and intergovernmental transfers; tourism promotion is treated as a public service rather than a profit center. Revenue from tourism activity fees is marginal: most guided visits, hikes, and astronomy sessions are free with Eventbrite registration, while paid workshops (ornithology €15, Aula Apícola €15-20, felting €56-115) generate modest, transaction-based income. Distribution runs through the Tourism Information Office at Plaza Mayor 1 (Wed-Sun 11:30-14:30), the ViveHoyo.com portal, Eventbrite, social channels (Facebook, Instagram, YouTube), email newsletters, and annual presence at FITUR. GTM is hybrid — event-driven (annual festival and activity calendar), community-led (co-creation with associations such as HoyoCine, La Maraña, NaturaLudus, AEHOM, and Peña El Botijo), and direct-to-consumer through the physical tourism office. Customers are primarily domestic and international tourists visiting the Sierra de Guadarrama catchment (over 6 million potential visitors within 40 km of Madrid), supplemented by school groups and families participating in structured educational programs.

Strategic positioning rests on irreplicable natural and cultural assets: protected biosphere status, unique archaeological heritage, the birthplace-of-spaghetti-western film narrative, and a dense ecosystem of local associations. Recent strategic emphasis has been on elevating the film heritage story through the 2024 EMB Documental documentary "The Magnificent Stranger" (selected at 25+ festivals, Best Documentary at India's Ideal Internacional Film Festival, and submitted for Goya/Feroz/Forqué awards) and a 60th-anniversary Western film cycle with regional TV partner 8madrid TV, while simultaneously maintaining digital and quality certifications (DTI 2025 renewal).

Name

Ayuntamiento de Hoyo de Manzanares

Legal name

Ayuntamiento de Hoyo de Manzanares

Website

https://vivehoyo.com

Company type

Public

Operating status

Operating

Headcount range

1–10 employees

Short description

The municipal government of Hoyo de Manzanares, a small Spanish town 37 km from Madrid within a UNESCO Biosphere Reserve, operating the ViveHoyo.com tourism portal and an annual events calendar to promote nature, Visigothic archaeology, gastronomy, and film heritage tourism.

Ownership category

akta.pro rank

Product category

Municipal Tourism Services

NAICS

Tour Operators (56152), Nature Parks and Other Similar Institutions (71219), Historical Sites (712120), Museums (712110)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

History, Heritage & Museum-Focused Study Tours (THAKAGAN), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Neighborhood & Local Life Tours (Communities & Hidden Gems) (THAJAAAJ)

Keywords

• Municipal tourism services
• Cultural heritage tourism
• Nature tourism management
• Destination marketing services
• Visitor information services

Headquarters

HQ city

Hoyo de Manzanares

HQ country

Spain

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Municipal Budget and Public Funding: As a local public administration (Ayuntamiento), the primary funding mechanism is the municipal budget derived from local taxes, fees, and central/regional government subsidies. Tourism promotion is funded through this general budget allocation.
2. Tourism Activity Fees: Revenue is generated through fees charged for select paid activities such as workshops at the Aula Apícola (bee-related activities for families), craft workshops, and specialized tours. Free guided activities are offered for general tourism promotion.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Ayuntamiento de Hoyo de Manzanares is a municipal government entity that promotes and delivers tourism services for the municipality of Hoyo de Manzanares in the Community of Madrid, Spain. Through the ViveHoyo.com portal, the Plaza Mayor Tourism Information Office, and a year-round event calendar, it offers guided visits to the La Cabilda Visigothic archaeological site, beekeeping and craft workshops at the Aula Apícola Sierra de Hoyo, hiking and nature interpretation routes, film heritage tours of the Golden City spaghetti western set, astronomy sessions, and gastronomy events.

Differentiator

Problem solved

Functional benefit

Products and services

• La Cabilda Visigothic Archaeological Site Guided Visits
• Aula Apícola Sierra de Hoyo (Beekeeping and Environmental Education)
• Hiking and Nature Interpretation Routes
• Golden City Film Heritage Tourism
• Tourism Information Office Services (Plaza Mayor 1)
• Hoyo Secreto Event Programming and Stargazing Sessions
• Craft Workshops (Felting and Traditional Crafts)

Quantifiable outcome

• SICTED quality certification maintained since 2013
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• EMB Documental S.L.coreStrategic or Co-development Partner · 1 January 2024EMB Documental S.L. served as the production company for 'The Magnificent Stranger' documentary (2024) about the filming of 'A Fistful of Dollars' in Hoyo de Manzanares. The documentary is a central pillar of the municipality's film heritage tourism promotion.
• Instituto de la Cinematografia y de las Artes Audiovisuales (ICCA) — Ministerio de Cultura del Gobierno de EspanacoreStrategic or Co-development PartnerICCA, through the Ministry of Culture of the Government of Spain, collaborated as a co-funder and supporter of the documentary 'The Magnificent Stranger', contributing to the preservation and promotion of Spain's cinematic heritage.
• The Other Film Production, 39 escalones Film, Vima Producciones, Mercury FilmsminorStrategic or Co-development PartnerFour additional production companies collaborated on the documentary 'The Magnificent Stranger', providing production resources and expertise.
• 8madrid TVcoreGTM or Marketing PartnerThe regional TV channel 8madrid TV collaborated on promoting Hoyo de Manzanares' film heritage through the 'Por un punado de westerns' film programming cycle (September-October 2025) and as a collaborator in the premiere of 'The Magnificent Stranger' at Cinesa Proyecciones.
• Adesgam (Asociacion de Desarrollo Sierra de Guadarrama)coreStrategic or Co-development PartnerAdesgam is the managing entity of the SICTED quality system and the DTI smart tourism methodology for the Sierra de Guadarrama destination. It coordinates tourism strategy across 14 municipalities and facilitates participation in the national SICTED committee.
• Asociacion HoyoCinecoreStrategic or Co-development PartnerThe local association has spent over two decades researching and documenting Hoyo de Manzanares' film history, collaborating with the municipality on the Golden City heritage recovery project, and providing historical materials and expertise for tourism promotion.
• Spanish Western (blog)minorGTM or Marketing PartnerThe Spanish Western blog collaborated on producing a 3D reconstruction of the Golden City film set and created a country-rock music video tribute to Hoyo de Manzanares as a film destination.
• Comunidad de Madrid / MadRuralcoreGTM or Marketing PartnerThe regional government promotes Hoyo de Manzanares through official tourism channels (turismomadrid.es) and the MadRural program, which connects visitors with rural destinations in the Sierra Norte, Sierra Oeste, Vegas, and La Alcarria areas of Madrid.
• Central de Reservas Sierra de GuadarramaminorChannel Partner/ Reseller/ DistributorThe central reservations service managed by Adesgam provides centralized booking for tourism experiences across the Sierra de Guadarrama destination, including activities in Hoyo de Manzanares. Telephone: 608 30 34 17.
• Peña El BotijominorStrategic or Co-development PartnerLocal society/association that has been organizing community festivities since 1975, including the popular 'Pinchada Moruna' (traditional Moorish kebab event) during summer months, a key gastronomic event in the tourism calendar.
• Asociacion La MarañaminorStrategic or Co-development PartnerLocal association that co-creates the RastrHoyo secondhand market with the municipality, promoting sustainable consumption and community engagement.
• Academia de Ingenieros del Ejercito (Army Engineering Academy)minorStrategic or Co-development PartnerThe military academy located in Hoyo de Manzanares collaborates with the municipality to offer guided visits to its museum, providing a cultural and historical tourism experience for visitors.
• NaturaLudusminorStrategic or Co-development PartnerEnvironmental education project based in Hoyo de Manzanares that co-develops nature interpretation activities including ornithology workshops and ethnobotanical walks with the municipal tourism program.
• Manimals FilmacionminorStrategic or Co-development PartnerSpecialized wildlife behavior company that co-leads interpreted hiking routes focused on amphibians, invasive species, and ecosystem education in collaboration with the municipal program.
• AEHOM (Asociacion de Empresarios de Hoyo de Manzanares)minorGTM or Marketing PartnerLocal business association representing commerce and hospitality in Hoyo de Manzanares. The municipality's tourism office offers free promotion to member businesses.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ayuntamiento de Torrelodones: Adjacent Sierra de Guadarrama municipality in the Madrid northwest corridor. Runs a comparable municipal tourism programme with guided nature, cultural and gastronomic activities, and is explicitly co-branded with Hoyo de Manzanares on the ViveHoyo.com partner page.
• Ayuntamiento de Cercedilla: Another Sierra de Guadarrama municipality within the Adesgam destination cluster. Operates a municipal tourism office focused on hiking, mountain culture, and seasonal events, drawing from the same Madrid day-tripper pool.
• Ayuntamiento de Manzanares el Real: Neighboring municipality whose territory also lies entirely within the Parque Regional de la Cuenca Alta del Manzanares. Operates its own tourism office, castle, and nature-based activities, competing for the same Madrid day-tripper catchment under the same Adesgam/SICTED/DTI framework.

Broad incumbents

• Turismo de la Comunidad de Madrid: Regional government tourism authority that markets the entire Community of Madrid, including rural destinations through its MadRural programme. Acts as the higher-level umbrella that promotes Hoyo de Manzanares and channels regional tourism demand to the Sierra de Guadarrama cluster.

Regional players

• Patronato de Turismo de Ávila: DMO for the walled-city heritage destination of Ávila. Runs guided tours of historic walls, museums, and event programming, providing a benchmark for how a small Spanish heritage city combines free and paid cultural tourism products.
• Patronato de Turismo de Cuenca: Provincial DMO for Cuenca, another mid-sized Spanish heritage city operating guided historical tours, hanging-house visits, and cultural event programming. Comparable in scale and product mix to the cultural-heritage pillar of Hoyo de Manzanares' offer.
• Patronato Provincial de Turismo de Segovia: Provincial DMO for Segovia, a comparable Spanish heritage destination running guided tours, cultural programming, and quality certification. Useful peer for benchmarking how a small-region tourism board packages heritage assets and rates its activity pricing.

Others

• Adesgam (Asociación de Desarrollo Sierra de Guadarrama): Managing entity of the SICTED quality system and DTI smart tourism methodology for the 14-municipality Sierra de Guadarrama destination. Functions as the supra-municipal coordination body that Hoyo de Manzanares plugs into, and operates the Central de Reservas Sierra de Guadarrama booking channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@turismodehoyodemanzanares
• Facebookfacebook.com/hoyodemanzanares
• Instagraminstagram.com/turismoygastronomiahoyo/?hl=es
• LinkedInlinkedin.com/company/ayuntamiento-de-hoyo-de-manzanares

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Ayuntamiento de Hoyo de Manzanares