Exceltur

What Exceltur does

Exceltur (legal name: Exceltur – Alianza para la excelencia turística) is a private non-profit alliance founded in 2002 and headquartered at C/ Antonio Maura 16, Madrid, Spain. The organization is comprised of leading Spanish tourism companies and operates as an industry research, benchmarking, and policy advocacy body for the Spanish tourism sector. Exceltur's core product portfolio consists of recurring research reports and competitiveness monitors: Perspectivas Turísticas (quarterly business balance), Barómetro Rentabilidad (profitability/employment tracking), and three flagship destination monitors — MONITUR (17 autonomous communities, 100,000+ data points), SOLYTUR (20 sun-and-beach destinations, 63 indicators across 7 pillars), and URBANTUR (22 urban destinations, 15,000+ data points). It also produces regional economic impact studies (IMPACTUR), investment trend reports (REVITUR), and thematic monographs.

The organization's underlying technology consists of proprietary data collection and statistical benchmarking methodologies for Spanish tourism competitiveness, profitability, and economic impact assessment. It has co-published IMPACTUR studies with multiple Spanish autonomous community governments (La Rioja, Generalitat Valenciana, Gobierno de Canarias, Gobierno de la Comunidad de Madrid) and launched a new strategic initiative, "Turismo Que Suma," in June 2025 to promote responsible, inclusive, and regenerative tourism. The organization distributes research primarily through its website (exceltur.org), LinkedIn, YouTube, and RSS feeds, reaching policymakers, regional governments, and member tourism companies.

Exceltur's business model is a non-profit membership alliance: it is funded by member contributions from leading Spanish tourism companies and supplemented by co-funded research partnerships with regional governments (visible through the IMPACTUR co-publications). No public pricing exists because the organization is not a commercial product vendor; it operates as an industry coalition producing public-interest research and policy positions. The customer base is dual-sided — private tourism operators (members) and public sector bodies (regional governments commissioning or co-publishing studies) — with the "Turismo Que Suma" initiative adding a broader multi-stakeholder advocacy dimension.

Name

Exceltur

Legal name

Exceltur – Alianza para la excelencia turística

Website

https://exceltur.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Exceltur is a non-profit Spanish tourism alliance founded in 2002 and headquartered in Madrid, producing competitiveness monitors, economic impact studies, and profitability benchmarks for leading Spanish tourism companies and regional governments.

Ownership category

akta.pro rank

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Industry membership and research services: As an industry alliance, Exceltur operates through membership contributions from leading tourism sector companies. The organization produces research and analysis that supports industry decision-making and policy development in Spanish tourism.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Exceltur is a non-profit industry alliance that produces research reports, competitiveness monitors, and economic impact studies analyzing the Spanish tourism sector. Its core deliverables include quarterly business outlook reports (Perspectivas Turísticas), profitability barometers (Barómetro Rentabilidad), destination competitiveness monitors (MONITUR, SOLYTUR, URBANTUR), regional economic impact studies (IMPACTUR), and the Turismo Que Suma sustainable tourism initiative.

Product overview

Exceltur is a tourism alliance that operates as a research and knowledge organization rather than a product-based company. Its portfolio consists of research reports, monitors, and indices focused on Spanish tourism sector analysis. The core offerings include: Perspectivas Turísticas (quarterly business balance reports), Barómetro Rentabilidad (profitability tracking), MONITUR (regional competitiveness rankings for 17 Autonomous Communities), SOLYTUR (sun & beach destination competitiveness), URBANTUR (urban destination competitiveness), IMPACTUR (regional economic impact studies), and REVITUR (investment trends). The Tourism Que Suma initiative represents an additional sustainable tourism program. These products serve tourism businesses, regional governments, and policymakers rather than typical SaaS customers.

Differentiator

Problem solved

Functional benefit

Brands

• Turismo Que Suma: A manifesto and initiative for responsible, inclusive, and regenerative tourism in Spain, representing the tourism that everyone wants

Products and services

• Perspectivas Turísticas Quarterly tourism business balance report providing analysis of Spanish tourism sector performance and forecasts for upcoming quarters. Targeted at tourism businesses, alliance members, regional governments, and policymakers.
• Barómetro Rentabilidad de Destinos Turísticos Recurring barometer measuring profitability and employment levels in Spanish tourist destinations at the municipal level. Used by tourism businesses and destination managers to track sector performance.
• MONITUR — Monitor de Competitividad Turística de las CC.AA. Tourism competitiveness monitor for the 17 Spanish Autonomous Communities, analyzing 100+ indicators across multiple competitiveness pillars. Used by regional governments, policymakers, and tourism industry leaders.
• SOLYTUR — Monitor de Competitividad de Destinos de Sol y Playa Tourism competitiveness monitor for 20 Spanish sun and beach destinations, ranking them using 63 indicators across 7 competitiveness pillars. Used by coastal destination managers and tourism operators.
• URBANTUR — Monitor de Competitividad de Destinos Urbanos Tourism competitiveness monitor for 22 main Spanish urban destinations, synthesizing over 15,000 data points. Used by city tourism boards, urban destinations, and policymakers.
• IMPACTUR — Estudios de Impacto Económico del Turismo Regional economic impact studies of tourism by Spanish Autonomous Community, quantifying tourism's contribution to GDP and employment. Produced in partnership with regional governments.
• REVITUR
• Turismo Que Suma — Sustainable Tourism Initiative Manifesto and multi-stakeholder platform for promoting responsible, inclusive and regenerative tourism practices in Spain, mobilizing tourism sector agents around sustainable practices.
• PIB Turístico Español (Spanish Tourism GDP) Indicator system for tracking Spanish tourism GDP and employment statistics by autonomous community.
• Índice de Confianza Turística Empresarial (Business Tourism Confidence Index) Recurring business tourism confidence index measuring Spanish tourism sector sentiment and expectations among executives.
• ATLAS Recurring research study within the Exceltur portfolio, listed as a standalone research offering on the organization's website.
• Estudios Monográficos Thematic studies on specific tourism topics of relevance to the Spanish tourism sector, including housing, transportation, and human resources.

Named customers4 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

Partnerships

One partnership is on record.

• Gobierno de La RiojacoreStrategic or Co-development Partner · 1 January 2025Collaboration on IMPACTUR La Rioja 2025 study, presenting economic impact of tourism in La Rioja region for 2025. Exceltur provides research methodology while the regional government provides institutional support and data.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• W Hospitality Group: Hospitality industry advisory firm producing research, rankings, and consulting for the African and emerging-market hotel sector. Comparable in business model as a research-driven industry alliance, though focused on a different geography.

Broad incumbents

• UN World Tourism Organization (UNWTO): United Nations specialized agency for sustainable and accessible tourism, producing global tourism statistics, policy guidance, and international standards. A larger, intergovernmental incumbent operating in a similar research-and-policy space.

Regional players

• Turespaña: Spanish national tourism board responsible for promoting Spain abroad and supporting Spain's tourism intelligence. Comparable to Exceltur in serving the Spanish tourism market, but government-affiliated and focused on international promotion rather than industry alliance.

Direct peers

• World Travel & Tourism Council (WTTC): Global non-profit industry body that produces economic impact research, policy advocacy, and benchmarking for the travel and tourism sector. Most directly comparable organization to Exceltur at a global scale, with similar research-and-advocacy mandate.
• Skift: Travel industry media and research company providing research reports, newsletters, and analysis on the global travel sector. Comparable to Exceltur in producing research and intelligence used by tourism professionals and policymakers.
• Phocuswright: Travel industry research and benchmarking firm producing subscription research, market sizing, and forecasts across the global travel sector. Comparable to Exceltur in selling research-driven intelligence to travel industry stakeholders.
• Tourism Economics: Tourism-focused economic research and forecasting firm producing economic impact models, forecasts, and policy analysis for destinations and operators. Comparable to Exceltur's IMPACTUR and Perspectivas-style economic impact work.
• IPK International: Travel and tourism research consultancy producing global tourism demand studies, outbound market analysis, and forecasts. Directly comparable to Exceltur as an industry research firm serving tourism boards and operators with structured intelligence.
• European Travel Commission (ETC): Non-profit European tourism body that commissions research on European tourism performance and promotes Europe as a destination. Directly comparable to Exceltur as a multi-country industry alliance producing tourism intelligence and policy positioning.

Others

• STR (CoStar Group): Global hospitality data and benchmarking platform providing performance data, forecasts, and analytics for the hotel industry. Comparable in producing tourism/hospitality benchmarking data at scale, though for-profit and technology-driven.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/exceltur
• LinkedInlinkedin.com/company/exceltur

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 Exceltur