Spanish Heritage

What Spanish Heritage does

Spanish Heritage, legally SHE EVENTS & OTHERS SL, is a Madrid-headquartered destination management company (DMC) founded in 1994 that designs and delivers corporate meetings, incentive travel programs, conferences, and bespoke journeys across Spain. The firm operates from offices in Madrid (Calle Estrecho de Mesina 13) and Barcelona (Avenida Diagonal 363) and serves enterprise clients — including The Boston Consulting Group, Baker & McKenzie, AIAA, Crump and Mary O'Connor & Company — through a relationship-driven, project-based services model in which each engagement is custom-priced per event scope. Its service portfolio spans Meetings & Events, Incentive Travel, and Signature Travel, organized around four regional destination clusters: Northern Gems, City Collection, Southern Charm and Island Escapes.

The business is service-led rather than technology-led. There are no proprietary platforms, APIs or AI-driven products; delivery rests on the team's destination expertise, established venue and supplier relationships across all major Spanish regions, and a global representative network spanning approximately 19 countries in the Americas, Europe, Asia-Pacific and Africa. Spanish Heritage has accumulated an unusually dense compliance and certification footprint — ISO 9001:2015, ISO 14001:2015, ISO/IEC 27001:2022, Spain's ENS (Real Decreto 311/2022), Biosphere and ICARIA — alongside memberships in Euromic, ADME, FICP, IATA, AF, Spain is Excellence and Barcelona Tourism. It operates three wholly-owned subsidiaries (SHE HERENCIA, INTERLANG, AULA INTERCULTURAL) extending into retail travel and language/intercultural training, and runs the Essense by Spanish Heritage sub-brand targeting luxury tailor-made leisure travelers.

Revenue is generated exclusively through professional services fees for each event or program, with no disclosed pricing, ARR, or revenue figures. The company is privately held and founder-led, with Paco Merino as Founder, Sara Merino as President, and Victor Cañizares as CEO; the broader management team comprises a General Director, four functional directors and roughly twenty operational staff. Go-to-market is predominantly enterprise field sales, supplemented by content marketing through the corporate website and blog, organic social on Instagram and LinkedIn, and inbound referral flows via the Euromic and association network.

Name

Spanish Heritage

Legal name

SHE EVENTS & OTHERS SL

Website

https://spheritage.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Spanish Heritage is a Madrid-headquartered Spanish destination management company, founded 1994, that designs and delivers corporate meetings, incentive travel programs, conferences, and bespoke journeys across Spain for enterprise clients via offices in Madrid and Barcelona and a global representative network.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury & High-End Incentives (Private Jets, Yachts, Ultra-Luxury Stays) (THAHADAK)

akta.pro secondary industries

Cultural/Heritage Multi-Day Tour Operators (THAKADAF), Sustainable & Responsible Incentives (Carbon Management, ESG Reporting) (THAHADAO)

Keywords

• Destination management services
• Corporate event planning
• Incentive travel programs
• Meeting management services
• Bespoke luxury travel

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Destination Management Services: Spanish Heritage generates revenue through professional services fees for designing and delivering events, incentive travel programs, meetings, and bespoke journeys across Spain. Revenue is project-based, calculated per event or program scope.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Spanish Heritage is a destination management company (DMC) that designs, plans, and delivers corporate meetings, events, incentive travel programs, and bespoke journeys across Spain. It sources and manages venues, logistics, activities, and on-the-ground execution for enterprise clients, and additionally operates the Essense luxury travel sub-brand for high-end tailor-made journeys with concierge services.

Product overview

Spanish Heritage operates as a destination management company (DMC) with a portfolio of interconnected services. The core offering is Spanish Heritage (main DMC brand) providing incentive travel, meetings and events, and signature travel programs across Spain. Under this umbrella sits Essense by Spanish Heritage as a distinct luxury travel sub-brand focused on high-end tailor-made journeys with dedicated concierge services. The company organizes its destination expertise into regional offerings covering Northern Gems, City Collection, Southern Charm, and Island Escapes. Services are delivered through offices in Madrid and Barcelona with a global network of representatives.

Differentiator

Problem solved

Functional benefit

Brands

• Essense by Spanish Heritage: Luxury travel sub-brand curating tailor-made journeys across Spain for discerning travelers, revealing exclusive and authentic experiences.

Products and services

• Spanish Heritage (Main DMC Services) Core DMC offering for enterprise clients, covering bespoke event design, venue selection, logistics coordination, and immersive travel experiences across all major Spanish destinations.
• Essense by Spanish Heritage Luxury tailor-made travel brand under Spanish Heritage offering bespoke journeys across Spain for discerning travelers, including dedicated hosts, 24/7 concierge, private access experiences, destination consultancy, and personalized itinerary design.
• Meetings & Events Corporate meeting and event design and delivery service including strategic business gatherings, large-scale celebrations, tailor-made concepts, immersive settings, and seamless logistics throughout Spain.
• Incentive Travel Bespoke incentive travel programs for groups ranging from intimate teams to large-scale programs, blending purpose, creativity, and connection through venue/hotel selection, curated activities, gala dinners, and immersive experiences.
• Signature Travel Network Signature travel experiences combining authenticity with refinement through tailor-made itineraries shaped around traveler preferences for personal, effortless, and meaningful journeys across Spain.
• Spain Destination Regions Organized regional destination coverage across Northern Gems (San Sebastián, La Rioja, Bilbao, Pamplona, Santander, Santiago de Compostela), City Collection (Madrid, Barcelona, Valencia), Southern Charm (Seville, Córdoba, Málaga, Marbella, Granada), and Island Escapes (Balearic and Canary Islands).

Named customers5 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

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CWT Meetings & Events: Global corporate meetings, events, and incentive travel provider. Comparable as an enterprise-scale incumbent in the corporate MICE space.
• BCD Meetings & Events: Global meetings and events management company serving large enterprise clients with full MICE program management. Comparable as a broader incumbent in the same enterprise MICE category.
• Kuoni Tumlare (DMC division): Large global DMC and travel services operator with broad European destination coverage. Comparable as a scaled incumbent competing for the same multinational enterprise MICE spend.

Others

• Heritage Tours: Cultural and heritage-focused tour operator offering themed travel across Europe. Comparable as an adjacent supplier of cultural travel programming that enterprise DMCs like Spanish Heritage integrate into incentive itineraries.

Direct peers

• Ovation Global DMC: Global DMC network offering incentive travel, meetings, and events across multiple countries. Directly comparable as an Euromic-adjacent DMC competing for the same enterprise MICE RFPs.
• ZINC DMC: Boutique DMC specializing in creative events and incentives across European destinations. Comparable for enterprise event design and bespoke travel programs.
• Eventive DMC: DMC providing event design, incentive travel, and meetings across Europe. Closely comparable in target customer (enterprise), service mix, and boutique positioning.
• ITC (Incentive Travel & Conferences): European DMC delivering meetings, incentives, conferences, and events for corporate clients. Comparable in service portfolio and enterprise go-to-market.
• Atelier Incentive: Boutique DMC focused on incentive travel, events, and bespoke programs in Italy. Directly comparable as a European country-specialist DMC serving enterprise clients with similar service lines to Spanish Heritage.

Regional players

• Essense of Italy: Luxury travel and event specialist for Italy. Comparable as a regional peer focused on luxury bespoke journeys within a single European country, paralleling Essense by Spanish Heritage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/spanishheritagedmc
• Instagraminstagram.com/spanish_heritage_dmc

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 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 Spanish Heritage