Name

Amundsen

Legal name

Amundsen

Website

https://amundsen.team

Company type

Private

Founded year

2000

Operating status

Operating

Ownership category

akta.pro rank

Product category

Tourism Consulting Services

NAICS

Professional, Scientific, and Technical Services (54), Convention and Trade Show Organizers (561920)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Culture, Heritage & Arts Itinerary Planning (THAKAOAK)

Keywords

• Tourism consulting
• Destination planning
• Sustainable tourism
• Cultural management
• Smart destinations

Headquarters

HQ city

Valencia

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Consulting Services: Amundsen generates revenue through consulting engagements with public sector clients including municipalities, mancomunidades, provincial governments, and tourism associations. Services include strategic tourism planning, sustainable tourism plans, marketing plans, cultural event management, and technical assistance. Revenue is project-based, typically one-time engagements with public institutions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Amundsen is a tourism and cultural consulting firm that delivers strategic planning, sustainability plans, smart destination (DTI) diagnostics, marketing and communication strategies, and cultural event management for Spanish public administrations and tourism associations. Services span the full project lifecycle, from market studies and feasibility diagnostics through product design, identity and promotion, to technical assistance during implementation and funding application support.

Product overview

Amundsen is a tourism and cultural consultancy company with over 20 years of experience offering a comprehensive portfolio of consulting services. The core offerings include: (1) Tourism Solutions covering Studies and Diagnostics, Product Design, Identity and Communication, and Technical Assistance; (2) Smart Tourism (Turismo Inteligente) for DTI certification; (3) Sustainable Tourism (Turismo Sostenible) for sustainability planning; and (4) Cultural Laboratory (Laboratorio Cultural) specializing in literary festivals, municipal programming, book fairs, and youth culture programs. The company operates primarily in the Valencian Community of Spain, working with public administrations and private companies to develop competitive tourism destinations through strategic planning, product development, and communication services.

Differentiator

Problem solved

Functional benefit

Brands

• Laboratorio Cultural: Cultural laboratory division specializing in festivals, literary events, book fairs, and cultural programming for municipalities.
• Destino Turístico Inteligente (DTI)
• Turismo Sostenible

Products and services

• Smart Tourism (Turismo Inteligente / DTI) Consulting engagement to help municipalities achieve DTI (Destino Turístico Inteligente) certification, including self-diagnosis audits and Master Plan development following SEGITUR methodology, designed for Spanish public administrations seeking to become innovative and competitive smart tourism destinations.
• Sustainable Tourism (Turismo Sostenible) Planning and consulting service covering sustainability diagnostics, sustainability plan drafting, technical assistance, private-sector mobilization, awareness campaigns, participation bodies, sustainable communication strategies, and digitalization support for destinations, aligned with UNWTO principles and SDG 2030.
• Studies and Diagnostics (Estudios y Diagnósticos) Tourism market analysis, opinion surveys, feasibility studies, competitor analysis, and competitive diagnostics that provide clients with objective information and strategic conclusions for decision-making.
• Product Design (Diseño de Productos) Strategic planning, marketing plans, and specific tourism product design services that define objectives, strategies, and actions to launch processes oriented toward meeting concrete needs with optimal execution.
• Identity and Communication (Identidad y Comunicación) 360-degree communication services including corporate image development, tourism corporate image design, promotion campaigns, tourism communication and commercialization, and press office management for creating and maintaining destination image.
• Technical Assistance (Asistencia Técnica) Technical consulting for project creation, development, monitoring, and evaluation, including technical advice, tourism dynamization and governance plan management, and tourism management direction to ensure effective implementation of strategic plans.
• Cultural Laboratory (Laboratorio Cultural) Cultural services and products with an innovation component including literary festivals, municipal literary programming, book fairs, and Cultura Jove 3.0 youth cultural programming, specializing in events and programming that connect literature with territorial cultural networks.
• Literary Festivals (Festivales Literarios) Cultural events concentrated in a few days and built around chosen themes such as literary genres, literature and audiovisual, gastronomy, and travel, which can be combined with other cultural disciplines and unite local cultural agents to create custom events for municipalities with local or national relevance.
• Municipal Literary Programming (Programaciones Literarias Municipales) Quarterly-divided cultural programming that designs and distributes quality literary programs for municipal readers, including presentations, workshops, conferences, masterclasses, and cineforums to revitalize municipal spaces.
• Book Fairs (Ferias del Libro) Book fairs uniting editors, authors, bookstores, and readers, structured in three optional levels of scope: fair programming, programming and communication, or complete fair direction, enabling excellent positioning with wide audience reach.
• Youth Culture 3.0 (Cultura Jove 3.0) Quarterly cultural programming designed for youth under 35, proposing diversified media connecting with literature including podcasts, YouTube, social networks, theater, and literary performances.
• Digital Marketing (Marketing Digital) Digital marketing strategy development for tourism destinations and parks, including public segmentation, positioning improvement, engagement enhancement, and online sales increase through influencer actions and content dynamization.
• Sustainability Plans (Planes de Sostenibilidad) Tourism sustainability plan drafting and submission to government funding calls, including diagnostics, participation models, needs detection, budgeted actions, and aid application support for municipalities.

Quantifiable outcome

• 1.9M EUR approved for Almansa Plan de Sostenibilidad Turística
• +1 more outcomes

Named customers28 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

Integration1 record

Partnerships

Two partnerships are on record, tiered minor.

• Ona EnergyminorImplementation/ SI/ Consulting PartnerCollaborated with Amundsen on the elaboration of Almansa's Plan de Sostenibilidad Turística. Ona Energy worked alongside Amundsen and Considera to develop the sustainability plan that secured 1.9M EUR in government funding.
• ConsideraminorImplementation/ SI/ Consulting PartnerCollaborated with Amundsen on the elaboration of Almansa's Plan de Sostenibilidad Turística. The three consultancies (Ona Energy, Amundsen, and Considera) worked jointly to develop the sustainability plan.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Deloitte: Global professional services firm with a dedicated Travel, Hospitality & Leisure practice serving destinations, tourism boards, and public sector clients on strategy and transformation. Overlaps with Amundsen on municipal and regional tourism strategy engagements but operates at much larger scale with a broader service portfolio.
• PwC: Global consulting firm with Hospitality & Leisure advisory serving public sector tourism clients on strategy, digitalization, and sustainability. Comparable to Amundsen on tourism destination consulting but typically engaged on larger multi-million-euro transformations with broader functional scope.
• KPMG: Global advisory firm operating in travel, leisure and tourism with public sector advisory practices across Europe. Provides destination strategy and tourism transformation work that competes for the same Spanish municipal modernization mandates as Amundsen, though at larger project scale.
• EY (Ernst & Young): Global professional services network with Travel, Hospitality & Leisure consulting and a Public Sector practice that serves tourism administration clients. Overlaps with Amundsen's destination planning and tourism advisory work but offers wider consulting capabilities.
• McKinsey & Company: Global management consulting firm with a Travel, Logistics & Infrastructure practice serving tourism authorities on strategy and destination competitiveness. Comparable to Amundsen only at the high end of municipal and regional tourism strategy work, with much deeper resources and global benchmarks.
• Bain & Company: Global strategy consulting firm with a dedicated Travel & Leisure practice serving hospitality and tourism clients. While primarily private-sector focused, Bain occasionally competes for destination strategy engagements similar to Amundsen's public-sector work.

Others

• Phocuswright: Travel industry research and consulting firm providing market intelligence, benchmarks, and strategy consulting to travel and tourism clients. Adjacent to Amundsen in destination research and feasibility studies, though primarily research-led rather than implementation consulting.
• SEGITTUR: Spanish state-owned company under the Ministry of Industry, Commerce and Tourism that owns the Smart Tourist Destination (DTI) methodology Amundsen uses. While not a direct commercial competitor, SEGITTUR shapes the standards and framework for Amundsen's smart-tourism practice and could expand into implementation services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Amundsen