EXCELTUR, Alianza para la Excelencia Turística (Alliance for Excellency in Tourism), is a non-profit group formed by the Chairmen of the 23 leading Spanish tourist groups from the following sectors: airlines, cruises, hotels, travel agencies, tour operators, credit cards, rent-a-car, tourist hospitals, and GDSs. EXCELTUR was founded at the end of 2001, with the following main goals:

  • To raise awareness and promote better knowledge and understanding of the socioeconomic importance of tourism, the job creation capacity, and its multiplier effects on the Spanish economy.
  • To promote and encourage the highest degree of competitiveness for the Spanish tourism industry to be able to consolidate its leadership and continuous growth in the most sustainable manner.

The approximate turnover of all above firms exceeded 30 billion Euros in 2017 with a labor force of over 220.000 employees, and direct investments in more than 40 countries worldwide. The turnover of EXCELTUR’s members approximately represents 4% of Spain’s GDP.


AIR NOSTRUM LAM (Regional air line)

Carlos Bertomeu

Chairman & CEO

AMADEUS IT GROUP (Leading worldwide GDS)

José Antonio Tazón


AMERICAN EXPRESS DE ESPAÑA(Credit Card & Travel Services)

Juan Ortí

Chairman & CEO

BALEARIA EUROLÍNEAS MARÍTIMAS (Regular maritime transport of passengers and cargo)

Adolfo Utor


BINTER CANARIAS (Regional airline)

Pedro A. del Castillo


eDreams ODIGEO (Online Travel Agency)

Javier Bellido

Director of Air Content Strategies, Corporate Travel and Country Director Spain

EUROP ASSISTANCE (Insurance Company)

Juan Carlos Guzmán

Chief Executive Officer

EUROPCAR IB (Rent-a-car)

José María González

Chief Executive Officer

FACEBOOK ESPAÑA (Social networks)

Irene Cano

Country Manager Spain & Portugal

GLOBALIA (Leading Spanish Tourist Group: Tour Operator; Travel Agencies; Airline; Hotels; Rent-a-Car…)

Mª José Hidalgo

Chief Executive Officer


Javier Díaz-Laviada

General Manager

HOSPITEN (Tourist Hospital Chain)

Pedro Luis Cobiella


HOTELBEDS (The World’s BedBank)

Joan Vilà


HOTUSA HOTELS (City Hotel Chain)

Amancio López


IBERIA LAE (Partner airline of British Airways)

Luis Gallego


IBEROSTAR GROUP (Resort Hotel Chain)

Sabina Fluxá

Vice Chairman & CEO

LORO PARQUE (Theme Park)

Wolfgang Kiessling



Gabriel Escarrer

Vice Chairman & CEO

NH HOTEL GROUP (City Hotel Chains)

Ramón Aragonés

Chief Executive Officer


Abel Matutes Prats

Chief Executive Officer

RENFE (National Railways)

Juan Alfaro



Carmen Riu y Luis Riu

Chief Executive Officer

SENATOR HOTELS & RESORTS (Resorts Hotel Chain)

José María Rosselll



Javier Gómez Navarro

Honorary Member & Chairman of MBD Group


Since its foundation, EXCELTUR has based its lobbing activities in different research initiatives.

The most important ones are:

MoniTUR: a pioneering and unique international initiative to assess, at a regional scale, the relative competitive position of the 17 Spanish regions.

Objectives of MoniTUR:

  • To provide an objective instrument for the assessment and comparison of the different elements which determine the tourism competitiveness of the seventeen Spanish regions, based on reliable and consistent information which allows the diverse agents involved in the tourism industry to improve their decision-making.

  • To establish inter-regional benchmarks which prioritise advanced, innovative and committed policies encouraging tourism competitiveness.
  • To provide an instrument to assess the evolution of the different regions over time.
  • To become both a national and an international reference model in monitoring regional tourism competitiveness.


MoniTUR comprises seven pillars of tourism competitiveness, gathering data in 79 indicators related to: i) sales and marketing, ii) accessibility, iii) environmental factors regarding tourist destinations, iv) the diversification of tourism products, v) education and training, vi) public governance, and vii) the performance of tourism activity.  READ MORE >>

UrbanTUR: A competitive monitor of the 20 most important Spanish urban destinations. Released in May, 2013, UrbanTUR aims at encouraging the best urban policies to reinforce tourism competitiveness in the main Spanish cities, highlighting the best practices in public leadership and tourism governance, urban planning, public spaces cualification, city mobility, city marketing and on-line g communication tools.  READ MORE >>
Business Confidence Survey: Carry out in 2002 to improve the tourist information in Spain and introduce the perspective of the private sector in the analysis of tourist results. More than 2000 responses each quarter, covering different subsectors of the tourism value chain. It provides results for the 17 Spanish regions, analyzing main drivers of the evolution of business in the Tourist Industry: sales, profits, prices, costs, employment.  READ MORE >>
Synthetic Activity Indicator of Spanish Tourism GDP: Designed in 2002 to measure the quarterly Tourist GDP growth and compare its performance vs Spanish Economy. EXCELTUR Tourism GDP indicator anticipates with a low deviation and two years before the results of the Spanish Tourism Satellite Account.  READ MORE >>

Tourism quarterly Barometer: Released 2002, 2nd Quarter, includes an analysis of both the official available data and indicators and the business information generated by Exceltur.

Downloaded by more than 20.000 people from our website. Covered by more than 50 media (Tv, radio, newspapers, etc.)  READ MORE >>

IMPACTUR: The regional socio- economic impact of tourism studies. IMPACTUR Project was launched in 2005 to measure the economic impact of tourism at a regional scale. Each study is developed in cooperation with regional governments, following Tourism Satellite Account Recommendations issued by UNWTO. Nowadays, IMPACTUR is the most recognized tool to measure tourism GDP in Spanish regions, accounting the 9 regions developed in the last years more than 75% of Spanish tourism GDP.  READ MORE >>