We've run the business
Online marketing leadership at Hotusa and marketing and innovation leadership at Ona Hotels. We know how decisions are made inside tourism businesses.
Our experience
We came to artificial intelligence from tourism, not the other way round
Growtur was founded in 2018, but our experience in tourism goes back to 2003: marketing leadership in hotel groups, university classrooms and destination projects. When generative AI arrived, we already understood the day-to-day work of tourism teams.
In-person training with tourism professionals · Region of Murcia
2003Our work in tourism began
40+Tourist offices trained in AI, from Turespaña to the Region of Murcia
17Years of university teaching
580+Training hours at Murcia's tourism training centre
Why experience matters
Technology is quick to learn. A sector isn't.
Knowing a tool isn't enough. You need to know how it works inside a tourism board, a hotel group or a network of tourist offices, with their people, deadlines and responsibilities.
We've taught since 2009
Master's programme coordination and continuous teaching at universities and tourism schools. Training only works when teams can apply it the next day.
We implement, not just explain
From assessment and training to secure work environments and agents connected to an organisation's data. We aim for solutions that keep being used.
Where we've worked
Experience, project by project
Destinations, institutions, associations, businesses and tourism schools. These are some of the settings we've worked in.
National tourism administration
We designed and rolled out AI training and adoption for Turespaña, reaching more than 40 Spanish Tourist Offices worldwide.
Turespaña · SEGITTUR · ICEX
Destinations and authorities
We brought AI into Catalonia's tourism marketing plan and built agents for the Lloret de Mar tourism ecosystem. We have also trained the Region of Murcia's network of tourist offices — one in every municipality.
Catalan Tourist Board · Lloret de Mar · Region of Murcia · Costa Brava Girona · Garrotxa
Associations and federations
We work with ITH on hotel visibility in AI search and train organisations representing the tourism sector.
ITH · HoyTú · ASHAL · OTEA · Hostelería de Bizkaia
Businesses and groups
Our background spans hotel marketing and AI projects for operations, reputation, content and customer service.
Hotusa · Ona Hotels · TRH Hotels
Universities and schools
We combine teaching with implementation. With CETT-UB, we have developed a partnership and online executive education.
CETT – University of Barcelona · EUROAULA · ESHOB · IEBS
International reach
We take our approach to other tourism markets, including sector training in Costa Rica and work with Chile's wine tourism sector.
CANATUR · Enoturismo Chile
Our story
A journey that led us to AI
- 2003–2006
From media to hotels
Online marketing at La Vanguardia and digital marketing leadership at Hotusa Hotels.
- 2009
Teaching begins
Coordination of EUROAULA – University of Girona's Master's in Digital Tourism Marketing.
- 2014–2018
Hotel leadership
Marketing and innovation at Ona Hotels, a group of 31 properties.
- 2018
Growtur is founded
An innovation and growth agency and school for the tourism sector.
- 2023
A focus on artificial intelligence
We concentrate our work on applying AI to tourism.
- 2024–2026
From training to implementation
The Turespaña programme, Catalonia's AI plan, and agent-based and international projects.
Training
Experience is built in the classroom too
Training remains the starting point for many projects. Explaining technology to the people who will use it pushes us to translate it into practical decisions and tasks.
Since January 2021, we have worked continuously with the Region of Murcia's tourism training centre: 33 courses and more than 580 teaching hours, from digital marketing to AI.
Institutional programmes
Plans for tourist office networks, associations and public-sector teams, such as the Region of Murcia's office network.
Tailored training
In-person and online sessions adapted to each organisation's processes.
Sector certification
'AI Expert for Tourism Businesses': a 42-hour online programme with ITH Academy.
How we work
The project doesn't end with the last session
Each organisation starts where it is: an assessment, a training programme or an implementation. We aim to leave clear processes, secure environments and tools the team can continue using. Adoption depends on people as much as technology.
From strategy to practice
- Consulting and roadmap
- Team training
- Tailored agents and solutions
- Security, compliance and GEO visibility
In the sector
Where tourism's future is discussed
We share what we learn at events including Overbooking Gran Canaria & Hosteltur Summit, Tourism Innovation Summit, FITUR, and ITH and CETT forums. We also contribute to specialist outlets such as Hosteltur, TecnoHotel, Smart Travel News and Tourinews.
In 2025, we were included in 'The 25 Most Innovative People in Tourism', an initiative by ILUNION Hotels and TecnoHotel.
Let's talk about your project
Tell us where your organisation stands and we'll give you an honest view of what makes sense now.