Civitatis Restructures Leadership: Arturo Moreno to Lead Supply Division for Stronger Growth

Published on December 1, 2025

Online tours‑and‑activities marketplace Civitatis, a leading name for Spanish-speaking travellers around the world, has promoted long-time strategy and data executive Arturo Moreno to the newly created role of Chief Supply & Data Officer. The decision places supply — the heart of the company’s offerings — at the centre of its growth strategy, underscoring Civitatis’s ambition to scale up its global footprint through a more strategic, data-driven, and customer‑centric model.

Moreno, previously Chief Strategy & Data Officer for six years, will now head an independent Supply division while continuing to oversee company-wide data and AI transformation. With more than 90,000 activities across over 4,000 destinations worldwide, Civitatis is betting on smarter supply‑demand alignment, deeper catalogues and optimized inventory management to meet the surging post‑pandemic demand for curated travel experiences.

Civitatis at a Glance: Scale, Growth & Market Position

• Founded in 2008, headquartered in Madrid, Civitatis has evolved from a travel‑guides directory to a full‑fledged online travel marketplace.
• The platform serves primarily Spanish‑speaking travellers but covers global destinations — a unique value proposition in the tours & activities sector.
• As of 2025, Civitatis offers over 90,000 bookable experiences across 4,000+ destinations worldwide.
• The company reports a substantial surge in demand and growth: in 2025, it expanded its global network and registered over 46,000 travel agencies worldwide.
• Its growth rate outpaces many segments of the broader online travel market — as travelers increasingly choose experiences over mere travel bookings. This comes at a time when the global tours & activities reservation market is projected to expand significantly.

This backdrop helps explain why Civitatis is doubling down on supply and data leadership: with scale comes complexity — and the need for sharper supply‑demand matching, quality control, and curated experiences.

Why 2025–2026 is a Critical Moment for Tours & Activities Platforms

According to recent industry reports, the global tours and activities reservations market — including excursions, guided tours, cultural visits and similar services — is rapidly expanding. Analysts project that the market size, already significant in 2024–2025, will continue to grow strongly through 2030.

Several broader travel‑industry trends reinforce this growth:

• Post‑pandemic rebound + pent-up demand: Travelers who delayed trips during COVID‑19 are now increasingly seeking meaningful experiences — not just flights and hotel stays.
• Experiential travel gaining prominence: Many travelers, especially millennials and Gen Z, now value unique, immersive, and local experiences — from cultural tours to local food walks, off‑beat excursions, and immersive walks.
• Digital & mobile booking growth: As digital adoption accelerates worldwide, platforms like Civitatis, which combine ease-of-use with curated supply, are placed to capture a significant share of the surging demand.
• Demand for personalization and flexibility: Travellers today expect flexibility, multilingual support, transparent pricing, and user reviews — criteria that favour platforms with strong data and supply‑management capabilities.

In this environment, supply optimization, real-time data, and a wide catalog become competitive advantages — precisely the areas Civitatis is strengthening via Moreno’s leadership.

What Moreno’s Appointment Means: Strategic Supply Management and Quality Control

Under Moreno’s oversight, Civitatis is likely to pursue several strategic initiatives:

• Data-driven curation & catalog expansion: By leveraging user data, booking trends and demand forecasts, Civitatis can optimize which experiences to promote, enlarge offerings in underserved destinations, and improve relevance.
• Improved supply‑demand matching: Better inventory management reduces overselling, ensures availability, and helps balance local operator capacity with traveller demand — a critical factor in maintaining quality and avoiding disappointments.
• Focus on underrepresented travel segments: With Mediterranean, Latin American, and Spanish-speaking markets core to Civitatis, the company can deepen offerings tailored for those audiences — including niche tours, local operator collaborations, and culturally immersive experiences.
• Strengthened B2B partnerships: With thousands of global operators already registered, Civitatis can leverage its expanded supply network to broaden its footprint and deliver better distribution to travel agencies worldwide.
• Personalized and localized travel experience: Catering to language preferences, regional interests, and diverse traveler profiles helps foster loyalty among Spanish- and Latin‑American travelers — a demographic often underserved by mainstream OTA players.

By combining supply excellence with data intelligence and AI-driven insights, Civitatis is positioning itself not just as a tours‑vendor, but as a global curator of travel experiences.

Implications for the Travel Industry & Travellers

For Travelers:

• Better Variety & More Reliable Availability: With improved supply management, travelers booking through Civitatis can expect a broader range of activities, from popular city tours to niche, off‑beat experiences — and increased chances of availability even in peak seasons.
• Enhanced Quality & Transparency: A data‑driven curation process and operator partnerships may lead to better vetted experiences, more consistent reviews, and improved customer satisfaction — softening the uncertainties often associated with booking global tours online.
• More Personalized Experiences: Travelers seeking cultural, heritage, or niche experiences — in Spanish-speaking markets or beyond — may find better-tailored tours, local guides, and immersive itineraries.

For Providers and Travel Agencies:

• Increased Reach & Efficiency: Local operators signed on with Civitatis gain access to a large global audience, especially in Latin America and Europe, and benefit from the platform’s data-driven demand forecasts and booking management systems.
• Better Demand Forecasting & Inventory Planning: Suppliers can plan and allocate resources more precisely based on demand patterns identified through data analytics — reducing overbooking or underutilization.
• Stronger Business Opportunities in a Growing Segment: As experiential travel becomes mainstream, being part of a leading marketplace positions suppliers for growth in a rising global market.

What This Means for Civitatis’ Future Strategy

The elevation of Supply to a full executive division shows that Civitatis is prioritizing resilience, scalability and differentiation beyond traditional OTA models. In 2025 and beyond, the company is likely to:

• Double down on global expansion, especially in Latin America, North America, and Spanish‑speaking markets worldwide.
• Leverage data and AI for personalized recommendations, dynamic supply management, and localized user experience — a critical differentiator in a crowded travel‑tech landscape.
• Expand B2B distribution, collaborating with travel agencies (as indicated by 46,000 agencies registered globally) to reach new customer segments.
• Emphasize experience‑based travel, aligning with broader industry trends where tours, excursions and immersive activities represent a growing share of the overall travel value chain.
• Strengthen customer trust and loyalty through curated quality, reliable availability and seamless operations — crucial for long-term competitive edge.

Final Thoughts – A Turning Point in Travel‑Tech

Arturo Moreno’s new role as Chief Supply & Data Officer at Civitatis marks more than a leadership change — it signals a strategic pivot. In a world where travelers increasingly seek curated, meaningful and flexible experiences, Civitatis is aligning its core operations to deliver on that demand at scale.

For travelers, it means access to more diverse, reliable and high-quality tours, tailored to their preferences. For local operators and agencies, it offers new opportunities to participate in a global marketplace optimized by data. And for the industry, Civitatis stands as a compelling example of how experience-first, data-driven platforms may define the future of travel.

As 2025 unfolds and travel trends evolve, platforms like Civitatis — with smart supply management, deep local networks, and data-led strategies — may very well lead the next wave of global tourism innovation.