Civitatis Pro is more than just a name change. With this new identity, Civitatis is restructuring its offering for tourism professionals and more clearly asserting its ambitions in the B2B segment. Behind this announcement lies a very concrete challenge for travel agencies, tour operators, technology partners, and distributors: better integrating activities, excursions, guided tours, and transfers into the travel value chain.
According to the press release, Civitatis launched Civitatis Pro on July 1, 2026, to consolidate its B2B and B2B2C offerings under a single brand. The company presents this development as a way to simplify, modernize, and strengthen its value proposition for professionals. According to the trade press, the tourism activities market is becoming increasingly strategic within the travel industry. Civitatis is clearly seeking to establish a more prominent position in this sector.
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Why Civitatis Pro arrives at a key moment
The launch of Civitatis Pro comes at a time when the professional segment is emerging, according to the press release, as one of the company's main growth drivers. Civitatis also expects to close 2026 with 32% growth in its B2B business. This point is crucial. It demonstrates that B2B is no longer treated as a mere complementary channel, but as a fully-fledged strategic focus.
According to the press release, Civitatis Pro already leverages a global network of over 50,000 partners. The company explains that this ecosystem is particularly well-established in key markets such as France, Spain, Brazil, Mexico, Argentina, and Italy. The rationale is clear: to give a strong identity to an already well-established business, in order to better communicate with partners and make the offering more competitive.
Andrés Spitzer, CEO of Civitatis, summarizes this step as follows: “Civitatis Pro was created to reflect a reality that has been developing within our company for years. Today, we collaborate with more than 50,000 partners worldwide. We wanted to provide this ecosystem with an identity, tools, and a value proposition that matches its strategic importance and maturity. This is not simply a name change, but a commitment to how we want to compete, collaborate, and continue to grow alongside our partners in the years to come.”.
A structured offer for five partner profiles
According to the press release, the Civitatis Pro is structured around five main user profiles. The first includes travel agencies looking for simple and efficient booking tools. The second concerns tour operators who need scalable solutions and tailored terms. The third targets marketplaces and technology partners with a strong need for integration and performance. The fourth is aimed at content creators who want to monetize their audience. Finally, the fifth encompasses companies that integrate activities as a complementary service, benefit, or added value for their customers, users, employees, members, or guests.
This segmentation is not anecdotal. It shows that Civitatis wants to adapt its communication, tools and support to the reality of each partner, rather than offering a uniform approach.
Four pillars to convince the market
The press release specifies that Civitatis Pro 's value proposition rests on four pillars: a carefully selected catalogue, technology adapted to different distribution models, specialized support and commercial support.
In its catalog, Civitatis states that it prioritizes a rigorous selection of activities, guided tours, excursions, transfers, and experiences. The company emphasizes quality, operational reliability, and traveler satisfaction rather than simply focusing on volume. The idea is to allow partners to distribute experiences with confidence, without having to build their own local network of providers.
From a technological standpoint, the press release indicates that Civitatis Pro integrates various distribution solutions: a professional platform, API integrations, white-label solutions, co-branding, widgets, dedicated links, and customized agreements. This architecture aims to support both assisted sales models and more integrated and automated environments.
Regarding support, Civitatis emphasizes having specialized teams that assist travelers before, during, and after their activity. In the tourism industry, this is crucial. For a partner, the difference between a simple inventory provider and a true ally often lies in the quality of operational support.
Finally, sales support is a core element of the message. Verónica de Íscar, Chief B2B Sales Officer at Civitatis, explains: “We want every tourism professional to find in Civitatis Pro much more than just an activity provider: a true partner capable of helping them sell more, optimize their operations, and offer a distinctive experience to their clients. This is the key difference between selling individual experiences and building a lasting relationship with each of our partners.”.
What this really changes for tourism professionals
In my view, the real news isn't the launch of a new brand per se. The real news is Civitatis's deliberate rise in the B2B tourism experience market. Travel is increasingly sold through what happens on-site. Activities, transfers, and tours are no longer just add-ons. They are becoming a direct lever for differentiation, average spend, and customer loyalty.
According to the press release, Civitatis now offers services in more than 4,200 destinations, connects more than 1.2 million travelers each month with local activities, has over five million verified reviews , and boasts an average rating of 9.1 out of 10.These figures come from the company itself, but they demonstrate the strength of the foundation on which Civitatis Pro.
For travel agencies, the potential benefit is clear: easier integration of experiences into their offerings. For tour operators, the challenge lies in seamless distribution and the ability to enrich customer journeys. For technology partners, the key is connectivity and flexible integrations. And for the market as a whole, the launch serves as a reminder of a simple reality: tourism has become a true B2B arena of competition.
Why this launch could shake up the market
I think tourism professionals would be wrong to classify Civitatis Pro as just another corporate announcement. This launch reveals something deeper about the evolution of travel. Players who can combine catalog, technology, support, and sales guidance will have a significant advantage in distributing travel experiences.
With Civitatis Pro, Civitatis is sending a clear message: the group wants to have a greater impact on the global B2B business environment. And in a market where travelers increasingly expect seamless, simple, and value-driven experiences, this ambition deserves close attention.
Sources
https://www.civitatis.com/fr/agences/
https://connectivity.civitatis.com/en
https://www.civitatis.com/en/providers/
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