Casa Batlló, Marbella Club and Made for Spain and Portugal join the most demanding level of tourism excellence in a model that analyses more than 150 parameters and includes a mandatory annual review.
At a time when high-impact tourism is gaining ground in Spain’s international positioning, the country is strengthening its private certification model of excellence. SIE, Spain is Excellence currently has 67 certified members throughout the country and is consolidating its most demanding category, the SIE Laurel Seal, which distinguishes six new entities following new additions and internal promotions.
The move is not part of an expansion strategy based on volume, but rather a structured evaluation system that seeks to raise the standard of premium Spanish tourism.
A system that measures excellence with more than 150 parameters
Unlike other symbolic certifications, the SIE model analyses more than 150
measurable criteria, covering:
- Service quality and overall customer experience
- Team management and training
- Real and traceable sustainability
- Heritage conservation and enhancement
- Cultural authenticity and brand consistency
- Governance and strategic model
Certification does not end with the awarding of the seal. There is a mandatory annual review, continuous monitoring and even the possibility of withdrawal if standards are not maintained.
‘Spain cannot compete solely on volume; it has to compete on excellence. Our goal is for international visitors to identify the SIE seal as a real guarantee of quality, sustainability and authenticity,’ says Ana Alonso, CEO of SIE, Spain is Excellence.
Tourism excellence as a strategic lever
The model is being reinforced in a context in which high-spending travellers generate a significantly greater economic impact than conventional tourists and demand experiences linked to culture, heritage, gastronomy and well-being.
In this scenario, differentiation no longer depends solely on infrastructure or location, but on verifiable standards that support the quality and consistency of the experience.
The SIE Laurel Seal: the most demanding category
Within the ecosystem, the SIE Laurel represents the highest level of distinction. It is not an automatic step, but a category reserved for those entities that exceed the basic criteria and act as ambassadors for the Spanish model of excellence.
In this new stage, three members have been promoted after passing a reinforced evaluation:
- Monastery of San Pelayo (Castile and León)
- Villa Tenor (Canary Islands)
- Castilla Termal Monasterio de Valbuena (Castile and León)
And three projects are joining directly with the highest distinction:
- Marbella Club (Andalusia)
- Casa Batlló (Catalonia)
- Made for Spain and Portugal (Madrid)
Their direct entry into Laurel means that they meet the highest standards established by the system from the moment they join.
Territorial distribution of the SIE model
The network of 67 members includes five-star hotels, international museums, cultural institutions, tourist destinations, DMCs and gastronomic projects in nine autonomous communities.
Communities with SIE members Laurel
Andalusia
- Marbella Club
- Anantara Villa Padierna Palace Marbella
- La Donaira
- Costa del Sol Tourism
Madrid
- Four Seasons Madrid
- Rosewood Villa Magna
- URSO Hotel & Spa
- Thyssen-Bornemisza National Museum
- Made for Spain and Portugal
- The Real Thing
- Vestige Collection
Catalonia
- Casa Batlló
- Catalonia Premium
Castile and León
- Monastery of San Pelayo
- Castile Thermal Monastery of Valbuena
Canary Islands
- Villa Tenor
Communities with SIE members
Certified members include projects such as:
Madrid
- Fundación MAPFRE
- Galería Canalejas
- VP Plaza España Design
- HM Hospitales
- Welojets
- Viajes Singulares
- The Arc Collection
Andalusia
- Turismo Andaluz
- Sotogrande
- Inspiring Soho
- Marbella Trips
- La Organic – La Almazara
Galicia
- Unique Galicia DMC
- MEGA Mundo Estrella Galicia
Castile and León
- Las Médulas Foundation
Castile-La Mancha
- Castile-La Mancha Tourism Board
Extremadura
- Extremadura Regional Government
Valencia
- Viajes Maravia
Canary Islands
- Villas Alondra Lanzarote
2026: selective growth and international consolidation
By 2026, SIE plans to incorporate new members and expand the Laurel category, maintaining a selective model that prioritises quality over volume.
With 67 certified projects and 19 entities at its most demanding level, the system consolidates a clear narrative: Spanish tourism excellence is not an abstract concept, but a measurable, auditable and constantly evolving standard.
Source: Press Department SIE, Spain is Excellence