GuruWalk

GuruWalk is an online marketplace for the tourism sector, connecting local guides with travellers. The platform uses a 'pay what you want' model, which is comm

GuruWalk
GuruWalk
Type of site
Online marketplace
Founded14 December 2017; 8 years ago (2017-12-14)
Headquarters
Valencia
,
Spain
Area servedWorldwide
FounderJuan Castillo López
Key peopleJuan Castillo López (CEO)
IndustryTourism, travel technology
ProductsFree walking tours, tourist activities
URLwww.guruwalk.com


GuruWalk is an online marketplace for the tourism sector, connecting local guides with travellers. The platform uses a 'pay what you want' model, which is common in 'free tours' (users book for free and tip the guide voluntarily afterwards).[1][2]

History

GuruWalk was launched in 2017, after being founded by Juan Castillo López in Valencia (Spain), as a platform designed to connect independent tour guides with travellers interested in city tours.[3]

In 2019, the company secured funding in a first round involving private investors and organisations linked to the start-up ecosystem.[4]

During the COVID-19 pandemic, which particularly affected the tourism sector, GuruWalk achieved record turnover figures.[5] By then, the platform was operating in multiple cities internationally.[4] Its expansion, and that of other platforms, has been linked to the growth of digital tourism intermediation services.[6]

In 2025, the company was selected to participate in Euronext’s IPO Ready programme, designed to prepare companies for potential initial public offerings.[7]

Business model

GuruWalk is a digital platform that connects tour guides with users. The platform enables travellers to book tours without paying anything upfront, while guides earn income through voluntary contributions from participants. The company generates revenue through commissions applied to managed bookings.[2]

This model is considered to fall within the scope of the platform economy as applied to urban tourism, and has been analysed in specialist industry publications.[4]

Controversies

The growth of free tour platforms has sparked debate within the tourism sector.[8] Professional guide associations have criticised this model, arguing that it could allow unaccredited guides to operate in certain destinations. These groups claim that this raises issues regarding tourism regulation and competition within the sector.[1][9]

Some analyses of the tourism sector have noted that the growth of these platforms is part of wider changes related to the platform economy and the greater flexibility of tourism services. Platforms such as GuruWalk have stated that guides operating through their services must comply with local regulations applicable to each destination.[2]

Initiatives and reception

In 2024, following the floods caused by a cold drop or 'dana' in the Valencian Community, the company launched a solidarity-based mobility initiative via a car-sharing platform to help those affected.[6][10]

Various international media outlets, including Time Out, Infobae and Islands Magazine, have cited some data on urban tourism and pedestrian-friendly cities compiled by GuruWalk.[11] [12] [13] Press publications, mainly in Latin America, have featured the rankings and lists compiled by the platform.[14]

References

  1. ^ a b López, José Ángel Plaza (2018-08-01). "GuruWalk, el polémico Airbnb de las visitas turísticas". El País (in Spanish). ISSN 1134-6582. Retrieved 2026-06-01.
  2. ^ a b c Canalís, Xavier. "Guruwalk: la start-up española que revoluciona los free tours". Hosteltur.com, noticias de turismo (in European Spanish). Retrieved 2026-05-18.
  3. ^ Hughes, Neil C. (2017-10-30). "How a Spanish travel startup is making a difference to the international community". TNW | Contributors. Retrieved 2026-05-18.
  4. ^ a b c "Guided tours startup GuruWalk raises €1M to fuel pay-as-you-go model". www.phocuswire.com. Retrieved 2026-05-18.
  5. ^ «GuruWalk, la startup ha hecho récord de facturación en 2020». Smart Travel News.
  6. ^ a b Aitana Palomar S. "Lanzan una plataforma de coche compartido para ayudar a los valencianos tras la DANA" National Geographic (November 5, 2024)
  7. ^ Escudero, Rubén (2025-01-29). "Velca, Guruwalk o Satlantis, entre las 15 compañías españolas bajo la mentoría de Euronext para salir a bolsa". El Español (in Spanish). Retrieved 2026-05-18.
  8. ^ Daviu, Oriol (2020-02-08). "Trabajar por propinas y en control remoto, la 'uberización' de los 'free tours'". www.publico.es (in Spanish). Retrieved 2026-06-01.
  9. ^ "Los "tours colaborativos" desatan la indignación de los guías profesionales". Tourinews (in Spanish). 2018-02-05. Retrieved 2026-05-18.
  10. ^ "La valenciana GuruWalk ofrece coches compartidos gratis para ayudar a los afectados por la DANA". El economista (November 5, 2024)
  11. ^ Houghton, Amy (2025-05-19). "Two legendary Scottish cities are among the 100 most walkable in the world right now". Time Out United Kingdom. Retrieved 2026-05-18.
  12. ^ Johan Manuel Largo "Así fue como tres ciudades colombianas conquistaron el podio mundial del turismo a pie: enamoran con su magia" Infobae (May 30, 2025)
  13. ^ Koh, Desiree (2025-06-18). "The World's Most Walkable City In 2025 Is A Sun-Drenched Easy-To-Explore Capital Packed With Iconic Sights". Islands. Retrieved 2026-05-18.
  14. ^ Bernal, Angie Tatiana Rodriguez (2026-02-12). "GuruWalk Awards 2026 destacan a Madrid y Lisboa como capitales globales del 'free tour' y confirman la expansión de experiencias especializadas". El Tiempo (in Spanish). Retrieved 2026-05-18.

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