Strategic ecosystem mapping for Murmuration’s expansion into the Spanish sustainable tourism sector

Abstract

This thematic paper explores the strategic entry and long-term positioning of Murmuration, a French geospatial intelligence company, within Spain’s sustainable tourism innovation ecosystem. In response to the growing demand for climate-informed governance in tourism, the study examines how Murmuration’s environmental monitoring and data analytics capabilities can align with the decentralized and publicly funded smart destination framework in Spain. Drawing on stakeholder theory and ecosystem-based innovation approaches, the paper employs qualitative desktop research and case-based analysis to map public institutions, private technology firms, integrators, and funding bodies across national and regional levels. Chapter 3 outlines the methodological structure used to identify ecosystem actors, analyze their roles and influence, and evaluate institutional and funding alignment. Findings in Chapter 4 present a categorized stakeholder map, functional role assessment, and influence–interest matrix, highlighting strategic partners such as SEGITTUR, Smart Tourism Offices, Red.es, and Horizon Europe consortia. Based on these findings, Chapter 5 proposes a phased entry roadmap emphasizing institutional anchoring, pilot deployment in high-readiness cities, funding integration, and ecosystem visibility. The paper concludes by identifying long-term positioning pathways and acknowledging limitations related to data access and field validation, while recommending future research through local interviews and pilot monitoring. This research contributes to both Murmuration’s internationalization planning and to broader strategies for climate-tech actors seeking entry into publicly driven tourism innovation systems.