Jul22493 11. The United States has long had a fascination with the cultural excitement of Europe, which is why Valesa Cultural began offering exclusive experiences across the Iberian Peninsula and Morocco. Having been in operation since 1968, initially representing cultural institutions across the US, the agency has blossomed into a beacon of trust in the field of tailored and deluxe European trips, especially when it comes to organising these experiences for groups. For more on this, we caught up with the agency’s owner and general manager, Marcy Forman. -From its roots as a cultural agency for American museums and institutions, Valesa Cultural has evolved into a leading destination management company (DMC) specialising in tailored travel across Spain, Portugal, and Morocco. More than 55 years of being owned and operated by Americans means that the agency knows what other Americans expect when traveling to this part of the world. Valesa offers private experiences ranging from cooking classes with chefs to after-hours museum visits. Working with individuals, couples, families, and groups, the sense of personalisation and exclusivity at the heart of the agency has remained intact since day one, regardless of the client and how demanding their expectations may be. Although the market and what people want from their travels have changed, one thing that has not is the integrity, clarity, and American-style communication Valesa Cultural delivers at every turn, making the agency a favourite amongst the American clientele it works with. 58 years and counting of driving loyalty and success does not come easy, and the agency has hit all of the milestones along this journey by staying true to itself and keeping its team as happy as its clients. Commenting on this, Marcy told us: “Many businesses put clients ahead of their employees, and as they grow, their services feel transactional. We have the opposite approach, maintaining close relationships with suppliers, clients, and within our team.” Taking a closer look at Valesa Cultural’s remarkable team, they are diverse in both age and expertise, with members who have been with the agency for anywhere between seven and 27 years making up its workforce. To this day, about half of the team are Americans, making the client experience even more seamless as they have a deep understanding of their specific needs and any cultural differences that may pose a concern. Whether they are American or not, every team member is wholly aligned with the agency’s quality focus. This quality ethos, which has governed Valesa now for close to six decades, starts with its team personally inspecting everything that they then recommend to clients, something made possible by the agency having local coordinators on the ground in every major city or island across the three countries in which it operates. Marcy explained: “We conduct regular team inspection trips to personally assess new hotels and experiences. This gives us first-hand knowledge of all we offer and an unmatched level of expertise.” “We provide a high level of training from day one, encouraging regular knowledge-sharing meetings, and bringing our team together through wine tastings and meals.” The culture that exists as a result is one of the key drivers behind Valesa Cultural’s status as a trusted DMC in Spain for private experiences, and the genuine joy its team has for working, travelling, learning, and growing together only adds to the experience they provide. Abetting this is the fact that tourism in Spain is today more popular and integrated than ever, with record highs being reached in 2025 and no signs of slowing down. Many of the visitors to the country are seeking the kind of exclusive experiences Valesa Cultural is renowned for. 2026 is set to be no different for the longstanding art and culture experts behind these tailor-made tours across Spain, Portugal, and Morocco, with the full eclipse in August – for which Spain will serve as a privileged viewing location – having already boosted bookings for the agency. Outside of this, Marcy shared with us that Valesa Cultural has some big plans in the works for its Morocco tours, and whilst these are under wraps for now, they are certain to continue raising the bar for private luxury travel across the region. Having organised for some of the most prestigious institutions across the United States, as well as countless groups, couples, and individuals, it is clear that Valesa Cultural is something special in the world of destination management and customized tours. It is for this reason that we are proud to recognise the agency with the well-deserved title of Best Inbound Tour Operator 2026 in our Spanish Business Awards. Contact: Marcy Forman Company: Valesa Cultural Web Address: https://valesacultural.com/ Best Inbound Tour Operator 2026
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