Together, we shape the destination: Acttiv’s journey from animation to tourist entertainment

For over two decades, Acttiv has been synonymous with tourist animation in Spain. The word “animation” defined a service that filled guests’ time in hotels and campsites. Activities, shows, games… offerings that occupied free time and became a holiday classic for families. But as travellers and destinations evolved, what once sufficed to entertain an audience soon became inadequate. “Animation” began to sound isolated, secondary. And yet, within that seemingly minor space, the very heart of the tourist experience was taking shape: shared emotion, real connections, and lasting memories.

Aware of this shift, Acttiv is entering a new chapter. A process of evolution that goes beyond animation to position the company as a leader in a broader, more transformative concept: tourist entertainment. A category that’s more than just a collection of activities, it’s the integration of creativity, training, technology, consultancy and evaluation. A thread that connects spaces, teams and people, turning each stay into a truly memorable experience.

And like any meaningful transformation, this new phase called for a new way of telling our story. That’s why Acttiv is not only launching a new era, but also a new brand identity and a new website, both a showcase and a mirror of this renewed direction.

A shift in mindset

“Stop filling time and start making time meaningful.” This line, taken from our brand narrative, captures the philosophy behind this change. Because holidays aren’t measured in hours, they’re measured in memories. And when designed with purpose, entertainment can bring meaning to every moment.

Acttiv’s new direction isn’t a rebrand or a simple image refresh. It’s a strategic evolution that expands our value proposition. It’s no longer about isolated activities, but about creating cohesive experiences that give purpose to every guest’s time. Today’s travellers want more than dazzling shows or fun games, they long for experiences that connect them to themselves, to those they travel with, and to the destination they’ve chosen. That genuine connection, the harmony that arises when everything is aligned, is what transforms a property into a true destination.
It’s not about adding activities, it’s about crafting a travel story. And that’s where Acttiv steps in as a strategic partner for hotels and campsites, offering a 360º vision that includes entertainment consultancy (covering operations, concept development and data), experience design, talent recruitment and training, programme digitalisation, and evaluation of guest satisfaction impact.

The power of connection

At Acttiv, we don’t see guests as spectators, we see them as protagonists. Every shared smile, every moment of fulfilment, every authentic experience is understood as the true measure of success. We don’t count success by the number of activities delivered, but by the emotional imprint they leave behind.

In this sense, the brand promise “creating connection, generating harmony” takes on special meaning. “Connection” means real coordination between hotel teams, all working in sync so that guests feel everything flows naturally. And “harmony” is that intangible yet unmistakable atmosphere that turns a space into an experience: the right pace, the coherence between what’s promised and what’s delivered, and the feeling that every moment has meaning.

This new story is summed up in a new tagline that replaces the classic “Taking fun seriously”. From now on, Acttiv proudly proclaims: “Together, we shape the destination.” A phrase that encapsulates the idea that entertainment isn’t an add-on, it’s the soul that brings each journey to life.

A new website for a new chapter

As part of this transformation, the new Acttiv website is not just a visual redesign, it’s the digital embodiment of our new mindset. The site, acttiv.es, has been conceived as a dynamic, living and approachable space that brings the essence of our renewed positioning into the digital world.

More modern, more intuitive and more inspiring, the website transparently showcases how the company now understands tourist entertainment. It’s not just a service catalogue, it’s a narrative showcase that reflects our brand promise: “Together, we shape the destination.” Every section has been designed so that clients, partners and professionals can see how we turn stays into experiences, and how having entertainment professionals on board can transform a hotel or campsite into more than just a place to sleep: into somewhere people truly want to return to.
With bold visuals, clear messaging and a style that blends energy and warmth, this new digital space is a key part of our brand identity.

More value for guests, clients and professionals

Acttiv’s evolution creates impact across every area of the industry:

• For hotels and campsites: a trusted partner offering strategy, creativity and measurement tools. We integrate entertainment with the establishment’s brand to enhance guest satisfaction and increase the value of the destination.
• For professionals: growth pathways (including leadership, languages and soft skills), specialised training, and the elevation of the entertainer’s role.
• For the tourism sector: shared knowledge, higher standards and open collaboration to keep raising the bar for the entire industry.

The story of a shared future

The new Acttiv reflects a deep conviction: tourism is, above all, about people. Holidays are those rare moments when people allow themselves to reconnect, to pause, to discover. Acttiv aims to be the bridge between those experiences, the engine that gives meaning to time, the spark that turns the everyday into the unforgettable.

And on that journey, the new website plays a key role: communicating in a coherent, inspiring and accessible way what tourist entertainment means today and how Acttiv makes it happen.

Because in the end, what makes a destination truly memorable isn’t its infrastructure or isolated services, it’s the experiences guests live there. At Acttiv, we know that well. That’s why we’ve moved on from animation to embrace tourist entertainment.
A shift that is not only strategic, but also deeply emotional. And it can be summed up in one simple, powerful idea: Together, we shape the destination.