Connecting culture and technology: Vivaticket’s next chapter in Spain

Vivaticket, a leading provider of ticketing and access control solutions, is strengthening its foothold in Spain through strategic acquisitions and a people-first approach to technology.

These acquisitions, including the integration of local firms Impronta Soluciones in 2023 and Tecteltic On-line in 2024, have not only expanded its market reach but also enriched its technological capabilities. This has enabled the company to rapidly establish itself as a key player in Spain’s dynamic leisure and culture sector.

As Vivaticket expands its reach across Europe and beyond, CEO Silvano Taiani shares with blooloop how Spain has become a strategic hub for innovation, collaboration, and connection, bridging technology and human experience in a market defined by creativity and growth.

Vivaticket’s Spanish growth

Founded in 1999 in Bologna, Vivaticket has evolved from a pioneering Italian ticketing provider into one of the world’s leading developers of integrated access and experience management solutions.

The company’s platforms support a wide range of industries across leisure, culture, and entertainment, offering a comprehensive suite of solutions that includes advanced ticketing systems, access control, CRM tools, cashless payments, and data-driven visitor insights.

Silvano Taiani

Today, Vivaticket operates in 21 countries with installations across more than 50 markets worldwide, supporting some of the most recognisable names in attractions and live events. Its clients include museums, cultural institutions, theme parks, zoos, water parks, theatres, trade fairs, sports clubs, and major festivals, all united by a shared aim of delivering seamless visitor experiences.

At the core of its philosophy is the belief that technology should empower human connection. By combining innovation with a deep understanding of audience behaviour, the company creates digital ecosystems that make every stage of the visitor journey smarter, smoother, and more engaging.

The firm has experienced significant growth in Spain over the last 12 months, with major new clients joining the roster, including Madrid On Ice, Mavidad Bernabéu, Real Betis, P&L Live Music Promoter, L.A. Rock Entertainment and many others.

Looking back at what first motivated Vivaticket to expand into Spain, Taiani says Spain had always been a very attractive country for the company, and one of the markets where he knew Vivaticket wanted to operate.

“This is not only due to its outstanding cultural tradition but also to the diversity of sectors in which to work: music festivals, artist tours, theatre, football, museums… This variety makes Spain a strategic market within Vivaticket's global growth plan.”

Furthermore, Vivaticket was at a pivotal moment in its expansion into the Latin American market and recognised that Spain would be a crucial gateway for this.

“Today we can say that the decision has been a complete success, he adds. “The results and the reception have exceeded our expectations.”

Building on the region’s opportunities

Its commitment to Spain is not just a short-term strategy, but a long-term vision. Vivaticket is committed to staying and contributing to the growth and innovation of the Spanish leisure and culture sector.

When it comes to the unique opportunities that Spain offers in the attractions, live events, and cultural sectors, Taiani says he has observed remarkable growth in cultural consumption in Spain in recent years:

“The latest Survey of Cultural Practices and Habits shows that the last two years have registered the best figures in the previous two decades, confirming the trend we had already been observing.”

This growth is closely tied to technological evolution, which has transformed the way people consume and engage with leisure and culture. “For us, it was the ideal time to enter the market and contribute our experience to the sector through technology.”

Following the pandemic, many in the industry have observed a surge in events and a renewed need for human connection.

“Audiences are increasingly seeking shared, authentic experiences, which has driven a new way of consuming leisure and culture,” says Taiani.

Furthermore, Spain has solidified its position as an international festival destination.

“The climate, the country's culture, and the quality of the promoters' programming have made Spain one of the leading destinations for festival tourism, generating a very positive impact on the sector.”

On the other hand, digital transformation has been crucial. “Both audiences and promoters demand more modern, agile, and secure ticketing processes, capable of integrating each of the services involved in an event, and Vivaticket plays a key role in this.”

Vivaticket’s human approach

Vivaticket differs from existing technology and ticketing providers in Spain, he explains, because of its human approach.

“Although we are a technology company, the value we bring goes far beyond the tool itself. We are personally involved in every project. We don't just offer a system capable of meeting all the needs of an event; we do so in a personalised way, acting as a true strategic partner for each client.”

From a technological standpoint, Vivaticket’s more than 30 years of experience in the entertainment sector allows it to understand firsthand the specific needs of each type of event.

“Thus, we offer ad hoc solutions that go beyond traditional ticketing: access control, cashless systems, consulting, marketing services… all integrated into a single ecosystem.”

See also: Local roots to global reach: Vivaticket shapes the future of ticketing

Notable Spanish clients

Despite having been operating in Spain for just over a year, Vivaticket has already had the opportunity to collaborate with several notable clients.

“Festivals such as Icónica Santalucía Sevilla Fest, Marenostrum Fuengirola, the first European edition of San Diego Comic Con Málaga, Productores de Sonrisas, Ibolele Producciones, Real Betis, along with other football clubs, and the San Sebastián International Film Festival are just some of the projects we have worked on this year.

“These are very representative and important collaborations for us, and they serve as an excellent introduction in such a competitive market.”

When asked if it is a challenge to adapt the company’s services to the needs of Spanish attractions, sports venues, and cultural institutions, Taiani says:

“After more than 30 years of operating in markets as diverse as Italy, France, Australia, the United States, England, Mexico, Singapore, and the United Arab Emirates, we have developed a fully flexible and customisable system, capable of adapting to any event or venue.

“In Spain, it will be no different. Our philosophy is to understand the specific needs of each client and tailor our solutions to offer the best possible service.”

He adds that the team recognises that the needs of a cultural institution are not the same as those of a football stadium or an amusement park. “This is why our approach is based on offering specific developments that improve both internal management and the end-user experience.

“We don't offer a standard product, but rather a service that evolves alongside the client and the audience of each type of event and in each industry.”

Local expertise

The company’s arrival in Spain was accompanied by the acquisition of two local companies with a well-established track record in their respective sectors: Impronta Soluciones and Tecteltic On-line.

“Both were key players and had a solid customer base with whom we have continued working under the Vivaticket brand,” says Taiani.

“From this integration, we have built a team that combines knowledge of the Spanish market with the company's international experience. This allows us to offer a personalised service, tailored to the country's specific needs, backed by the strength of a global group.

“All of this is enabling us to continue acquiring new clients and strengthening our local presence, consolidating our position as a leading partner in Spain.”

Vivaticket continues to innovate

In addition to its expansion into new markets, Vivaticket continues to integrate innovations such as mobile-first solutions, dynamic pricing, and data-driven insights.

“Innovation is one of Vivaticket's fundamental pillars. We continuously work to incorporate new technologies that improve both the user experience and the management of event organisers,” says Taiani.

“We are characterised by always being at the forefront, adapting our solutions to market trends and the real needs of each client. Whether in the digital realm, process optimisation, or data analysis, we seek to offer tools that add value and evolve alongside the industry.”

Other fundamental aspects of the company’s philosophy include sustainability and accessibility, he adds:

“At Vivaticket, we understand sustainability not only from an environmental perspective, but also as a way to create more efficient and durable technological solutions that optimise resources and reduce the operational impact of events.

“Accessibility is also a key focus in the development of our platform.”

This involves designing intuitive, user-friendly digital experiences for all audiences, adapted to any device, as well as providing tools that facilitate access to events, both online and on-site.

“Ultimately, our goal is to contribute, through our systems, to creating a more responsible entertainment sector, where technology helps eliminate barriers and improve the experience for every user.”

Vivaticket: a key partner and a benchmark in the sector

Looking to the future, and discussing how the success of the firm’s Spanish expansion will be measured, Taiani says:

“Our goal is to consolidate Vivaticket as a technological leader in Spain. To achieve this, it is essential to strengthen our relationships with our clients and keep pace with market evolution by providing innovative solutions that deliver real value.

“In five years, we aim to remain a key partner for those who trust us and a benchmark within the sector.”

Vivaticket’s success in Spain highlights the company’s ability to merge global expertise with local insight, providing technology that supports, rather than replaces, the human element of entertainment. By integrating innovation, sustainability, and accessibility, Vivaticket continues to redefine what a smooth and meaningful guest experience looks like.

As the firm expands its growing portfolio of Spanish clients and further establishes its regional roots, its mission stays clear: to be not only a trusted technology provider but also a long-term partner shaping the future of live events, culture, and attractions—both in Spain and around the world stage.

The Vivaticket team will be exhibiting at IAAPA Expo 2025 in Orlando from 18 – 21 November, and can be found at booth #5100.

This interview was translated from the original Spanish.