We win the Prado Museum again.


31 May, 2024

We win the Prado Museum again.

The Prado Museum once again trusts GVAM to operate its audio guide and group services.

Spain’s most visited museum and one of the most important worldwide has once again awarded GVAM its visitor guiding service. This four-year contract will allow GVAM to implement a new system of interactive guides, intelligent navigation systems, and tools for measuring visitor behavior data.

GVAM already won this international tender in 2022, and at that time, its offer was the best rated. On this occasion, the Museo Nacional del Prado has once again rated GVAM’s offer above those of other Spanish and French companies. The technological solutions already implemented in the previous period will be consolidated with this new contract, allowing for the completion of the digital transformation of this crucial service for the Museum. GVAM’s mobile applications and smart devices serve more than 300.000  visitors each year, generating over 1,5 millions of euros in revenue for the Prado.

The new visit applications will be based on version 7 of GVAM’s Ventour system, providing an effective navigation system while adapting to the visitor’s needs at each location and at each moment of the visit: tour listings, AI-powered search engines, interactive maps, immediate location of artworks, etc. New augmented reality and gamification tours will also be developed to provide an exclusive experience to visitors in more than 15 languages. All of this complies with the latest sensory accessibility standards.

The contents of the permanent collection will be complemented with new itineraries and temporary exhibitions, created by a team of expert art scriptwriters, as well as audiovisual and UX professionals. The service will be supported by more than 3.500 devices, including smart guides and group systems, along with a team of 17 people who will help the Prado meet the levels of excellence and satisfaction that Spain’s leading museum must demand.

Finally, GVAM’s data capture, analysis, and dashboard creation system will provide the Prado’s XXX System with exclusive information that will allow the programming to be tailored to tastes and define strategies that make museum visits an unparalleled experience. At GVAM, we believe that the real experience of Spanish painting masterpieces is a physical feeling that cannot be substituted by virtual visits, but it can be enhanced through digital systems like those to be used at the Prado.


GVAM consolidates its position as a leader in the sector with over 3 million direct users and 70% of audio guide services in Spain’s major museums and monuments. In small and medium-sized museums, heritage cities, and tourist apps, GVAM is also a nationally recognized company. Technological transformation and operational solvency are the keys to this success.