Eulogio Bordas Rubíes

Founder partner

"Tourist destinations face increasing competition and urgently need to sell more, to more people, more times and for more money."

Contact Eulogio Bordas Rubíes:


Degree in Economics and business from the university of Barcelona Diploma in Hotel and Restaurant Management from Cornell University, USA.


Eulogio Bordas established THR Asesores en Turismo, Hotelería y Recreación in 1985, which is today a leading company in tourism consultancy. After more than 35 years of experience in the tourism sector, Eulogio has achieved international recognition for his visionary approach to this ever changing world.

Under his leadership, THR has designed projects for more than 800 companies and destinations, hotel chains and investment groups. Moreover, it has worked with governments from over 70 countries as well as international organisations such as UNWTO, the EU, the IDB, etc. Eulogio is a firm believer that competitiveness is brought about by unique concepts that tell their own story. This is why he created Dream Resorts & Hotels, a one-of-a-kind company in its field which specialises in designing and promoting state of the art tourist resorts.

Concerning concept development, Eulogio has a rare ability to constantly innovate and produce unique and context-relevant ideas, thus establishing new paradigms. He is, without a doubt, a expert at identifying the potential and viability of destinations and projects. Amongst many other things, he is member of the prestigious Tourism Research Centre and former President of UNWTO Affiliate Members (2008-2001).

Relevant projects

Resorts and investment development in over 15 countries:

  • Restructuring of Playa de Palma (Spain)

  • Ben Mansour Kenitra (Morocco)

  • Falcon Island Resort (Dubai). Paracurú(Brazil)

  • Design of themed hotels in Port Aventura - Universal (Spain)

  • Thaghazout Resort (Morocco)

  • Identification and analysis of tourist investment opportunities in the state of Veracruz (Mexico)

  • Identification and analysis of tourism investment opportunities (Dominican Republic)

  • Etc.

Tourism marketing plans for:

  • Spain, the Basque Country (Spain), Andalucia (Spain), Uruguay, Balearic Islands (Spain), Greece, Croatia, Seville (Spain), Sauipe Coast (Brazil), Andorra, Mexico, Argentina, Cape Verde, Belgium, the Canary Islands (Spain), Val de Loire (France), etc.

Tourist commercialisation plans for:

  • Bolivia (in the USA and in South America)

  • Chile

  • Cancun (in Europe)

  • Europe (in the USA)

  • Etc.

Strategic tourism development and competitiveness plans for:

  • Inagua Islands (The Bahamas)

  • Hangzhou (China)

  • Strengthening of tourist municipalities (Panama)

  • Istria and Losinj (Croatia)

  • State of Veracruz (Mexico)

  • Asturias Region (Spain)

  • Guanajato (Mexico)

  • Barcelona (Spain)

  • Costa Brava-Girona (Spain)

  • Lanzarote (Spain)

  • Ibiza (Spain)

  • Etc.

Tailor-made design, implementation and management of operational marketing campaigns for relevant tourist destinations:

  • Creation of Romania's national tourist brand

  • Creation of tourist brands, design of promotional material and advertising campaigns for tourist destinations in Huatulco, Puerto Escondido and Oaxaca (Mexico)

  • Creation of tourist brand and design of promotional material for Estoril Coast (Portugal)

  • Implementation of Marketing Plan for Sauipe Coast (Brazil)

  • Creation of the Centroamerica tourist brand and design of its management plan

  • Creation of Cancun's (Mexico) tourist brand and design of its public relations and promotion campaigns

  • Creation of Argentina's tourist brand, implementation of promotion and advertising campaigns as well as consultancy concerning its participation in fairs

  • Advertising campaign for the Canary Islands

  • Advertising Camaign for Andorra

  • Etc.

Some successful stories

Global strategic plan for Relais & Châteaux

Global strategic plan for Relais & Châteaux

Relais & Châteaux is the world's largest luxury hotel association. The majority of its hotels are located in

Spain's strategic marketing plan

Spain's strategic marketing plan

After an intense collaboration with Turespaña's technicians and the Spanish private sector, THR designed a strategic

Tourism marketing plan of Greece

Tourism marketing plan of Greece

The Greek National Tourism Organization (GNTO) hired THR to design a marketing plan. The main tasks of this mission

Cancun's promotion plan in Latin America and Europe

Cancun's promotion plan in Latin America and Europe

The objective of this project was to create a strong tourist corporate identity for Cancun, which was well positioned

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