This paper presents the methodology used and the results obtained in the determination of moisture diffusion coefficient of non-impregnated transformer insulating paper. In order to establish the diffusion coefficient, drying curves of paper samples were obtained by means of thermogravimetric experiments. The diffusion coefficient parameters were found by applying an optimization process based on genetic algorithms. The error function between measured and simulated curves was determined, and the parameters achieving the best correspondence between measured and estimated values were obtained. As a result, a new equation for the diffusion coefficient of non-impregnated insulating paper is proposed, depending on average moisture concentration, temperature and insulation thickness. The proposed coefficient was validated through experimental cases finding a good agreement between the experimental drying curves and those obtained by simulation using the diffusion coefficient. The proposed diffusion coefficient can be used for the determination of the time required to dry power transformers in factory. (C) 2011 Elsevier Ltd. All rights reserved.