Under this campaign, Spain positions itself as a destination committed to responsible tourism.
Tourspain Launches New International Advertising Campaign: "Think You Know Spain? Think Again"
Miami, 01 from July from 2025
On June 26, Tourspain launched its first campaign focused on sustainable tourism: "Think You Know Spain? Think Again." Under this slogan, the campaign aims to promote slow travel and raise awareness of lesser-known tourist destinations among international travelers.
Responding to the sector’s new demands and Tourspain's new marketing strategy, this campaign is committed to achieving sustainable and responsible tourism that brings even greater benefits to local communities while being mindful of current growth limitations. The goal is to position Spain as the ideal destination for a slower-paced travel style, one that seeks to discover the country's cultural and natural heritage. Additionally, the campaign aims to attract tourists to less-visited cities, extend their stays, and encourage travel outside of peak seasons.
To strengthen its commitment to responsible tourism, around 30 million euros are expected to be invested in marketing and advertising.
Moreover, since this campaign targets international audiences, it features various scenes showcasing different segments of the potential public, which will be available on digital platforms and social media.
One of the most notable aspects of the campaign is that it marks the first international initiative created in collaboration with Spain’s regional governments. The campaign content was filmed in 12 regions of mainland Spain and more than 60 locations. Media outreach began in June on social media platforms and is directed at 21 markets across Europe, North America, and Latin America. The campaign also includes co-marketing efforts with some of the participating autonomous communities. Furthermore, it is available on the landing page https://www.spain.info/en/thinkyouknowspain, along with additional relevant content. To ensure continuity, future extensions are planned, incorporating new content in other locations and targeting other segments, as well as expanding into additional markets such as Asia and the Middle East.
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