Dear tourism professionals, I am delighted to share one of Turespaña’s most significant milestones of the year: the launch of our new international campaign, coinciding with the institution’s 40th anniversary.

Under the slogan “Think you know Spain? Think again”, this campaign marks a turning point in the international marketing strategy undertaken by Spain’s tourism brand. Our goal is clear: to position the country as a sustainable and authentic destination, aligned with the values of responsible tourism. The campaign targets a more conscious international traveler who prefers to travel off-season, stays longer at their destination, and aims to leave a positive impact on their surroundings. These tourists include empty nesters, young, solo female travelers, and families committed to sustainability. For the first time, a Turespaña campaign will highlight some of the mainland’s lesser-known inland areas. As part of this, filming was carried out in collaboration with 12 Spanish regions, spanning over 60 locations to reveal a surprising Spain: bursting with culture, nature, and authenticity. What’s more, this is Turespaña’s first international campaign co-created alongside destinations, featuring a coordinated rollout in international markets through co-marketing initiatives. We hope this fresh perspective will inspire you to rediscover Spain through a more diverse and sustainable lens. Your collaboration and enthusiasm are vital to spreading this message further than ever before. Let us continue working together to promote a version of tourism that enriches travelers and benefits our destinations. Thank you for being part of this journey, Miguel Sanz CastedoTURESPAÑA Director General