Letter from the General Manager of Turespaña

Dear tourism professionals, On this occasion, I am especially proud to present the new campaign, “Spain, a country for everyone,” in which we convey how we are an open, accessible destination for everyone.

This campaign aims to show how Spain has established itself as a leader in initiatives that enable both people with disabilities or special needs who live in our country and those who visit us to enjoy unforgettable experiences alongside their loved ones, families, or travel companions. “Spain, a country for everyone” chronicles the journey of Paul and Matheu, a couple who discover and enjoy the richness of our country through different accessible experiences. Paul, who has a vision impairment, embarks on a fulfilling and exciting journey with Matheu through places as diverse as the bustling streets of Madrid and the sun-drenched beaches of Altea on the Alicante coast. A journey that highlights how universal accessibility helps make Spain an open, welcoming destination able to inspire every visitor through the many ways of experiencing and enjoying each adventure. Thanks to the ONCE Foundation collaboration for the Cooperation and Social Inclusion of People with Disabilities, which works to improve their quality of life, and accessibility experts, the campaign accurately and authentically reflects the diversity of travelers who choose our country each year. All of the elements have been designed to meet real-world criteria for comprehensibility, readability, and inclusion, because we believe that a truly excellent destination is one that expands opportunities, eliminates barriers, and allows visitors to enjoy everything it has to offer with equal access and autonomy. Spain ranks among the destinations best equipped to offer experiences that are accessible to everyone. Museums with sensory exhibits, such as the Gallery of the Royal Collections (Madrid) or the Vivanco Museum of Wine Culture (La Rioja); inclusive wine tourism experiences such as those offered by Bodegas Valdemar or  Bodegas Gargalo; accessible restaurants such as Umániko by ILUNION Hotels; and barrier-free natural spaces such as the El Soplao Cave (Cantabria), or the Vigo Sensory Garden; and innovative initiatives such as the Campings For All network are just a few examples of how Spain is working to ensure that every traveler can discover the destination independently, comfortably, confidently. With “Spain, a country for everyone,” we aim to continue strengthening Spain’s international positioning as a welcoming, innovative, and accessible destination —a country where every traveler can find memorable experiences and where accessibility becomes an added value that enriches the tourism offering and expands its opportunities for growth. Spain is a country that can be enjoyed in many different ways and by people of all abilities. Thank you very much for being part of an industry that works every day to make tourism a more open, inclusive, and enriching experience for everyone. Warm regards, Miguel Sanz