40 years building Spain’s brand: from Everything under the sun to conscious travel
Inland tourism, nature tourism, and authentic local experiences take center stage in Spain's new tourism narrative
To celebrate its 40th anniversary, Turespaña unveils an international campaign that breaks away from the classic sun-and-beach imagery to place inland tourism and the slow-travel movement in the spotlight. This strategy aims to reposition Spain’s tourism brand around the values of sustainability, authenticity, and diversity within the destination, while celebrating the legacy it has built since 1985 as a global leader in tourism promotion. Over four decades, Spain’s tourism brand has become one of the country’s strongest assets in marketing its international presence. Through constant evolution, Turespaña has masterfully interpreted market shifts and social values to craft a national story that both inspires and attracts, evolving from a celebration of the sun to a richer, more conscious, and diverse offering. In 1985, Spain welcomed 30 million tourists, with tourism accounting for 6% of the GDP. Today—with over 94 million visitors and a 12% contribution to the national economy—this brand strategy is more vital than ever. "Spain’s brand is more than just a logo. It represents a set of values and attributes associated with our country, defining its tourism identity. Over the past 40 years, the 11 campaigns developed by Turespaña have helped build one of the world's most powerful tourism brands, driving Spain’s success as a top destination. This 12th campaign marks a milestone as it expands the values and attributes of Spain’s tourism brand to embrace the country’s inland, Cantabrian, rural, and natural regions. For the first time in four decades, the regions themselves have actively collaborated with Turespaña to shape the story, deciding what to showcase and how. The result is an innovative, flexible, and deeply collaborative campaign that breaks free of our historic molds to reveal a plural, authentic, and diverse Spain. This is an ambitious endeavor that solidifies Spain’s leading role in tourism and presents the country to the world with a fresh, broader, and more sustainable vision," declares Miguel Sanz, Director General of Turespaña. This new international campaign, launched in June, represents a paradigm shift. It aims to broaden Spain’s tourism concept—not change it—as our island, Mediterranean, and major urban destinations remain the country’s greatest tourism assets. The goal is to reveal more of Spain: a different Spain, in which international travelers can enjoy and experience the country’s lesser-known and most surprising destinations from a new perspective. Hence the claim “Think you know Spain? Think again.” With it, the organization hopes to showcase a diverse, green country brimming with authentic experiences, while highlighting inland landscapes, local culture, and a deep emotional connection to the land.
Turespaña’s key historical campaigns
- Everything under the sun (1983–1991): the first international slogan, highlighting Spain’s diversity and sunny destinations.
- Passion for life (1992–1995): introduced passion as the essence of the Spanish lifestyle.
- Spain by… (1996–1997): a black-and-white visual campaign created by international photographers.
- Bravo Spain (1998–2001): celebrated European cultural enthusiasm with a striking aesthetic.
- Spain Marks (2002–2003): one of the most creative campaigns, showing how Spain leaves a lasting impression on its visitors.
- Smile, you are in Spain (2004–2009): conveyed a friendly, direct, and universal message.
- I need Spain (2010–2016): a message with global ambition and a focus on Asia. This campaign was heavily centered around sports and gastronomy, supported by chef Ferran Adrià and the Spanish national soccer team, world champions in 2010.
- Spain is part of you (2017–2020): marking a return to the emotional concept of travel memories.
- You deserve Spain (2020–2024): following the pandemic, this campaign championed the right to rest and relaxation in Spain.