Turespaña introduces its refreshed international campaign, “Think You Know Spain? Think Again,” showcasing a different side of Spain and inviting travelers to embrace meaningful and sustainable experiences. Designed to reshape global perceptions of Spain, the campaign highlights lesser-known regions that showcase the country's cultural depth, natural beauty, and community-based heritage.

Aligned with the España Turismo 2030 strategy, Turespaña's new approach addresses evolving global tourism needs and inviting visitors to travel with intention, spend more time in local communities, and explore beyond the iconic coastline and major cities, revealing an authentic, lesser-seen side of Spain.

The campaign positions Spain as a global leader in responsible tourism. By emphasizing slow travel, community engagement, cultural immersion, and environmentally respectful experiences, Turespaña invites visitors to discover Spain… differently.

SLOW TRAVEL IN SPAIN

Spain's regions champion a way of travel that values depth, connection, and sustainability over speed and volume. Slow travel here means:

• Wandering through medieval streets and artisan quarters
• Eating with local producers and discovering regional flavors
• Exploring national parks, UNESCO sites, and rural villages
• Participating in workshops, traditions, and cultural rituals
• Choosing quality time, meaningful exchanges, and longer stays

This is Spain beyond the obvious, where authenticity is not curated, but lived. This season, The Spain Tourism Board calls on travelers to slow down, look deeper and experience Spain with fresh perspective. The campaign offers a new lens on the country's cultural and natural richness, encouraging journeys that create lasting connections.