Think you know Spain? Flamenco, football, fiestas and a bit of Gaudí, right? Turespaña—the brains behind Spain’s tourism charm offensive—would like a quiet word. A new international campaign has burst onto the scene, and it’s not selling sangria by the beach. No, this one’s about pausing, breathing, and seeing Spain with new eyes—eyes not glued to a cruise schedule.
In a campaign that’s as cheeky as it is strategic, Turespaña has launched “Think You Know Spain? Think Again”—a bold invitation to travellers to swap their bucket-list tick-boxing for strolls through lesser-known villages, siestas beneath cork oaks, and shared meals with locals who know how to cook paella properly (hint: no chorizo involved).
The goal? Nothing short of recalibrating how the world experiences Spain.
A Slow-Burn Revelation Across 60 Locations
Over five weeks, the campaign traipses over 60 jaw-dropping locations within 12 of Spain’s autonomous communities. That’s right—this is no glossy flamenco reel stitched together in a Madrid studio. In all its rustic, rugged, and radiant glory, it’s the real Spain.
“We wanted to show the Spain you don’t see in guidebooks,” said a campaign insider. “This is Spain beyond the selfie—where stories unfold over long lunches and empty hiking trails.”
The production follows three types of travellers: a wide-eyed solo adventurer, a curious couple without kids, and a spirited family trio. Each represents a different travel rhythm, yet all converge on the same message—slowing down reveals more.
The New Face of Tourism: Sustainable, Responsible, Real
It’s not just a feel-good exercise, either. The campaign is part of Spain’s broader tourism rethink under the “España Turismo 2030” strategy. With mass tourism’s rougher edges now under the microscope—crowds, carbon footprints, and community fatigue—Turespaña is steering its message away from mass and towards meaning.
The idea is to encourage tourists to visit out of season, stay longer, and wander further. It’s about revealing places where locals run the shops, church bells still mark the hour, and strangers still say hello.
“The aim is to rebalance tourism,” said a senior Turespaña spokesperson. “We want visitors to enjoy Spain without overwhelming it—and to leave with a deeper connection than just a sunburn and a fridge magnet.”
It’s a strategy as ambitious as it is overdue. Spain welcomed over 85 million tourists in 2023 alone, many of whom stayed at just a few coastal hotspots. With overtourism nibbling away at local life, the new push is more about dispersing foot traffic than igniting curiosity.
A Multi-Market Megaphone
The campaign rolled out on 26 June with digital ads across Instagram, YouTube and TikTok, targeting 21 countries across Europe, North America and Latin America. With a reach of over 47 million people and a projected 50 million full video views, it’s not so much a whisper in the wind as it is a trumpet blast from a hilltop.
A €30 million media war chest, set to be invested over three years, is backing this. That’s serious coin—and a serious commitment to marketing Spain’s less-travelled trails.
To keep things tidy, the campaign’s digital hub lives at spain.info/en/thinkyouknowspain—a dedicated landing page with interactive videos and story-driven maps that trace the characters’ journeys. It’s expected to attract some 230,000 curious clicks.
A National Effort Worth a Siesta Clap
This campaign is particularly notable because it’s the first time Turespaña has collaborated directly with regional governments internationally. In other words, it’s not just Madrid calling the shots—this is a true patchwork of local flavours and regional pride sewn into the national fabric.
From Galicia’s green highlands to Extremadura’s Roman relics, the campaign gives airtime to places that rarely pass the brochure’s back page.
And it’s only just beginning. Future campaign phases will venture into Asia and the Middle East, with new stories spotlighting LGBTIQ+ travellers and even more unsung destinations if this all sounds like a carefully choreographed pivot—well, that’s because it is.
A Slogan with Swagger—and Soul
“Think You Know Spain? Think Again.” It’s a tagline with a wink. And a challenge.
In a world saturated with cookie-cutter holidays and filtered Insta reels, Turespaña asks travellers to do something radical: experience Spain without rushing it.
It’s not just a destination—it’s a conversation. And, if you’re lucky, a long lunch.
By Bridget Gomez
