Spain is committed to inland tourism and slow experiences
30 July, 2025Coinciding with its 40th anniversary, Turespaña has launched its first international campaign focused on inland destinations, leaving the traditional sun and beach in the background. Under the slogan “Think You Know Spain? Think Again”, the new strategy aims to attract new audiences, encourage off-season travel and highlight lesser-visited places. The campaign involves 12 autonomous communities and will be disseminated on social networks in 21 countries.
With an investment of €30 million over three years, the aim is to transform the perception of Spanish tourism, focusing on sustainability and lasting benefits for local communities. The initiative shows over 60 locations and over 8,000 km travelled, in collaboration with the territories involved.
“For the first time we will showcase completely unknown destinations,” explained Rosario Sánchez, Secretary of State for Tourism, describing the campaign as “courageous and necessary”. With this initiative, Turespaña aims for tourists to “discover Spain” from a different, more diverse, closer and sustainable perspective. This is only the first phase of a strategy that will include new regions, segments such as LGBTIQ+ tourism and emerging source markets.