Turespaña launches new international advertising campaign: “Think You Know Spain? Think Again”

Press release 1.7.2025

Turespaña launches new international advertising campaign: “Think You Know Spain? Think Again”

• This is the first campaign that showcases a different side of Spain, focusing on the country’s most surprising and lesser-known destinations, while promoting sustainable tourism.

• The aim is to position Spain as the ideal destination for slow travel – a travel style that encourages enjoying the country’s cultural and natural heritage at a relaxed pace that benefits local communities.

• The campaign was created in collaboration with 12 autonomous communities and filmed in over 60 locations.

• Targeted at 21 markets across Europe, North America and Latin America, the campaign is expected to reach an audience of over 47 million potential tourists with more than 50 million full video views.

A new way to experience Spain

On June 26, the Tourism Institute of Spain, Turespaña, launched its new international campaign “Think You Know Spain? Think Again”, introducing a different way of discovering Spain: surprising, lesser-known destinations to enjoy and experience from a new perspective.

The campaign is part of Turespaña’s updated strategic marketing approach, responding to the challenges of today’s tourism and social context, which increasingly discusses the limits of tourism growth and its impact on host communities. It aligns with the Spanish Tourism Strategy “España Turismo 2030”, which promotes a more sustainable, responsible, and locally beneficial tourism model.

The campaign’s goal is to position Spain as the perfect destination for slow travel, encouraging visitors to explore lesser-known areas, preferably out of season and with longer stays that support sustainable tourism development. At the same time, it seeks to enhance Spain’s image as a country committed to responsible tourism.

Turespaña plans to invest around 30 million euros in marketing and advertising over the next three years.

About the production: Think You Know Spain? Think Again

The campaign was filmed over five weeks across much of Spain, featuring three main types of travelers: a solo young traveler, a family with a child, and a couple without children. It includes several video formats designed for digital and social media platforms.

The campaign’s slogan, “Think You Know Spain? Think Again”, directly challenges viewers to reconsider their perception of Spain by showcasing unexpected and hidden gems.

This is also Turespaña’s first international campaign created in direct collaboration with regional governments, both in the production and international media phases. It was shot in 12 autonomous communities and over 60 locations.

The first phase launched in June through paid social media ads (Instagram, YouTube, TikTok) across 21 markets in Europe, North America and Latin America. The campaign includes co-marketing efforts from several autonomous communities and is expected to reach more than 47 million potential tourists, generating over 50 million full views and 29 million minutes of attention.

All traffic will be directed to a dedicated landing page: https://www.spain.info/en/thinkyouknowspain
This site features an interactive campaign video and showcases the routes taken by each character. An estimated 230,000 visits are expected.

Future campaign extensions will include more locations (covering all autonomous communities), new segments (such as LGTBIQ+ tourism), and additional markets in Asia and the Middle East. These campaigns will complement Turespaña’s broader strategy to diversify promotional efforts.

#ThinkYouKnowSpain

About Turespaña

Turespaña is the Spanish National Tourism Organization under the Ministry of Industry and Tourism, through the State Secretariat for Tourism. Its mission is to maintain and strengthen Spain’s global leadership as a tourist destination while improving the competitiveness and sustainability of the tourism sector – economically, socially and environmentally – by effectively managing international tourism demand.