Clúster

• The organization begins its anniversary by reflecting on the role of the Spain brand and strengthens its agenda with two market presentations on China and Portugal.

Turespaña kicked off the commemoration of its 40th anniversary with a day focused on the evolution and future of the Spain tourism brand. Under the slogan “40 years building the Spain tourism brand” the meeting brought together institutional representatives, destination marketing professionals, and key figures in its history, such as its first director, Ignacio Vasallo.

The event, opened by the Secretary of State for Tourism, Rosario Sánchez, and the current CEO of Turespaña, Miguel Sanz, served to review the milestones achieved in these four decades and anticipate the challenges that will shape Spain’s global positioning in the coming years. In this regard, the commitment to a new approach with the future Slow Travel campaign, focused on nature and inland tourism, and the diversification of audiences, was highlighted.

The event included two roundtable discussions that analyzed the evolution of Spain’s image, from the historic “Everything Under the Sun” to more current narratives that seek to highlight a broader and more sustainable tourism offering.

In addition to the commemorative events, Turespaña continues to roll out its international promotion agenda. This May, it is organizing two virtual market presentations aimed at Spanish tourism destinations and companies. On May 14, the focus will be on the Chinese market, with the participation of the Beijing and Guangzhou Tourism Organizations (TTOs), along with companies such as inspektour GmbH and TravelLink. On May 21, it will be Portugal’s turn, with the Lisbon Tourism Organization (TTO) analyzing the Portuguese market and featuring contributions from Agencia Abreu, Time4travel, and Travel Store.