Clúster

• The Galician community, a benchmark for ‘Slow Travel’ tourism.

Turespaña’s new international campaign, under the slogan ‘Slow Travel’, champions a more leisurely, authentic, and sustainable way of traveling. Galicia is one of the main protagonists of this promotional campaign, which seeks to attract travelers interested in the local culture, traditions, and nature of less crowded destinations.

Filmed in more than 60 locations throughout Spain, the campaign includes prominent images of the Ribeira Sacra, as well as other areas of inland Galicia such as A Merca and Xinzo de Limia, where scenes from the traditional Carnival were captured. The production also visits enclaves in Asturias, Cantabria, the Basque Country, Extremadura, and Andalusia, creating a collective vision of a lesser-known Spain, but one full of character.

Galicia, in particular, is positioning itself as an ideal destination for those seeking a more introspective experience connected to its surroundings. Rural landscapes, historical heritage, traditional cuisine, and popular festivals are some of the elements highlighted in the campaign’s audiovisual materials.

In addition to the main video, which focuses on conveying the spirit of “Slow Travel,” specific pieces have been produced for each participating community. This content will be distributed in several international markets, with special attention to countries such as the United States and Germany, where interest in tourism in northern Spain continues to rise.

The campaign represents a shift in focus in Turespaña’s foreign promotion strategy, reinforcing the value of inland destinations and their potential to attract a more engaged tourist profile, one who travels year-round and seeks genuine experiences. With this commitment, Galicia and the other regions involved aspire to establish themselves as benchmarks on the international map of quality tourism.