From “Spain is Different” to Sustainability: Four Decades of Tourism Campaigns Reimagined

Spain’s national tourism campaigns have undergone a remarkable transformation over the last 40 years — from the iconic and somewhat eccentric “Spain is different” slogan of the 1980s to today’s refined, sustainability-focused global branding strategy.

A new retrospective, published by El País Semanal, explores the evolution of Turespaña’s marketing efforts, highlighting how Spain’s self-image has shifted in tandem with global travel trends, economic shifts, and political context. Once reliant on sun, sand, and siesta tropes, the country now presents itself as a modern, diverse, and environmentally conscious destination.

The early years of the campaign leaned heavily on Spain’s unique cultural identity and its Mediterranean charm, often using flamboyant imagery and warm, playful slogans that felt worlds apart from the greyer tones of northern Europe. These adverts helped revive tourism in the post-Franco era, positioning Spain as a welcoming escape from the ordinary.

The 1990s and early 2000s introduced a more refined message, embodied by the famous Joan Miró-inspired sun logo, which remains a recognisable element of Spanish branding today. During this period, advertising began to embrace regional diversity, showcasing everything from Basque cuisine to Andalusian flamenco, and from Catalan architecture to Canary Island volcanoes.

However, the 2008 financial crisis prompted a notable pause in ambitious campaign rollouts, with budgets slashed and fewer international placements. It wasn’t until the recovery years — and the injection of EU pandemic recovery funds — that the national tourism board launched its next-generation marketing strategy.

Today’s approach is shaped by NextGenerationEU investment and focuses squarely on sustainability, inclusivity, and quality over quantity. Recent campaigns highlight off-season travel, nature and ecotourism, local gastronomy, and slow travel experiences. The aim is not only to attract tourists but also to preserve local cultures and reduce environmental strain on popular destinations such as Barcelona, Seville, and the Balearic Islands.

Turespaña’s new direction reflects Spain’s dual challenge: maintaining its position as one of the world’s top three tourist destinations, while adapting to climate realities and overtourism concerns. With more than 85 million international visitors in 2023, the balance between economic gain and sustainability is more delicate than ever.