Valencia’s new tourism campaign « Euro Weekly News
Valencia tourism campaign. Credit: Facebook, Spain.info
Turespaña launches an international push to revive tourism after recent storm damage.
Spain is pushing Valencia into the limelight with its latest international tourism campaign. The Spanish Tourism Institute, Turespaña, has launched ‘Valencia: Love it like we do’, a campaign designed to promote the region after the devastating Dana storm, by sharing heartfelt stories from locals who truly adore their city.
The campaign is ‘based on people and local recommendations that demonstrate the Mediterranean character and human warmth that is experienced in Valencia.’
Real voices, real Valencia
What makes this campaign stand out is its personal angle. Rather than flashy slogans, it features voice messages from Valencians who want visitors to “fall in love” with the region the way they have.
The campaign offers ‘an exhaustive look at its interior landscape, its bike routes, its light, its museums, its coves and beaches, its paella and also its baked rice.’ These elements are what make the city ‘one of the most attractive destinations in the world.’
Turespaña is going all in on digital, with the campaign set to launch across social media in Europe and North America starting in April 2025. The media plan targets 11 million international travellers in countries including the US, Canada, Mexico, the UK, Ireland, the Netherlands, France, Italy, Belgium, Germany, Switzerland, Austria, Norway, and Sweden, generating 44 million impressions.
As the press release notes, the video content is ‘multi-format for vertical and horizontal advertising spaces,’ and available in Spanish, English, French, German, and Italian.
What’s clever about this campaign is that it’s not one-size-fits-all. Specific creatives have been designed ‘for different types of travellers to achieve high effectiveness with segmented audiences (solo travellers, young people, families, and seniors).’
Each version shines a spotlight on the best of the region, from nature and art to gastronomy and sports.
In a proud nod to Valencia’s own talent, the campaign was created entirely by local professionals. Even the soundtrack is homegrown, composed using two songs that appear in the Valencian Rhapsody by the Valencian composer Manuel Penella.
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