You deserve Spain, the new campaign from TURESPAÑA to attract international tourists

During the presentation ceremony to the main representatives of the Spanish tourism sector and the Spanish and international media, held at the Parador Nacional de Alcalá de Henares, the minister stressed that Spain "is ready to reopen to the world very soon and welcome all those who want to treat themselves to a perfect holiday after the worst year of our lives".

She stressed the need to offer "confidence and security to travellers" and assured that international tourists can "plan their holidays in Spain now" because our country is a guarantee of "security and quality" and has a "wide and diverse tourism offering that guarantees the best experience for travellers who choose Spain, especially during the summer period due to its sun and beach destinations".

Maroto stated that the green digital certificate that will guarantee mobility within the European Union (EU) will be launched in June. "This certificate, together with the good pace of the vaccination process, will allow us to reassure international travellers and present Spain as a safe destination".

The campaign, developed by Turespaña, aims to transport travellers to a state of tranquillity and rest, as well as enjoyment and carefree after all that the pandemic has put them through. The minister stressed the need to encourage people to break the psychological barrier created by the pandemic, which can condition many people to stay at home and not travel abroad. "You deserve Spain is synonymous with trust, security and quality, three attributes that encourage people to travel to our country," she stressed.

Miguel Sanz, Director General of Turespaña, stressed that "this campaign is designed taking into account the main factors that can serve as leverage for the reactivation of the desire to travel and, more specifically, to travel to Spain, mainly among those who have visited us before. It is a campaign that aims for a rapid and strong recovery in international tourism this summer".

'You deserve Spain' campaign

The campaign is designed to reinforce the positioning of Spain as the main holiday destination for the main outbound markets (United Kingdom, France, Germany, Italy, Belgium, Sweden, the Netherlands and Poland) and responds to the exceptional situation caused by the pandemic.

This campaign aims to attract international tourists by overcoming three obstacles: deciding to travel, travelling outside the country, and finally, getting them to choose our country as their holiday destination.

The campaign will run from May to July almost entirely digitally on social media. For the launch, it will be strengthened in the UK, France and Germany with print advertising in major newspapers and in travel and lifestyle magazines, together with outdoor advertising on digital street furniture, buses and on giant screens in iconic locations.

It will be aimed at different targets (young people, adults, families and seniors) presented in different environments of our destinations, such as sun and beach, the Camino de Santiago, urban or inland and nature.

Non official translation