{"id":120971,"date":"2025-06-26T11:43:50","date_gmt":"2025-06-26T09:43:50","guid":{"rendered":"https:\/\/thediplomatinspain.com\/?p=120971"},"modified":"2025-06-26T11:49:30","modified_gmt":"2025-06-26T09:49:30","slug":"a-rocket-toward-spains-void","status":"publish","type":"post","link":"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/","title":{"rendered":"A rocket toward Spain’s void"},"content":{"rendered":"
Alberto Barciela<\/strong><\/h5>\n

In response to current affairs that demand it, it seems appropriate to focus Spain\u2019s international tourism promotion on a three-pronged axis grounded in fashionable concepts such as economic, social, and environmental sustainability. What\u2019s more questionable is doing so under a slogan\u2014perhaps here it\u2019s better not to call it a slogan\u2014like \u201cThink You Know Spain? Think Again\u201d, which, while translating accurately as \u201cThink you know Spain? Think again,\u201d feels rather restrictive in terms of audience. It doesn\u2019t seem aimed at attracting new travelers, but rather at encouraging repeat visitors to switch their options.<\/p>\n

This, they say, is Turespa\u00f1a\u2019s first international tourism campaign, and it\u2019s claimed to be focused on inland Spain and sustainable tourism, as if previous efforts hadn\u2019t emphasized nature, rural tourism, or the Camino de Santiago\u2014the very paradigm of institutional coordination and of benefiting diverse geographic areas\u2014urban, rural, sunlit, or sandy\u2014with an undeniably rich cultural foundation. Nothing new under the sun: a beautiful collection of images, but a blurred core, perhaps caused by poorly understood political demands or born from uninspired creativity burdened by a large budget\u2014pressuring decision-makers to push forward at the expense of the country\u2019s longstanding golden goose located in high-demand territories, which can radiate benefits across the entire nation.<\/p>\n

It is conceivable\u2014though difficult to imagine\u2014that someone visiting the Prado or the Guggenheim, or Barcelona or M\u00e1laga, or the Canary Islands or the Balearics, or Andalusia or the Levant, would end up in Albacete or Teruel, even in Badajoz with its own distinctive beauties. What seems impossible is the reverse. A pilgrim in Santiago de Compostela, under sun or rain, may enhance their experience by attending the Xinzo da Limia carnival, visiting a winery in A R\u00faa de Pet\u00edn, or stopping at a spa as part of well-designed train+bus routes\u2014but imagining a Japanese tourist\u2014excluding camelias enthusiasts\u2014going to rural Galicia only to circle Lugo\u2019s walls, celebrate Christmas in Vigo, or visit A Coru\u00f1a is far-fetched. A different and magnificent Spain exists, but most foreign tourists primarily seek to replicate our relaxed, safe, close-knit Mediterranean lifestyle, underpinned by unrivaled value for money.<\/p>\n

Instead of building the house from the roof, we should encourage Spaniards to appreciate what\u2019s close by, to swap the Caribbean for the Canary Islands, the Balearics, or the Mediterranean. Or to rediscover the depopulated Spain that has already benefited from rural tourism plans, monument restorations, the cleaning of rivers and reservoirs with beaches, hunting and fishing, rehabilitation of historic centers and landmarks\u2014and countless public aid programs at European, national, regional, and provincial levels\u2014tied to a remarkably ambitious infrastructure modernization plan.<\/p>\n

Jordi Hereu\u2014this campaign represents a bid to attract international tourists traveling off-season or to lesser-known destinations. It\u2019s a worthwhile goal, and he is among the most diligent, serious, and effective politicians\u2014he already demonstrated this at HISPASAT\u2014but this rocket could veer off course or implode if the engineers misplace its thrusters. The country\u2019s external strength lies in well-defined concepts: sun and beach, competitive prices, safety, lifestyle, service\u2014and iconic assets: art, monuments, museums, major sports teams and triumphant individuals, traditional centuries\u2011old festivals like Carnivals, Semana Santa, San Ferm\u00edn, Feria de Abril, etc.; forests, snow, unique villages, landscapes of sublime beauty\u2026 No one visits Spain\u2014especially from distant countries\u2014for some lost Mud\u00e9jar arch in a small Andalusian village when they can visit the Alhambra.<\/p>\n

It\u2019s ironic that the push to promote emptied\u2011out Spain coincides with the removal of train stops in inland stations. Something\u2019s amiss in the coordination between tourism and transport. Doing things well in appearance does not guarantee the best results. And this could have serious consequences when referring to the country\u2019s leading industry\u2014the one that generates the most wealth and employment. Perhaps Turespa\u00f1a shouldn\u2019t\u2014or perhaps it should\u2014address issues like workforce training, airport operations and facilities, sufficient customs staffing, streamlined procedures, polite multilingual service, plentiful efficient taxis, and intermodal connections\u2026 but if all these elements worked properly, they would help spread word\u2011of\u2011mouth about the wonderful experience of visiting this unique country, which can operate twelve months a year and must find ways to prevent 90% of Spanish tourism from concentrating in just a few dates and locations. And all this under the umbrella of an increasingly professionalized sector, with better entrepreneurs and the greatest willingness to be effectively served by their public counterparts.<\/p>\n

We have everything under the sun. There\u2019s no need to overthink it\u2014we just need to promote it with real intelligence. Turespa\u00f1a has always been highly effective, even if it occasionally errs or fails to invite\u2014or be attended by\u2014the most representative associations. Together, once we review the formal lists, the media, and the objectives, we can reach for the stars\u2014but first we must reconcile, coordinate, clarify goals, and understand the market.<\/p>\n

If we are\u2014or are about to become\u2014world leaders, what\u2019s not working? Think it over, and you may uncover more emptiness beneath the veneer. Don\u2019t be fooled, Mr. Hereu: the destination must be smart, but to get to Castelldefels, you must go through Barcelona. No ifs, no buts.<\/p>\n","protected":false},"excerpt":{"rendered":"

Alberto Barciela In response to current affairs that demand it, it seems appropriate to focus Spain\u2019s international tourism promotion on a three-pronged axis grounded in fashionable concepts such as economic, social, and environmental sustainability. What\u2019s more questionable is doing so under a slogan\u2014perhaps here it\u2019s better not to call it a slogan\u2014like \u201cThink You Know […]<\/p>\n","protected":false},"author":365,"featured_media":120962,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":null,"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":{"view_counter_number":"0","share_counter_number":"0","like_counter_number":"0","dislike_counter_number":"0"},"jnews_post_split":{"post_split":[{"template":"1","tag":"h2","numbering":"asc","mode":"normal","first":"0","enable_toc":"0","toc_type":"normal"}]},"footnotes":""},"categories":[168],"tags":[],"class_list":["post-120971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tribune"],"yoast_head":"\nA rocket toward Spain's void - thediplomatinspain.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A rocket toward Spain's void - thediplomatinspain.com\" \/>\n<meta property=\"og:description\" content=\"Alberto Barciela In response to current affairs that demand it, it seems appropriate to focus Spain\u2019s international tourism promotion on a three-pronged axis grounded in fashionable concepts such as economic, social, and environmental sustainability. What\u2019s more questionable is doing so under a slogan\u2014perhaps here it\u2019s better not to call it a slogan\u2014like \u201cThink You Know […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/\" \/>\n<meta property=\"og:site_name\" content=\"thediplomatinspain.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/thediplomatinspain\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-26T09:43:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-26T09:49:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thediplomatinspain.com\/wp-content\/uploads\/2025\/06\/think-spain.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"gonzalezbarcos\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@diplomatinspain\" \/>\n<meta name=\"twitter:site\" content=\"@diplomatinspain\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"gonzalezbarcos\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/\"},\"author\":{\"name\":\"gonzalezbarcos\",\"@id\":\"https:\/\/thediplomatinspain.com\/#\/schema\/person\/0354586a9259bb458a86a424f65bb784\"},\"headline\":\"A rocket toward Spain’s void\",\"datePublished\":\"2025-06-26T09:43:50+00:00\",\"dateModified\":\"2025-06-26T09:49:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/\"},\"wordCount\":890,\"publisher\":{\"@id\":\"https:\/\/thediplomatinspain.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/thediplomatinspain.com\/wp-content\/uploads\/2025\/06\/think-spain.webp\",\"articleSection\":[\"Tribune\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/\",\"url\":\"https:\/\/thediplomatinspain.com\/en\/2025\/06\/26\/a-rocket-toward-spains-void\/\",\"name\":\"A rocket toward Spain's void - 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