Valencia tourism campaign invites the world to love the city like locals, offering a heartfelt and authentic window into one of Spain’s most beloved destinations. The new international campaign, launched by Turespaña, is centered around the voices and experiences of Valencians who share what makes their city so special.
Rather than relying on flashy visuals or scripted messages, the campaign uses real voice recordings from residents expressing their affection for their hometown. The message is clear: Valencia is not just a destination—it’s a feeling, a way of life, and a place worth falling in love with.
Set against the backdrop of recent storm-related disruptions, the initiative also signals a strong recovery for Valencia’s tourism sector. It highlights everything from the region’s serene inland landscapes and scenic bike routes to its famed beaches, vibrant museums, rich culinary traditions, and warm Mediterranean light. Whether it’s a plate of paella or a quiet moment on a coastal cala, the campaign paints a picture of a destination that offers both depth and delight.
Turespaña, the Spanish Institute of Tourism under the Ministry of Industry and Tourism, designed the campaign with a special focus on emotional connection and cultural authenticity. The strategy includes a massive social media rollout targeting travelers across Europe and North America, beginning in April 2025. It aims to deliver 44 million impressions to 11 million users with a strong interest in international travel.
The campaign features video content in five languages—Spanish, English, French, German, and Italian—and is tailored for both vertical and horizontal advertising formats. Designed with precision targeting, it appeals to different types of travelers, from solo adventurers and youth explorers to families and seniors. Each segment highlights attributes like friendship, art, gastronomy, nature, beach life, and city culture, reflecting Valencia’s diverse appeal.
The creative production was led entirely by a Valencian team, and the soundtrack was inspired by two traditional melodies featured in the “Rapsòdia Valenciana” by composer Manuel Penella. This artistic touch reinforces the campaign’s deep local roots while offering international audiences a genuinely immersive experience.
For travelers considering a trip to Spain this year, Valencia may now feel more personal and inviting than ever. The campaign doesn’t just sell a city—it extends an invitation. It encourages visitors to see Valencia through the eyes of those who live there and to embrace the city’s natural warmth, authenticity, and rhythm.
As destinations around the world look to connect with tourists on a more human level, Valencia’s approach could become a model for emotionally intelligent travel marketing. By giving locals a voice and making travelers feel like part of the story, this campaign may inspire many to book their next trip—not just to see Valencia, but to feel it.
Have you ever visited a place that felt like home? Would you travel to Valencia to experience it through the eyes of its people? Tell us in the comments below—we’d love to hear your thoughts!
