- The award recognises the creativity and collective effort of Turespaña in promoting tourism in Spain with a greater focus on inland destinations and sustainable tourism.
- Bárbara Couto, Deputy Director-General for International Tourism Marketing at Turespaña, accepted the award during the gala held in Tortosa.
The international campaign ‘Think You Know Spain? Think Again’ (“Do you think you know Spain? Think Again’) by the Spanish Tourism Institute (Turespaña) has been awarded the Special Prize for Best Ibero-American Tourism Film – TSTT (Tourism and Society Think Tank) at the Terres Travel Festival – Films & Creativity, an international competition specialising in film and audiovisual productions linked to travel, tourism, nature and culture.
The award highlights the creative quality of the campaign and the collective effort undertaken by Turespaña to project a different image of Spain onto international markets, focusing on less-visited destinations and new ways of discovering the country.
According to the international jury, ‘Think You Know Spain? Think Again’ “presents itself as a cinematic exploration of Spain’s hidden heart. More than just a journey, it offers a subtle shift in perspective: a portrait of a Spain rarely seen on screen and an invitation to look again with fresh eyes”.
Bárbara Couto, Deputy Director-General for International Tourism Marketing at Turespaña, accepted the award during the Terres Travel Festival gala, held on Friday 18 September in Tortosa. Couto, who also took part in the Terres LAB professional conference, noted: “This campaign was created to contribute to the shift in model driven by Spain’s Sustainable Tourism Strategy 2030. Through responsible marketing, we aim to create compelling narratives capable of standing out in a saturated environment, where we compete for attention, and to reposition the Spain brand to attract audiences with more responsible behaviours, whose visits generate greater value for the regions”.
A campaign to diversify destinations and promote more sustainable tourism
Launched in July 2025, ‘Think You Know Spain? Think Again’ addresses some of the tourism sector’s key challenges, such as sustainability and a more balanced geographical and seasonal distribution of its economic and social benefits. To this end, it aims to attract international travellers during periods of lower demand and to less-visited destinations, thereby encouraging the diversification of tourist flows.
The aim of the campaign is to position Spain as a leading destination for ‘slow travel’ and to reinforce the country’s image as a destination committed to a more responsible and sustainable model of tourism.
One of the distinctive features of ‘Think You Know Spain? Think Again’ is that it is Turespaña’s first international campaign developed in collaboration with the autonomous communities, both during the initial production and filming phase and in the subsequent international media rollout. In its first phase, the campaign was filmed in 12 autonomous communities on the Spanish mainland and at more than 60 locations, showcasing landscapes, heritage, culture and experiences off the beaten track.
The campaign, produced by MADRE through the agency IPG Mediabrands (Omnicom), was spearheaded by Turespaña’s Sub-Directorate General for International Tourism Marketing, together with the Advertising team.
The recognition received at the Terres Travel Festival adds to other awards won by the campaign. In 2026, ‘Think You Know Spain? Think Again’ also won a Silver award in the ‘Internet and Social Media / Online and Social Media’ category for Country Promotion at the US International Awards, and was a finalist at The New York Festivals TV & Film Awards 2026.
About the SPANISH TOURISM INSTITUTE (TURESPAÑA)
TURESPAÑA is an autonomous body reporting to the Ministry of Industry and Tourism, via the State Secretariat for Tourism, whose objectives are to maintain and strengthen Spain’s leading position as a global tourist destination; to help improve the competitiveness and resilience of the Spanish tourism sector; and to consolidate a tourism model based on economic, social and environmental sustainability through the efficient management of international tourism demand.
Source: TURESPAÑA