The Instituto de Turismo de España, known as Turespaña, has unveiled an international campaign called ‘Valencia: Love it like we do’ to help revive tourism following the recent Dana weather events. The campaign highlights the unique Mediterranean character and warmth of Valencia through the voices of local residents who wish to share their affection for the region with potential visitors.

This initiative showcases the diverse appealing features of Valencia, including its scenic landscapes, cycling routes, beaches, and not-to-miss culinary delights like paella and oven-baked rice. Turespaña’s targeted social media strategy aims to generate 44 million impressions across Europe and North America, focusing on users who frequently travel internationally.

The video content is presented in several languages, including Spanish, English, French, German, and Italian, ensuring a wide-reaching impact within the tourism market. Turespaña has tailored its promotional creativity to appeal to specific demographics such as solo travellers, families, and seniors to effectively convey values such as friendship, art, and gastronomy.

Produced by a fully Valencian creative team, the campaign also features music derived from traditional Valencian songs, contributing to a culturally rich experience. The campaign aims to not only attract tourists but also foster a deeper connection between visitors and Valencia.