Spain Reimagined: Evolving a Nation Brand for Smarter, Sustainable Tourism

As one of the world’s top tourism destinations, Spain faces a pivotal challenge: how to protect its global appeal while advancing toward a more balanced, sustainable, and diversified tourism model.

In this keynote, the CMO of Turespaña will present the strategic thinking behind the country’s new global brand campaign — and how Spain is reshaping its narrative to connect with modern travelers, support local territories, and lead a new era of purposeful tourism.