In the wake of the devastating floods in Spain’s Valencia, Turespaña has launched an international ad campaign to revive tourism following the damage from the Dana storm. The Spanish Tourism Institute’s ad campaign invites visitors, writing: “Valencia: Love it like we do.”

In a series of heartfelt stories, locals who truly love their city describe the effects of the flood devastation, hoping for tourism to boom once again. Examples of the ad campaign are included throughout this page.

‘Valencia: Love It Like We Do’ ad campaign to attract travelers

The new ad campaign is ‘based on people and local recommendations that demonstrate the Mediterranean character and human warmth that is experienced in Valencia.’

Meanwhile, what makes the new ad campaign truly stand out is its personal touch. Rather than flashy slogans, the campaign features voice messages from Valencians who want tourists to “fall in love” with the region the way they have. Furthermore, the ad campaign is set to run from March to April 2025.

Moreover, the campaign takes “an exhaustive look at its interior landscape, its bike routes, its light, its museums, its coves and beaches, its paella and also its baked rice,” adding that elements are what make the city “one of the most attractive destinations in the world.”

Turespaña goes digital

Turespaña has officially gone digital with its new ad campaign set to launch across social media in Europe and North America, starting in April 2025. The ad’s plan is to target 11 million international travelers from countries like Austria, Belgium, Canada, France, Ireland, Italy, Germany, Norway, Sweden, Switzerland, the Netherlands, the UK and the US, generating some 44 million impressions.

According to the press release, the video content is “multi-format for vertical and horizontal advertising spaces,” and will be available in English, French, German, Italian and Spanish. The clever side is that the ad campaign is not one-size-fits-all.

Certain creatives were designed “for different types of travelers to achieve high effectiveness with segmented audiences,” including solo travelers, seniors, young people and families. Each version shines a spotlight on all the best options in the region, from art, gastronomy, nature and sports.

Valencia ad campaign created by local professionals

Meanwhile, in the same spirit, the ad campaign was created entirely by local professionals. Moreover, the soundtrack is also home-grown and composed, including two songs that appear in the Valencian Rhapsody by the local composer, Manuel Penella.

Visit Spain’s Valencia this spring and summer and learn to love it just as much as the locals do. Learn more from the Turespaña website.