Spanish Tourist Board's Slogans & Taglines

Spanish Tourist Board (Turespaña) is the national tourism organization of Spain responsible for promoting the country as a premier international destination. Established in the early 20th century and formally structured under modern governance, the organization has driven Spain’s rise to become one of the world’s most visited countries. In 1983, it adopted the iconic Sol de Miró logo designed by artist Joan Miró, which became a global benchmark for destination branding. Today, it operates international campaigns across more than 70 countries, promoting Spain’s diverse offerings from Mediterranean coastlines and world-class gastronomy to cultural heritage and sustainable inland experiences.

Brand messaging has evolved from the 1930s claim Spain is different to the 1984 international debut Everything under the sun, which defined the country’s diverse appeal for nearly a decade. The pandemic-era campaign introduced You deserve Spain, emphasizing rest and emotional reconnection. In 2025, the organization launched Think you know Spain? Think again, pivoting toward lesser-known inland destinations and sustainable tourism.