Elevating the destination narrative for Spanish Tourism

Turespaña is tasked with a significant challenge: shifting the perception of Spain from a summer sun destination to a year-round cultural powerhouse. 

For their major multi-channel campaign with The Telegraph, they required more than just standard copy, they needed a Spanish travel expert who could provide the strategic depth and insider knowledge necessary to engage a high-net-worth, culturally curious audience.

I worked as both the lead content creator and a destination consultant on this campaign. I didn't just write to a brief, I helped shape it. Leveraging my in-depth knowledge of the country's hidden corners and cultural nuances, I developed the primary angles and narrative arcs that defined the project.

I worked closely with the Telegraph team to identify untold stories, moving the focus away from the obvious hotspots to highlight the soul of the interior, the artisanal traditions of the north, and the avant-garde culinary scenes of the cities.

To ensure the highest level of authenticity, I conducted extensive interviews with local guides, winemakers, and cultural tastemakers. These first-person insights provided the editorial weight that a Telegraph reader expects, positioning the content as a trusted briefing rather than an advertisement.

I produced a suite of high-impact content, including long-form digital features and aspirational print articles. Each piece was designed to evoke a sense of place, ensuring that Spain was positioned as a premium, multi-layered destination.

The result was a campaign that felt like a series of insider secrets rather than a tourism push. 

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