Hereu closes the second edition of ‘Spain is (Much) More’
Voice reading · ~1 min
Minister Jordi Hereu has closed the second edition of ‘Spain is (Much) More’, an initiative led by Turespaña in partnership with Paradores. Over one week, 30 content creators specialized in tourism and nature toured different corners of the country to project an image of Spain built on diversity, sustainability and authenticity, as reported by Nexotur.
The project is right to focus on slow tourism and less crowded destinations, a trend the industry urgently needs to embrace. Having a minister personally close the event shows that the Spain brand is no longer sold only on sun and beach: now it’s about selling territory, culture and genuine storytelling. Choosing Paradores as the operating partner, instead of a major OTAOTAAn online travel agency is a channel that sells accommodation and travel online in exchange for a commission. Booking.com and Expedia are the biggest. They bring volume and visibility, but charge commissions that eat..., reinforces the message of quality over volume.
The risk? That these actions remain pretty Instagram photos with no real distribution plan behind them. For Spain is (Much) More to become more than a hashtag, DMOs and independent hotels need to turn these contents into bookable packages. Authentic experiences are in demand, the question is whether the sales channel will deliver.
Was this article useful?
The daily brief
One sharp travel-industry brief a day. Free.
Editorial content by Notitur. It may contain errors. Verify anything important with the original source.
This article may mention third-party products, companies or services for informational purposes. Notitur does not endorse them and is not responsible for them or for what they offer. Editorial content curated by the Notitur team.
Notitur is an independent digest. It is not the official site of any brand mentioned. Content is editorial and produced with AI assistance and editorial review, and may contain errors. Verify anything important with the original source. This is not financial, legal or investment advice. Some links or blocks may be sponsored or affiliate. Trademarks belong to their owners. You can unsubscribe at any time with one click, and you can request access or deletion of your data at notitur.com/contact.
The daily brief
One sharp travel-industry brief a day. Free.