Hereu closes the second edition of ‘Spain is (Much) More’

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 OTA, 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.