Turespaña triumphs at the Terres Travel Festival 2026
22-09-2026
The Tourism and Society Think Tank presents the Special Award for Best Ibero-American Tourism Film – TSTT to the campaign “Think You Know Spain? Think Again” in recognition of its creativity and commitment to more sustainable tourism.
The ability to reveal a lesser-known Spain, awaken travellers’ curiosity and connect international promotion with more responsible tourism has earned fresh recognition.
Turespaña’s “Think You Know Spain? Think Again” campaign has received the Special Award for Best Ibero-American Tourism Film – TSTT (Tourism and Society Think Tank) at the Terres Travel Festival 2026. The award honours an audiovisual production that encourages audiences to look beyond familiar images of the country and discover places, landscapes and experiences away from the busiest tourist routes.
The award was presented at the gala held on Friday, 18 September, in Tortosa, as part of this international festival dedicated to audiovisual productions exploring travel, tourism, nature and culture. Bárbara Couto, Turespaña’s Deputy Director-General for International Tourism Marketing, accepted the award, which recognises both the campaign’s creativity and the collective effort to refresh Spain’s tourism image in international markets.
With a message that challenges how well we truly know a destination, the campaign uses cinematic storytelling to invite audiences to see Spain from a different perspective. The international jury particularly valued its ability to explore a side of the country less often seen on screen and offer a portrayal that sparks curiosity. The campaign seeks to give even those who have already visited Spain reasons to return and explore places they have yet to imagine as part of their next journey.
This perspective serves a purpose that extends beyond raising the campaign’s profile. Launched in July 2025, the initiative aims to help achieve a more balanced distribution of tourism across regions and seasons. Its message therefore encourages travel during quieter periods and to less-visited destinations, seeking to broaden the economic and social opportunities associated with tourism and diversify international visitor flows.
Speaking at the Terres LAB industry event, Couto explained how the campaign supports the shift in tourism development promoted by Spain’s Sustainable Tourism Strategy 2030. Its approach positions responsible marketing as a means of creating compelling narratives in an environment where competition for attention is intense. The aim is to strengthen Spain’s brand positioning and connect with audiences whose choices and behaviour can bring greater value to the places they visit.
Within this approach, “slow travel”—taking a more leisurely pace and allowing time to get to know a destination—plays a central role. The campaign encourages visitors to discover landscapes, heritage and cultural traditions through a more unhurried engagement with their surroundings. It showcases Spain’s diversity through experiences that invite travellers to stay, observe and understand, broadening the country’s appeal beyond its internationally renowned destinations.
One of the campaign’s most distinctive features is the institutional collaboration behind its development. It is Turespaña’s first international campaign produced in partnership with Spain’s autonomous communities, with cooperation extending from production and filming to its subsequent international media rollout. In the first phase, filming took place across twelve autonomous communities in mainland Spain and more than sixty locations, creating an audiovisual journey through the country’s richness and diversity.
The campaign was produced by MADRE through the agency IPG Mediabrands, led by Turespaña’s Subdirectorate-General for International Tourism Marketing and its Advertising team. The result brings together creative expertise and regional cooperation in an initiative designed to make tourism communications a practical contribution to sustainability, diversification and greater value from tourism activity.
The Terres Travel Festival award adds to other accolades received in 2026. The campaign won a Silver award at the US International Awards in the Online and Social Media category for Country Promotion and was a finalist at the New York Festivals TV & Film Awards. These achievements raise the profile of an initiative that invites audiences to rediscover Spain and highlights the power of audiovisual creativity to inspire different ways of travelling.
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