An emotional campaign that focuses on Mediterranean character, local recommendations and the warmth that can be felt in Valencia.

The Spanish Tourism Institute (Turespaña), part of the Ministry of Industry and Tourism, has launched the international campaign ‘Valencia: love it like we do’, designed to boost tourism recovery after the DANA floods and reinforce the image of Valencia as a welcoming, authentic and vibrant destination.

The campaign revolves around people and the recommendations only locals can give, highlighting the emotional bond between Valencians and their land. Through real voice messages, visitors are invited to discover everything that makes Valencia unique: from its inland landscapes to its coves and beaches, the Mediterranean light, its museums, cycling as a way to get to know the city and, of course, its gastronomy, with paella and arroz al horno taking centre stage.

Turespaña will amplify this campaign from April on social media, with a special focus on Europe and North America. The media plan includes precise socio-demographic targeting to reach more than 11 million users with a high propensity to travel internationally from priority markets such as the United States, Canada, Mexico, the United Kingdom, Ireland, France, Germany, Italy, the Netherlands, Belgium, Switzerland, Austria, Norway and Sweden, generating up to 44 million impressions.

The campaign is presented in several languages (Spanish, English, French, German and Italian) and in formats adapted to different digital spaces. Specific pieces have also been developed for different traveller profiles (young people, families, seniors, solo travellers), highlighting values such as friendship, art, nature, urban tourism, sport and the authenticity of the Valencian lifestyle.

The entire production —from the creative concept to the music, inspired by traditional Valencian compositions— has been developed by professionals from the Region of Valencia, further reinforcing the local and genuine character of this initiative.