Think You Know Spain, Think Again
The Tourist Office of Spain in Canada has offered a sneak peak at its upcoming promotional campaign and it involves showcasing sides to the country not linked to its many beaches.
Office director Isabel Martin Benitez told a Wednesday Toronto gathering that the 2026 campaign will have the tagline, “Think you Know Spain? Think Again.” with Martin Benitez telling her audience that the tourist office will be updating people on sites and attractions “that are beyond the traditional ones.”
Spain sees huge numbers of visitors annually, many drawn by beach stays on its long coast. However, the upcoming campaign will include mention of other landscapes, including mountainous ones.
“Canadians really want to discover new destinations in Spain,” said Martin Benitez, adding Spain is coming off a strong year in the Canadian market.
This year has seen Canadian vacations lasting an average of 2 more days in Spain compared to 2024, with average length of stays rising from 6 to 8. Arrival numbers in May and July eclipsed the peaks of 2024, and Martin Benitez predicted the momentum will continue.
The tourist office noted the launches of direct flights from carriers such as WestJet and Air Transat, boosting access to Spain through gateways like Toronto, Montreal, Calgary, and Halifax.
But Martin Benitez reported that Spanish carrier Iberia will begin year-round Toronto-Madrid service in June, coinciding with what she said is growing interest among Canadians in visiting Europe during winter.
Other upcoming air service will see Air Canada link Montreal and Palma de Mallorca and WestJet carry people from Halifax to Madrid.
Martin Benitez noted the ACTA International Conference was held in the interior city of Leon this fall, which attracted travel agents from across this country. “I have to say it was a very good experience. It was a good opportunity to show part of Spain that was not really known (in Canada).”
[See the Nov. 24 issue of Canadian Travel Press for a full report on the ACTA event]
As well, the tourist board will celebrate World Tapas Day in June, an actual week-long tribute to that staple of Spanish dining.
Other developments include Montreal hosting the Spain Tourism Summit — which will draw travel agents from across North America.
Martin Benitez also used the evening to state that travel within Spain is easy, thanks in part to its high-speed trains.
More information about Spain can be found at https://www.spain.info/en/.
