Turisme Comunitat Valenciana Bets on Attitude in 2024 Tourism Push
Turisme Comunitat Valenciana launched a 2024 institutional advertising campaign built around the concept 'Our attitude makes tourism,' developed by Agencia Estimado and published in Spain in June 2024, using an integrated creative system of five thematic sub-campaigns spanning video, radio, print, outdoor, and digital banner formats to position the Valencian Community as a forward-thinking, adaptable destination, according to Caixabankresearch.
The campaign addresses a brief centred on training, excellence, sustainability, digitalisation, and tourism intelligence — the five pillars that Turisme Comunitat Valenciana identified as defining priorities for the regional tourism sector during the 2022 and 2023 planning cycle. Rather than leading with landscape imagery or seasonal offers, the institutional advertising approach places regional character at the centre of the brand argument, asserting that the Valencian Community's open, hospitable, and welcoming disposition is itself the competitive asset, according to Mintur Gob.
In Spain, where destination marketing operates at national, autonomous-community, and municipal levels simultaneously, the pressure on regional bodies such as Turisme Comunitat Valenciana to differentiate is structural rather than cyclical. The campaign runs across the Spanish market and is delivered in both Spanish and Valencian language versions, reflecting the bilingual cultural identity of the Valencian Community, according to Valencia. The Clapboard Score for this campaign is 63 out of 100, reflecting a structurally coherent creative system with clearly articulated thematic territories and an integrated media footprint, though limited publicly available performance data constrains a fuller assessment.
Agencia Estimado grounded the campaign's strategic logic in a single insight: adaptability is both a behavioural trait and a marketable destination quality, according to Comunica Gva. The brief called for the campaign to convey readiness for new tourism scenarios — a framing that speaks directly to industry pressures around post-pandemic recovery, sustainable growth, and digital transformation that characterised the Spanish travel and leisure sector in the years leading up to 2024.
In Spain, tourism is a structurally significant economic pillar. According to CaixaBank Research, the tourism sector has consistently accounted for a substantial share of Spanish GDP, with the Valencian Community ranking among the leading autonomous communities for international visitor arrivals. The strategic decision to anchor the campaign in an attitudinal proposition — 'Nuestra actitud nos hace turismo' — rather than product or price reflects a longer-term brand-building objective consistent with institutional advertising norms. The five thematic territories of excellence and quality, responsible tourism, tourism intelligence, digital transformation, and training are each treated as a discrete sub-campaign, allowing hyper-segmentation of messaging across trade and consumer audiences while maintaining a unified brand voice.
The competitive context is demanding. Within the Spanish Mediterranean destination set, the Catalan Tourist Board drives substantial consideration for Catalunya as a rival coastal and cultural destination. Beyond Spain's borders, global online travel agencies and large hotel groups compete for the same traveller attention. Turisme Comunitat Valenciana's institutional advertising approach differentiates by targeting industry stakeholders and informed travellers simultaneously, using a values-led frame that OTA advertising cannot replicate.
Agencia Estimado constructed the campaign as a single global concept expressed through five fully independent but thematically coherent sub-campaigns. Each sub-campaign carries its own executional identity while remaining legible as part of the 'Our attitude makes tourism' system — a creative architecture that allows the work to function at both an institutional brand level and at the granular level of individual tourism policy themes.
The production output is extensive for a regional institutional campaign. Five video spots were produced in 20-second, 30-second, and one-minute edits, providing broadcasters and digital platforms with format-appropriate versions across the full media plan. Five radio spots in 20-second and 30-second lengths extend the campaign into audio environments, while five print designs, five outdoor and large-format executions, and five animated banner designs complete a genuinely integrated media footprint. The parallel Spanish and Valencian language versioning of all assets reflects not only regulatory expectation but a deliberate act of cultural respect that reinforces the campaign's hospitality narrative.
One sub-campaign — 'Sostenibilidad: Nuestra Actitud nos hace Sostenibles' (Sustainability: Our Attitude Makes Us Sustainable) — is documented as a discrete creative execution within the campaign system. The thematic specificity of each sub-campaign means the creative team at Agencia Estimado had to maintain tonal and visual coherence across five distinct subject areas without allowing the system to feel mechanical. Production credits for the full campaign beyond the agency attribution to Agencia Estimado are not publicly documented in available sources. The campaign was submitted by Agencia Estimado and published formally in Spain in June 2024.
No independently verified post-campaign performance data for the 'Our attitude makes tourism' campaign is publicly available at the time of writing. The figures that can be confirmed from available records are engagement metrics on individual creative assets: the sustainability sub-campaign accumulated 316 views and two likes on the platform where it was submitted. These numbers reflect niche professional platform engagement rather than campaign reach, and should not be read as audience delivery figures.
What the campaign's structure does make analytically assessable is its capacity for sustained institutional impact. The one-global-concept, five-sub-campaign architecture is consistent with best practice for public-sector destination marketing, where budget efficiency and message coherence across a multi-year period matter as much as short-term reach metrics. MarketingDirecto published positive editorial coverage of the broader campaign territory in July 2023, according to available records, indicating trade press recognition of the strategic approach ahead of the June 2024 formal publication date.
The global context adds further weight to the campaign's rationale. According to Market Research Future, the global tourism market is forecast to grow at approximately four to five percent annually, with long-term projections indicating substantial expansion through 2034. For Turisme Comunitat Valenciana, an institutional advertising campaign that builds durable brand equity around the Valencian Community's values — rather than chasing short-cycle promotional metrics — positions the region to capture a share of that growth through sustained destination reputation rather than transactional messaging.
'Our attitude makes tourism' is a 2024 institutional advertising campaign by Turisme Comunitat Valenciana, created by Agencia Estimado and published in Spain in June 2024. It uses one global concept expressed through five thematic sub-campaigns covering sustainability, excellence, digital transformation, tourism intelligence, and training, delivered across video, radio, print, outdoor, and digital formats.
Agencia Estimado created the 2024 tourism campaign for Turisme Comunitat Valenciana. The agency developed the central concept 'Nuestra actitud nos hace turismo' and produced the full integrated creative system, including five video spots, five radio spots, five print designs, five outdoor executions, and five animated banners across Spanish and Valencian language versions.
The campaign addresses five core themes identified by Turisme Comunitat Valenciana as regional tourism priorities. These are excellence and quality, responsible tourism, tourism intelligence, digital transformation, and training. Each theme becomes a discrete sub-campaign with its own executions while remaining part of the unified 'Our attitude makes tourism' brand concept developed by Agencia Estimado.
Agencia Estimado built the campaign as one global concept with five sub-campaign adaptations. The media footprint includes fifteen video edits across three lengths, ten radio spots in two lengths, five print designs, five outdoor and large-format designs, and five animated banners. All assets were produced in both Spanish and Valencian, covering broadcast, outdoor, print, and digital environments simultaneously.
Turisme Comunitat Valenciana's 2021 campaign, 'Whoever Has Lived It Knows Well,' was created by Serviceplan Spain and featured Valencian actor Nacho Fresneda alongside a poem by Lope de Vega. The 2024 Agencia Estimado campaign shifts from cultural heritage and celebrity storytelling toward an institutional, values-led proposition built around regional attitude and industry readiness.
The Clapboard Score for the Turisme Comunitat Valenciana 2024 campaign is 63 out of 100. The score reflects a structurally coherent integrated creative system with clearly defined thematic territories and comprehensive media coverage, while noting that limited publicly available performance data constrains a fuller quantitative assessment of real-world campaign effectiveness.
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