Famed chef becomes Spanish tourism ambassador
Spain has launched a new campaign featuring famed chef Ferran Adria in a bid to reinvigorate its tourism industry.
Tourism authorities launched their "I need Spain" campaign, which they hope will be seen by 400 million people in 40 countries.
"The essence of the campaign is the Spanish lifestyle, which attracts more than 50 million tourists a year," the tourism ministry said in a statement.
The ministry said the campaign is particularly aimed at markets that have traditionally been weak, such as China, India and the Middle East.
The ministry announced Adria, owner of renowned restaurant el Bulli, as a "tourism ambassador".
Spain last year suffered an 8.7 per cent drop in foreign tourists due to the global slowdown, its second straight year of falling visitor numbers.
In 2008, Spain dropped from second to third among the world’s most visited countries, behind top ranked France and the United States.
The country has also suffered from increased competition in recent years from cheaper sunshine destinations in the Eastern Mediterranean such as Turkey and Egypt.
Phil Davies
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
In Italy, the Meloni government congratulates itself for its tourism achievements
Singapore to forbid entry to undesirable travelers with new no-boarding directive