Spain’s Tourism Posters: New Book Traces a Century of Visual History

International

Publication presents more than 400 posters illustrating Spain’s graphic, cultural and political evolution

Spain’s Minister of Industry and Tourism, Jordi Hereu, has presented the book The Image of Spain Through Its Tourist Posters, a publication that brings together more than 400 posters preserved by the Turespaña Tourism Documentation Centre from the early twentieth century to the present day. The collection offers a visual journey through a century of Spain’s graphic, cultural and political history.

A visual chronicle of Spain

The posters featured in the book reflect the changing narrative of Spain across different historical periods. Created by artists working in diverse contexts, they capture the country’s landscapes, cultural identity and tourism appeal while also mirroring the social and political atmosphere of their time.

“From 1929 to the present day, these posters reflect each historical stage, acting as a continuous visual narrative of the nation,” said Minister Jordi Hereu. “What we see in this book shows the artists’ vision, their ability to interpret the world around them and, above all, their inventiveness. Beyond their message, many of these posters have been and continue to be a genuine celebration of beauty and art.”

An exceptional documentary archive

The book draws on the documentary collection of Turespaña, which has preserved tourism posters and related material for decades. Due to its breadth and continuity, this archive represents an exceptional collection and constitutes a unique heritage in the international context.

The publication includes a foreword by Minister Jordi Hereu, a prologue by the Ministry’s Undersecretary Pablo Garde, and a historical introduction written by Jorge Villaverde, Doctor in Hispanic Studies from the Sorbonne, and Ana Moreno, Doctor in Contemporary History from the Complutense University of Madrid.

First volume in a new publication series

The presentation event was attended by several senior officials from the Ministry of Industry and Tourism, including Undersecretary Pablo Garde and the Secretary of State for Tourism, Rosario Sánchez. The programme also included a round-table discussion featuring Turespaña Director Miguel Sanz, historian Jorge Villaverde and Ignacio Vasallo, the first director of Turespaña.

The book is the first in a series of publications aimed at showcasing the visual heritage preserved by the archivists of the Ministry of Industry and Tourism and its affiliated institutions over the past two centuries.

The publication is available through the Ministry of Industry and Tourism’s website in the publications section, where it can also be downloaded free of charge. The presentation event was streamed live and can be viewed on the Ministry’s official YouTube channel.