Euskadi's controversial tourism campaign: luxury vs reality

What does a Meliá hotel have to do with the identity of a village? Quite a lot, judging by the reaction sparked by the Basque Country's new tourism promotion campaign. The audiovisual piece, which presents an image of the Spanish region centred on the Guggenheim, luxury hotels and empty landscapes, has triggered a flood of criticism ranging from accusations of misleading advertising to complaints about a deliberate ethnic and social selection.

The echo of exclusion: what is seen and what is not

Among the most repeated criticisms, the absence of diversity stands out. Some argue the ad seems designed to attract a white, high-income tourist, completely ignoring the multicultural reality of the region. Others point out that the idyllic image does not show everyday life, with references to two-kilometre queues at the Guggenheim that clash with the sense of tranquillity being sold. The contrast between the luxury of the Meliá and the popular atmosphere found in many neighbourhoods underlines a deeper tension: is the campaign promoting a real place or a selective showcase?

A political reading of the ad

The campaign does not escape a political and identity-based reading either. Some critics interpret the absence of Spanish-language narration as a pro-independence gesture, while others miss more recognisable Basque symbols. The irony of the slogan "Euskadi, hacemos posibles tus sueños" (Euskadi, we make your dreams possible) backfires when the Basques themselves do not feel represented. But there are those who defend the piece: it attracts quality tourism and avoids binge-drinking tourism, they say. A defence that reveals as much about the desired destination model as the criticisms do.

In the end, the best tourism campaign is the one that sells the most, but also the one that portrays best. This one does not even convince those who see it from within. So, amid so much controversy, it at least achieved one thing: getting everyone talking about Euskadi. Though not exactly about its landscapes.