Advertisements produced by the Generalitat often highlight the Valencian Community’s rich tapestry of history, culture, and scenery. In these campaigns, the focus isn’t just on the obvious postcard moments. It aims to convey a sense of place by showcasing the region’s most emblematic spots, its vibrant cities, and the unique textures of its towns, all tied together with a voice that feels intimate and local. This time, the narration gains an extra layer of character because the guide behind the mic is Arkano, a rapper from Alicante, whose cadence and rhythm bring the stories of the region to life in a distinctly contemporary voice.
The spot doesn’t merely snap scenic wonders. It guides viewers through iconic landmarks and urban landscapes, inviting a sense of discovery. Viewers travel alongside Santa Bárbara Castle and the futuristic silhouettes of Ciutat de les Arts i les Ciències de València, while also catching glimpses of the charming, sun-warmed lanes of Illa de Benidorm. But the journey isn’t limited to grand landmarks. The campaign also peels back the layers of the territory to reveal natural beauty, from rugged mountain trails to winding coastal paths that trace the coastline where the Mediterranean seashore and inland scenery intersect. Read as a whole, the piece presents a well-rounded portrait: heritage meets modern life, grand vistas mingle with intimate street scenes, and the spirit of the Valencian Community is felt in every frame.
This year’s Turisme de la Generalitat campaign also foregrounds the region’s ongoing commitment to quality and service for visitors. The campaign’s premiere event featured Arkano delivering improvised lines that highlight the practical and emotional value of discovering the Valencian Community. The experience was marked by the presence of quality indicators, reinforcing the message that travelers can expect a high standard of experience across destinations and activities. The moment underscored how cultural credibility, local pride, and creative expression converge to tell a compelling travel story that resonates across audiences in Canada and the United States as well as within Spain. In this way, the advertisement becomes more than a promotional piece. It acts as a bridge—connecting diverse audiences to the region’s authentic experiences and welcoming spirit. [Citation: Turisme Generalitat]