Spain receives tens of millions of visitors every year who arrive with money, little time and no local references. They decide where to eat, what to buy and what to book by looking at their phone, and almost all the content they find is in Spanish and written for residents.
Who can take advantage of it
Not only hotels. Restaurants, neighbourhood shops, dental and aesthetic clinics, opticians, car and scooter hire, surf schools, spas, jewellers, olive oil and wine shops, and any business in a tourist area that depends on passing trade.
Also national brands that want to sell to the visitor so the product goes home with them and is bought again online from their own country.
What content works
In the visitor's language
English first, then German, French or Dutch depending on the area. One version in the customer's language performs better than five in Spanish.
Practical before beautiful
How to get there, how much it costs, whether booking is needed, what is included, what time the queue is shortest.
The foreigner's doubt
Whether cards are accepted, whether there is a menu in their language, whether opening hours are what they expect. These details look minor and decide the visit.
A testimony from someone like them
A visitor telling their experience converts better than the brand telling it.
What to prepare
Creators who speak that language naturally, not in translation. That is what separates a video that works from one that reads like a brochure.
Image rights and filming permissions on the premises, with customers out of frame or with consent.
And consistency with what the visitor will find: if the video shows an empty terrace in August, the review afterwards will correct it.
The calendar
High season is advertised in low season. Summer content is filmed in spring, winter content in autumn, and areas with a split season need two cycles.
Where to go next
The visitor does not compare brands, they compare clarity. Our complete UGC guide for brands covers briefing, usage rights and process.
