This document outlines Spain's current marketing strategy to promote tourism in times of austerity. The strategy focuses on storytelling through the "I Need Spain" campaign, which shares personal experiences and stories from consumers. Spain invests in co-marketing partnerships and uses brand ambassadors like Real Madrid. The online strategy emphasizes user-generated content and a multi-platform approach across social networks, apps, and video platforms like YouTube. Moving forward, the strategy will continue to leverage social media, viral videos, bloggers and other forms of digital engagement.