What is the perception of the Americans, masters of empire and trend setters, towards Spain and the Spaniards? What do you know about Galicia? It is always said that in a country this large (by size), most of its residents find it difficult to locate Europe on maps and are generally very selective when it comes to the points they point to. Unique standards of what they will travel or what they consider acceptable.
In this sense, one might imagine that, in the eyes of the citizens of this world power, the cities of Madrid, Barcelona or Seville, even the Rota base, would be great references for our country.
By the pandemic, the number of tourists visiting Spain from the US had exceeded four million, making it one of the main issuing states. According to the latest official figures from the National Institute of Statistics, between January 1 and October 31, there were 2,416,121 US citizens who traveled to various communities as tourists.
Americans maintain a positive and stable image of the Spain brand, which they associate mainly with the two great attractions of Galicia, especially the Camino de Santiago pilgrimage, the textile tycoon Amancio Ortega and his Inditex or Zara brands. Other values recognized include tennis player Rafael Nadal, La Liga football player and renowned chef José Andrés.
These findings are some of the findings of the study Perception of Spain in Americacarried out by communications consultant LLYC, supported by the Forum of Famous Spanish Brands (FMRE) and ICEX Spain Export and Investment, released this Wednesday in the United States, especially among the Hispanic or Latino community. The study, which analyzed more than 83 million conversations in Spanish and English on social networks within the Americas over the past five years, reveals positive trust toward the Iberian country, in general.
Analysis by LLYC, formerly Llorente & Cuenca, a consultancy specializing in reputation management, found that the US public that most loves Spain is found in the states of California, Florida, Texas and New York .
Rafael Nadal, José Andrés, Amancio Ortega, football and the pilgrimage through the north of the country that ends in the Galician city of Santiago de Compostela are the Spanish references that most pop up in conversations on American social networks when talking about the Iberian region. more are mentioned.
The Camino de Santiago pilgrimage is a destination valued by the American public, especially popular among middle-aged people who seek to reset goals and objectives, regardless of their religious confession. Every year there are more Americans who take the Jacobean route and interest has multiplied since the airing of the film The Way in 2010. This film comes in the list of most viewed films related to travel to other countries in America. It is an original film directed, written and produced by American actor Emilio Estevez, and starring his real-life father Martin Sheen.
Amancio Ortega is related to Inditex and Zara, but the investments he has made in that country in recent months stand out. In recent months, the businessman’s family investment company Pontagedia has bought five logistics centers in the United States (Tennessee, South Carolina, Virginia, Pennsylvania and Texas) for a value of $722 million (721.74 million euros). Various buildings were acquired over the years.
The study underlines that sport, mainly football, has become one of the most iconic brands for Spain, with conversation levels reaching 1.1 million around that sport’s National League Championship, driven by the main matches of the championship. In addition, tennis player Rafael Nadal rose to the level of 3.3 million, driven by his participation in 2022’s Grand Slam events—with two titles in Australia and France—, though he is yet to win this year’s Open. failed. the United States, which had been conquered by another Spaniard, Carlos Alcaraz, from Murcia.