TORONTO — So many travellers are saying si to Spain – but that hasn’t stopped the Tourist Office of Spain in Toronto from working hard to keep the momentum going with a brand new podcast series.

‘Finding Spain from Canada’, with episode 1 already on Spotify and new episodes coming every 8 weeks through 2026, showcases this incredibly popular country for Canadian vacationers.

Spain is one of Europe’s record-setters, with 96.8 million foreign visitors in 2025, according to figures released earlier this month by the National Statistics Institute.

Major draws like Madrid and Barcelona attract close to 20 million visitors between them each year. But what about Spain’s lesser-known cities and regions – those elusive hidden gems? That’s what ‘Finding Spain from Canada’ aims to showcase.

As Isabel Martín Benítez, Consul of Tourism Affairs in Canada, tells Travelweek, Spain is intensifying its efforts to invite travellers to experience its more off-the-beaten-track regions.

Isabel Martín Benítez, Consul of Tourism Affairs in Canada

Each instalment of ‘Finding Spain from Canada’ was “created with an authentic Canadian perspective in mind,” she notes. Episodes are hosted by Canadian journalists and travel professionals, who share details of their own journeys across Spain, to hidden gems beyond the big cities: interior cities like León and Seville; and islands like Gran Canaria and Tenerife. Episode 1 focuses on Renaissance and Baroque beauty Castilla y Léon with Canadian journalist Doug Wallace.

We connected with Martín Benítez for a quick Q&A.

Travelweek: This sounds like a great initiative to showcase Spain to Canadian travellers. Why did the Tourist Office of Spain decide to go the podcast route?  

Martín Benítez: “We wanted to look at new and compelling ways to discover Spain, ones that feel more personal and human. We’re at a point in time when Artificial Intelligence has become an extremely useful tool for almost everything,  including travel planning, but we felt there was an opportunity to put a more human perspective and voice in the spotlight.

“We were also thinking about today’s lifestyle. People often don’t have much time to sit down and read, but they can listen while commuting, exercising, or going about their day. Podcasts have become increasingly relevant and accessible, and we wanted to explore this format as a natural, engaging way to connect with audiences and share the many stories Spain has to offer.”

Travelweek: What can you tell us about the hosts of ‘Finding Spain from Canada’?

Martín Benítez: “We will definitely be producing more episodes with Doug, and we will also incorporate additional female voices as well as specialists in specific tourism segments. These hosts will be travel professionals who have already experienced Spain firsthand. We think each episode will be a nice surprise.”

Travelweek: What do you want to accomplish with this podcast series – and is it just for consumers – or should travel advisors tune in too?

Martín Benítez: “Our goal with the Finding Spain podcast series is to inspire, educate, and deepen the audience’s understanding of Spain as a diverse, dynamic, and year-round destination. We want to go beyond the traditional narratives and highlight authentic experiences, lesser-known regions, and thematic travel experiences.

“Finding Spain is aimed to be both a source of inspiration for travellers and a resource for travel professionals who want to deepen their knowledge and stay connected to the evolving Spanish tourism offer, together with Spain.info,  our website with in-depth information about Spain.”

Travelweek: What are the latest visitor numbers from Canada to Spain?

Martín Benítez: “In 2025, 630.000 Canadian visited our country.”

Travelweek: What should Canadian travel advisors be telling their clients right now about why they should consider a Spain vacation? 

Martín Benítez: “Canadian travel advisors should remind their clients that Spain is not just one destination, but many. Each region offers its own identity, culture, landscapes, and traditions. Spain’s world-renowned gastronomy and culture are another powerful selling point.

“Spain is also a true year-round destination. When weather conditions in Canada are more challenging, Spain offers mild temperatures in many regions, along with cultural events, outdoor activities, and city escapes throughout the year.

“Finally, Spain is now more accessible than ever from Canada. Air connectivity continues to expand, including three new direct routes this year: Montreal–Mallorca with Air Canada, Madrid–Toronto with Iberia, and Halifax–Madrid with WestJet – bringing Spain even closer to Canadian travellers.”

The first episode of ‘Finding Spain from Canada’ is here. More details about travel to Spain can be found at Spain.info/en/.