The president of the Xunta de Galicia, Alfonso Rueda, has participated in the presentation event of the spot for the new advertising campaign and the advance of the programming of Xacobeo 2027, about which he has pointed out that it is "a very important year" for the Galician community.
The event has marked the "starting gun" of the promotional campaign for Xacobeo 2027, which has arrived in Madrid after being activated last Tuesday in Santiago de Compostela, just 100 days before the start of the Holy Year, a countdown that marks the days remaining for this date, with which it is intended to position all of Galicia "as the protagonist of a celebration that transcends the borders of the community."
Rueda has emphasized that this Xacobeo represents an exceptional opportunity to "show Galicia to the world, a Galicia open to all and in which no one is left out." He has also acknowledged the work of the creative team of the campaign and the spot, highlighting that "capturing all the essences of Galicia in such a few seconds is very difficult."
Camino de Santiago at the center of the campaign
Present at the presentation were actresses Marta Hazas and Beatriz Arjona, athlete Saúl Craviotto, and writer Elsa Punset. The focus of the event has been the Camino de Santiago, which takes on special prominence in 2027 as the Xacobeo Year coincides with July 25 falling on a Sunday.
The guests shared their personal views on this pilgrimage route, both in its religious aspect and in the inner experience it entails. In this context, Hazas stated that "the true destination is to enjoy the journey" and Craviotto that "it is something that must be done once in a lifetime." Meanwhile, Punset highlighted the uniqueness of Galicia, emphasizing that it shines for its natural environment, its towns, and its people.
In relation to the Camino de Santiago, Rueda explained that current data reflects that around "3000 or 3500 people" arrive in Santiago daily on pilgrimage and that this is only "a letter of introduction."
The great year of Galicia and a versatile campaign
In the final stretch of the event, the president reiterated that 2027 will be "the great year of Galicia" and that the citizens and institutions will do "great things together." "Galicia awaits you, Galicia loves you, Galicia Calidade is Xacobeo 2027," he emphasized.
The campaign, which is articulated under the slogan 'At the best moment', starts from the reflection on why people travel. To this question, the founder of the project, Miguel Conde, and the commissioner of the Xacobeo, Marcos Gómez, have responded that what is sought is "to have good moments" and that for this "there is no better place than Galicia," of which they have assured that "it is at the best moment in its history" and that it has "practically everything."
With a view to 2027, they have advanced that shows, events, and concerts aimed at very diverse audiences will be organized. Likewise, they have announced that before the end of 2026 a more detailed program will be presented. "It is a very versatile campaign," Conde has pointed out.
As a closing of the presentation, the attendees have been able to enjoy a brief performance by the artist Iñigo Quintero, who has interpreted the song of the Xunta's spot titled 'The time I spend with you.'