In a bid to promote the cultural value of Spain to tourists, the Spanish Minstry of Tourism has turned to famous chef Ferran Adria as its new ambassador of tourism.

With Spain falling to the number 3 spot of popular holiday destinations behind the US and France and holidays to Tenerife, Majorca and the other Spanish islands suffering from increased competition from cheaper destinations such as Turkey and Egypt, the tourist authorities in Spain have mobilised a new campaign to target traditionaly weak markets for Spain.

As part of their new "I Need Spain" campaign, the tourism authorities hope to regain the lead on falling visitor numbers to the country by increasing appeal to the Chinese, Indian and Middle Eastern markets.

Part of this plan is enlisting the owner of renowned Spanish restaurant el Bulli, chef Ferran Adria, to help highlight the cultural and culinary delights of Spain. The hope is for the campaign to be seen by 400 million people in 40 different countries. "The essence of the campaign is the Spanish lifestyle, which attracts more than 50 million tourists a year," the Tourism Ministry said in a statement.

With the usually popular sun, sea and sand holidays to Majorca and Tenerife competing bitterly with other sun-worshipping destination in the Mediterranean it is hoped that the previously under-promoted cultural aspects of Spain will gain new visitors to the country.