How to do business in Portugal and Spain? How to successfully communicate it? What are the key differentiations of these two markets?
Incorporating Spain and Portugal into a global strategy is not merely an opportunity; it’s a strategic advantage. So, we would like to act as your guide to these two countries, which share a border but have distinct cultures. The article below is just a sneak peek of a comprehensive, free eBook prepared by our Iberian Partner, Canela PR – we encourage you to download it now!
On the Map: Why Iberia deserves your attention 🗺️
Iberia—comprising Portugal and Spain—is where tradition meets innovation. The e‑book highlights two countries that, while sharing a peninsula, differ significantly in culture, media landscapes, language use, and audience preferences. In a nutshell:
- Portugal: Oldest unchanged borders in Europe, high English proficiency, ~140 newspapers, 8.5 M social media users, and 27 M tourists annually. Notable event: Web Summit Lisbon
- Spain: 5 co‑official languages, lower English proficiency, ~300 newspapers, 30 M social media users, and a staggering 80 M tourists per year. Notable event: Mobile World Congress Barcelona
OLÁ! 🇵🇹 Crafting Campaigns in Portugal
Portugal’s enduring borders (the oldest borders in Europe!) have shaped a rich cultural tapestry with strong historical angles. One of the factors contributing to its economic success is the population’s high level of English language ability, which makes the country a very attractive destination for travel and international business.
According to the EY Attractiveness Survey, Portugal attracted 248 Foreign Direct Investment projects last year, 24% more than in 2021, with Germany, the US, France, the UK and Spain at the forefront of investment.
Back to the language, high proficiency of English does not mean that localization of your content into European (!) Portuguese is not crucial!
There are about ten countries in the world that have Portuguese as their official language. The biggest is Brazil, although there are some differences in pronunciation, grammar and vocabulary. Don’t forget this if you are going to translate marketing and communication materials into Portuguese.
Learn more about PR in Latin America, and especially PR in Brazil.
Digital nomads welcome!
Portugal implemented a visa system specially adapted to foreign workers and digital nomads in 2022, which facilitates the entry and stay of professionals in the country.
Favourable taxation
Offering a more competitive taxation system than other countries in Europe, Portugal has tax incentives and tax reductions which make it a very attractive location for international companies wanting a base in Europe.
Traditional media are key
With a wide variety of outlets, the media sector in Portugal is strong and diverse, and the main newspapers and TV stations have a large audience. In Portugal, traditional media such as television and print media are still very popular, compared to other countries, as such they should remain a priority in any communication strategy.
Journalists in Portugal are used to interviewing non-Portuguese spokespeople. This makes communication with the media easier in the country, even if the brand does not have local offices there.
How to reach Portuguese audiences?
Personal relationships are very important in Portugal. It creates a sense of belonging and connection. Even if you don’t have an office in the country, take advantage of trips and events to establish links with the media and the public.
As an openly pro-globalisation region and a meeting point for people from all over the world, Portugal’s media agenda combines both international and local issues. It’s important to note that these debates are often constructive and respectful, as Portugal is a country characterised by consensus and institutional respect, even during the most acute political and social crises.
Hot topics that you must be aware of, discussed in full in the eBook (pages 12-13), are:
- A land exposed to Atlantic winds
- The most expensive capital in Europe
- Government-controlled energy prices
- A booming startup community
- The largest confirmed lithium reserves in Europe
- and more…
Contact us to discuss them in person or learn about them in the eBook, in which you will also find:
- the list of Portuguese influencers you need to know (apart from Cristiano Ronaldo that you already do:)),
- Portuguese media outlets and media groups,
- all things you need to know before starting your PR campaign there.
HOLA! 🇪🇸 A Nation of Regions and Voices
Spain’s rich tapestry of co-official languages and distinct provincial identities requires a nuanced approach. Public awareness of languages—from Catalan to Basque—varies, making localization even more complex. While sharing the Iberian Peninsula with Portugal, Spain presents a very different communications landscape—one shaped by linguistic diversity, powerful regional media, and a highly developed influencer ecosystem.
With nearly 80 million international visitors annually and a large internal market of over 47 million people (the 5th-largest country in Europe), Spain stands as one of Europe’s most influential media and business hubs.
Doing business in Spain? Great getaway
Up to 70 of the 100 most important companies in the Forbes Global 2000 index operate in Spain, which shows that it is a market in which large corporations maintain their presence.
Spain is the fourth-largest economy in the European Union and a market in which the main global brands are present. The country offers legal certainty, favourable taxation for entrepreneurship and facilities for attracting foreign professionals. In addition, Spanish companies are international leaders in various sectors and the country can be a great gateway to Latin America – learn how to communicate in LATAM.
A multilingual challenge. Languages of Spain
Unlike Portugal, Spain has five co-official languages:
- Spanish (Castilian),
- Catalan,
- Galician,
- Basque,
- and Aranese.
This makes localization far more than a simple Spanish translation job. Brands must pay attention to linguistic nuances, especially if they want to engage deeply with regional audiences in Catalonia, the Basque Country, or Galicia.
Even though the majority of Spaniards speak Castilian Spanish, using a one-language-fits-all approach can appear tone-deaf in certain regions. Regional pride runs strong—and so should your localization efforts!
English in Spain
While English is spoken widely in tourist areas and large cities, Spain’s general English proficiency is still below the EU average, especially compared to Portugal. That means local-language content is not just recommended—it’s essential for building meaningful connections.
PR in Spain. How to reach different local audiences?
Spain boasts a rich and influential media ecosystem with hundreds of regional and national outlets. Some of the largest national newspapers and broadcasters include:
- El País, El Mundo, and ABC – widely read dailies
- La Vanguardia and El Periódico – influential in Catalonia
- RTVE – national public broadcaster with strong credibility
To successfully reach the large and diverse Spanish media landscape, it is essential to attract the interest of the major news agencies (EFE and Europa Press).
Learn about all major media groups and top influencers:
Learn more about PR in Spain & schedule a FREE call
TV and radio remain very popular (30 M and 26 M daily viewers and listeners!), and print media still holds sway, particularly in more traditional or older demographics. Online news and podcasts are on the rise, especially among younger readers, but traditional media cannot be overlooked in any PR strategy.
Spain has more than five million foreign residents, mainly from Morocco, Romania, the United Kingdom (especially retired people), Ecuador and Colombia. This reality should be taken into account when communicating, as there are interesting commercial niches among these nationalities.
Other interesting comms angle – if you lack ideas – is comparisons between different regions of the country, for example in the results of surveys and studies, rankings, customs, recipes, etc. Spaniards love them!
Spain is a hotbed of digital talent. With over 30 million active social media users, the country is fertile ground for influencer marketing. However, campaigns that succeed in Madrid may flop in Barcelona if they don’t speak to local identity.
Whether it’s Instagram, TikTok, YouTube, or Twitch, Spain’s influencer scene is lively and regionalized. Collaborate with creators who speak the local language and know their audience’s values.
Check the list of influencers and media groups in the eBook (pages 18-20)
How to reach Spanish audiences?
Spain’s social and economic landscape is evolving fast. The eBook outlines important trends and topics shaping the national conversation (pages 21-22), including:
- The two Spains
- The precarious job situation among young people
- No means no – the limits of consent
- Tech startups rising in cities like Valencia and Málaga
These are great entry points for brands looking to show cultural awareness and social relevance.
Explore the full eBook or reach out to our team for tailored insights on navigating the Spanish communications landscape.
One Peninsula. Two Countries. Many Audiences
Developing a communication strategy for either Portugal or Spain, or both, requires a nuanced understanding of the unique characteristics of each country while recognising the shared values and challenges within the Iberian Peninsula.
The media landscape in both countries differs, with ever changing newspapers, TV channels, and online platforms. Spain has double the quantity of newspapers and 4 times the population of Portugal. In Portugal it’s easier to reach television media outlets. These are details that make a difference when we talk about which communications strategy works best for your brand.
The article is based on the eBook written by our Iberian Partner. Canela PR is a B-Corp certified consultancy that develops creative and impactful communication campaigns for brands that they believe in, such as Klarna, Too good to go, Velux, Adyen, Palo Alto Networks.
Check the other FREE resources:
