Tourism in the Madrid Pacts
Discover how a pioneering travel guide opened the doors of Spain to American tourism in the 1950s.
By The Martín-Crespo Collection of Tourism
Eugenia Martín-Crespo Rodriguez
Ceremonial Carriage at the Royal Palace of Madrid (1952)The Martín-Crespo Collection of Tourism
After World War II, Spain and the United States began six years (1947-1953) of secret negotiations. Spain sought economic support and international legitimacy, while the United States pursued geostrategic advantages. In these negotiations, American tourism became a key piece.
An Interview With General Franco
In August 1947, General Francisco Franco sat down for an interview with the conservative American writer Merwin K. Hart: "Would the Spanish people like Americans to visit Spain in large numbers?"
Olé My People!
To which the Caudillo (General Franco) replied as if he were an experienced tourism adviser: "Yes, of course! The Spanish are a hospitable people who preserve their customs, traditions and famous monuments of the different civilizations that have met in Spain".
Cover of the book "Let's Visit Spain" (1954) by Frank E. HowellThe Martín-Crespo Collection of Tourism
The First American Post-War Guides
In 1954, Frank E. Howell published "Let’s Visit Spain," a guide that described Spain as the most economical and romantic country in the world. A year earlier, the Madrid Pacts (1953) marked the end of international isolation and connected the country with the global stage.
This book is dedicated to a great institution: the American tourist, the greatest traveller the world has ever known. They love the best of everything and are often willing to pay for it; sometimes too much. They are used to breaking the rules, their demands are often too much to satisfy, and sometimes they can be a little impatient. But God bless them (and their dollars) and let them rule for a long time.
Preface of the guide “Let’s Visit Spain,” 1954.
What can we find in this guide?
Main Entrance of the Prado Museum, Madrid (1952)The Martín-Crespo Collection of Tourism
The Classic Recommendations…
The Prado Museum: “...competes with the famous Louvre in Paris; many consider that the collection of originals is among the best in the world [...] You can hire a guide in English. Their fees are reasonable: 50 pesetas are usually enough.”
Independence Gate of Retiro Park, Madrid (1952)The Martín-Crespo Collection of Tourism
Retiro Park: “...one of the most beautiful parks in the world and exceptionally well-kept. Well-dressed guards in colourful outfits, sporting wide belts, add a theatrical touch to this charming jewel...”.
Army Museum in Madrid (1952)The Martín-Crespo Collection of Tourism
The Army Museum: “...a magnificent display of armours, paintings, and weapons...”.
View of Plaza de Callao and the Callao Cinema, Madrid (1952)The Martín-Crespo Collection of Tourism
...And the “Practical” Tips
But let's leave such cultural treasures aside for a moment and explore more practical and curious recommendations for American friends visiting a country that has until now remained isolated from the world.
The Gran Vía of Madrid with Shops (1952)The Martín-Crespo Collection of Tourism
“American friend, if you don’t want to find yourself in a bind, I recommend traveling with one or two bottles of your preferred liquor, matches, a lighter, and lighter fluid. Ink for your fountain pen and a good supply of pens are very acceptable as gifts...”.
View of the Edificio de las Cariátides and Metropolis Building, Madrid (1952)The Martín-Crespo Collection of Tourism
“Bring a bottle of cleaning fluid for those 'olive oil' stains; no matter how careful you are, they will come... If it’s cold, a good tailored coat will cost you 35 dollars... A good wool sweater can be useful for those ancient stone buildings.”
The Fountain of Cibeles and the Palacio de Comunicaciones, Madrid (1952)The Martín-Crespo Collection of Tourism
“Bring an extra pair of glasses; they are hard to replace and can cause great inconveniences if you lose them, and bring paper tissues and toilet paper; they are very practical, and there are many places where they are not available. Bring all the medications you need.”
Bank of Spain Building, Madrid (1952)The Martín-Crespo Collection of Tourism
“American cigarettes are available as cheap as in New York: normally 11 pesetas per pack.”
And lastly, it gives its compatriots a long list of clothing items. It stands out for suggesting that all of them be made of nylon—such were the 1950s!
Gran Vía, Madrid (1952)The Martín-Crespo Collection of Tourism
Spanish Food and a Singular Mention
After the obligatory list of classics, there is an unexpected recommendation: try the excellent smoked salmon. This delicacy, the author points out, was introduced to Spain by D. Luis Bolín, a journalist, lawyer and director of the National Tourist Board between 1938 and 1952.
From this service, Bolín promoted, among other things, the "War Routes", tourist itineraries through the scenes of the Spanish Civil War, designed to legitimise Franco's government and attract foreign visitors.
Rooftop of the Building on Fuencarral Street, Madrid (1952)The Martín-Crespo Collection of Tourism
One Last Piece of Advice
"Look at the calendar, not the clock. Spanish hospitality is as warm as the sun that bathes its coasts; it invites you to relax and enjoy. Spain is not just a destination, it is a refuge for your weary nerves, a place where time stops if you allow it."
75 years later…
…Americans continue to visit Spain. The country received approximately 3.8 million tourists from the United States in 2023. Spending by American tourists in Spain reached 7.875 billion euros, which represents a 50% increase compared to 2022.
Text and edition: Eugenia Martín-Crespo Rodríguez.
Photography: José Martín-Crespo Díaz.
Translation: Elena Araujo Díaz de Terán.
In collaboration with the Diego de Sagredo Foundation.
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