Throught the twentieth century, tourist posters have played a key role in the transmission of the image of Spain abroad. This article focuses on two periods in which they had a greater role: the end of the reign of Alfonso XIII with the founding of the National Tourist Board and the Franco dictatorship. These two periods are two different ways to show the country's image. The first was an attempt to spread the wealth and diversity of Spain, in an effort to break stereotypes that travellers of the eighteenth and nineteenth centuries had created. The second used many of these clichés in order to gain acceptance of the regime at a time of international isolation.