With 2023 marking the 50th anniversary of the death of one of its most famous artists – Pablo Picasso – Spain has launched a campaign to appeal to fans of the creative genius with a full slate of events in five cities throughout the year.

While Picasso was born in Malaga in 1881 (and died on April 8, 1973), the artist lived most of his adult life in France. But with the campaign “Spain Inspired Picasso, Come Find Your Inspiration,” launched in Canada last week by Turespana, the Spanish tourist office is hoping to “keep the artist’s memory alive,” and inspire visitors to have a fresh look at the country through the artist’s eyes.

“It’s a very good time to visit…” Malaga Tourism Board CEO Jonathan Gomez Punzon, told the trade audience in Toronto, with the Embassy’s of Spain’s consul for tourism affairs in Canada Barbara Couto noting that Canadians have ample airlift and gateways to the Iberian country.

The event, also attended by Malaga deputy mayor Jacobo Florido, featured Spanish food (paella) and lively entertainment (singing and dancing), reminding that there is much more to Spain that will inspire visitors than simply the memory of the great artist.

The Picasso milestone is in fact a large-scale transnational event between Spain and France, which will also be marked by 42 exhibitions in Europe and the US, with hopes that Canadian events will also take shape.

In Spain, Couto said the five cities – Madrid, Barcelona, Malaga, Bilbao, and A Coruna – all of which were a particular a source of inspiration to Picasso, leaving a mark on his personality and his art, will be prominent in the celebrations, which will feature museum, gallery, and art school exhibits, symposiums and online opportunities, but also gastronomy and touring itineraries created by the tourist board.

Perhaps most admired for his role in the origins of cubism, Picasso also earned notoriety as a passionate anti-fascist, as symbolized in his famous masterpiece “Guernica.”

His life as one of the 20th century’s most influential, unorthodox, and celebrated artists, including his tumultuous relationships and shifting political alliances, was chronicled in the National Geographic Channel’s 10-part fictional series Emmy-awarding docudrama “Genius” in 2018, with Antonio Banderas starring as the artist.

For more information on Picasso in Spain, click HERE.