Special issue of the Journal of Historical Research in Marketing (JHRM) on “History of Marketing in Spain” – part I. A thorough exploration into the intricate history of marketing in Spain in several fields is presented, especially in the context of tourism. The exploration goes beyond a chronological account, aiming to spotlight the lasting impact of Generation X – a generation that has witnessed and influenced the evolution of marketing practices in Spain. Besides, an analysis of the history of marketing in Spain would not be complete without contemplating the future. As we stand on the cusp of new economic, technological, and societal changes, understanding our past becomes a compass for navigating the complexities of the marketing landscape in the years to come.