Spain puts a lot of emphasis on marketing its national image through World Expos. Since 2000, when the Spanish Society for International Exhibitions was established to prepare for Expo 2000 in Hanover and was charged with promoting the nation's international exhibitions and planning and operating its pavilions, the nation's pavilions have been widely praised.
極為重視在世博盛會中行銷國家形象的西班牙，早在 2000 年德國漢諾威世博會時，即由政府部門成立「國家國際展覽署」，專責世博會期間西班牙國家館的統籌規劃及營運，從此之後，西班牙館在世博會的建築設計與展演均廣受好評。