Turgalicia, the pub!Jc agency reporting to the Culture, Education, and Tourism department of the autonomous government of Galicia, greets its English-speaking virtual visitors with a pun: "GaJicia, the best way. " 1 Galician and Castilian versions advertise the .region as "o bo camino" and "el buen camino" ["the good way"], reveaJing the slogan's Unks to the tradition of wallcing the medievaJ paths, known as the Road of St. James, leading from different parts of Europe to the crypt in the Cathedral of Santiago de Compostela where Sr. James is said to be buried. Playing on the pilgrims' customary saJutation, Bue11. ca.mi1t0 [Enjoy the road/ May your road be goodl, the motto suggests a continuity between the region's touristic appeal (for which TurgaJicia, established in 1992, is responsible) and the promotion of the Road of St. James carried out by the Consello Xacobeo [The Road of St. James Council]. This institution in charge of branding, maintaining, and popuJarizing the roads leading to Santiago carne to life in conjunction with the Presjdency-at the head of the GaJician government-of Manuel Fraga Iribarne, who in the 1960s had been the designer of a tourism-driven identity for Spain. 2 E. Afinoguenova (12l)