<p> The cultural sensation known as the movida madrile&ntilde;a has been a subject of fascination since its origins in Madrid throughout the late 1970s and 1980s. This dissertation examines one of its most famous products, the journal <i>La Luna de Madrid</i> (1983-1988). This dissertation explores examples of illustration and photography throughout the journal's first seven issues, from November 1983-May 1984. Concentrating on the use of strategies from tourism promotion, this framework reveals how visual elements work with text to encourage readers to become tourists of modern Madrid. </p><p> Chapter One provides a background of how tourism images and messages have shaped perceptions of Spanish cultural identity from dictatorship to democracy, from the 1950s to the 1980s. Within this context, it is possible to understand the efficacy of tourism promotional tropes in portraying an attractive vision of Madrid in the journal's pages. </p><p> Chapter Two emphasizes how the movida represented the positive changes developing in Post-Franco Madrid, leading local and regional political leaders to employ this phenomenon in programs focused upon cultural revitalization and civic participation. This chapter argues that the movida not only appears as the main cultural tendency of interest within <i>La Luna de Madrid </i>, but that its treatment within the journal allows it to be viewed as an attractive tourism destination. </p><p> Chapter Three and Chapter Four provide close readings and in-depth visual analysis of certain repeated illustrated and photographic segments within <i> La Luna de Madrid</i> from November 1983-May 1984. By narrowing the research scope to these first seven months of publication, we can examine how patterns of viewing are established that encourage readers to contemplate selective historical and contemporary cultural trends in Madrid from the perspective of a tourist. </p><p> The combination of text and imagery at work in <i>La Luna de Madrid </i> reinforces the efforts of the various creative practices of the movida while giving readers opportunities to participate in this cultural scene. This dissertation argues that experiments with the visual and rhetorical tropes of tourism in <i>La Luna de Madrid</i> attempt to foster favorable impressions of the Spanish capital's past and present.</p>