Chema Arias, originally from Huelva, has returned to social media with a new vision for his project Huelva Secreta. After a period of inactivity, the profile is back with an editorial line focused on civic education, using concrete data to shed light on aspects such as salaries, housing, job insecurity, and provincial identity. The goal is to show 'The Huelva that data explains and pretty accounts ignore'.

The profile, which has surpassed one million views in less than a month since its relaunch on April 26th, now draws from reliable sources such as the National Statistics Institute (INE), the State Tax Administration Agency (AEAT), and the State Public Employment Service (SEPE). Arias addresses topics like the province's low average salary, the export of red berries versus job precarity, and the role of immigration in maintaining the population.

Arias, with experience in brand strategy for multinationals and currently Head of External Communication and Social Media Strategy at ILUNION Hotels, points out that Huelva faces a 'narrative problem'. According to him, the province lacks neither resources nor attractiveness, but rather a unique story that connects with its inhabitants. He criticizes how the province has historically been defined by others, leading to a lack of identity cohesion and an 'inferiority complex of being from Huelva'.

The new phase of Huelva Secreta aims to generate conversation and critical thinking among the people of Huelva, encouraging them to truly know and value their province before projecting it outwards. Arias is working on a broader strategic proposal for the territorial and tourism positioning of Huelva, which he is currently keeping under wraps.