This work studies the international press’s perception of the Way of St James in 111,968 articles published in 21 languages during the period 2009-2017. The study performed here on what has been identified as a place branding activity with the collaboration of the public and private sectors is based on three hypotheses: 1) the international press coverage of the Way of St James is seasonal, i.e. directly related to a rise in summer visitor numbers; 2) the Way is a relevant asset in the construction of the image of Spain as an international tourist destination as regards culture, religion, and art; and 3) the Xacobeo brand is recognised and well-placed in the reference press. As to the first assumption, it has been observed that an increase in international press coverage of the Way –generally positive – does indeed coincide with a rise in the number of pilgrims during the summer months, and when this coverage continues in the following months it boosts visitor numbers. The second assumption has also been confirmed. But as regards the Xacobeo brand its perception leaves a lot of be desired: it seems the great managerial challenge to boost tourism in the next years.