The first contact between the eventual conquerors of the area, the Romans, and the Lusones occurred around the 2nd century BC, when Quintus Fulvius Flaccus journeyed from the Mediterranean coast of Spain into the hinterland, a region referred to as Celtiberia. It was not until the 1st century, however, that Roman culture, language and customs, gradually began to spread into the hinterland with the indigenous cultures taking on many and varied aspects of Roman life while still maintaining aspects of their own distinct cultures.