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09 Dec 2016

Highlighting Dublin’s New Year’s celebrations in Spain

Tourism Ireland campaign targets 3.5 million ‘social energisers’ in Madrid and Barcelona for city breaks in Dublin

Tourism Ireland is promoting Dublin for winter breaks and New Year’s celebrations to ‘social energisers’ living in Madrid and Barcelona.

Tourism Ireland’s latest promotion – which kicked off in late November – is urging Spanish travellers to “Escápate a Dublín este fin de ano” (which roughly translates as “Escape to Dublin this New Year’s”). It involves a new, fast-paced 30-second video highlighting Dublin as a fantastic city break destination and THE place to be for New Year’s celebrations, showcasing our wonderful three-day festival. 

The video is being shared by Tourism Ireland via online platforms, including Facebook, Spotify and Twitter, and has already reached an estimated 3.5 million Spaniards. The campaign also includes a competition for one lucky person to win a trip to Dublin for New Year’s.

More than 20% of all Spanish visitors to Ireland arrive in the off-season or Q4 – a real opportunity to win business for Dublin and Ireland at a time when there is capacity in accommodation and other tourism facilities. ‘Social energisers’ in Spain tend to travel in the latter part of the year due to the high concentration of Spanish ‘puentes’ (or bank holiday weekends). 

Joanne Murphy, Tourism Ireland’s Manager Spain, said: “Our latest campaign aims to leverage the higher tendency of Spaniards to visit Ireland in the shoulder and off seasons. Spanish ‘social energisers’ like to explore cities and discover their cultural and social offerings, enjoy fun nightlife in cool, trendy places, visit new destinations and share unique experiences with their friends. 

“2016 was the best year ever for Spanish visitor numbers to the island of Ireland, with the latest CSO figures showing growth of over +16% for the August to October period, an extra 16,600 Spanish visitors compared to the same three-month period in 2015. Tourism Ireland will roll out an extensive programme of promotional activity once again in 2017. We will work closely with our tourism partners – at home and in Spain – to keep the momentum going and build on the growth of the past few years.” 


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 220,000 people.
  • In 2015, we welcomed 9.5 million overseas visitors to the island of Ireland, delivering revenue of €4.9 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted more than 16.6 million visitors in 2015.