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14 Nov 2017

Tourism Ireland teams up with Iberia Express to grow Spanish tourist numbers

New tourism campaign targets 7 million Spaniards

Tourism Ireland has teamed up with Iberia Express, to promote flights to Dublin from Madrid and to grow tourist numbers from Spain. The campaign is highlighting Dublin as the perfect winter city break destination.

Working closely with airlines and airports to build demand for flights is a key priority for Tourism Ireland and this campaign will reach more than 7 million Spaniards, through:
  • eye-catching outdoor ads on screens on the Gran Via, Madrid’s busiest shopping street;
  • email marketing to some 1.4 million people living in and around Madrid;
  • ads on, as well as a dedicated Dublin microsite and booking page; and
  • lots of social media activity, via the Iberia Express Facebook and Twitter channels. 
Spain is the fifth largest market for Irish tourism. Travel by Spaniards to the island of Ireland has grown significantly over the past 15 years – going from just 90,000 Spanish visitors in 2000 to a record 391,000 visitors in 2016. 

“We’re delighted to partner with Iberia Express once again, to highlight good value fares to Dublin from Madrid and to help grow Spanish visitor numbers”, said Barbara Wood, Tourism Ireland’s Manager Spain. “Our campaign aims to boost travel to Dublin and Ireland in the last quarter of 2017, taking advantage of late booking trends – as there is still plenty of business to play for. About 21% 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. Also, Spaniards tend to travel in the latter part of the year due to the high concentration of bank holiday weekends.” 
  Outdoor ad on the Gran Via in Madrid.

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 281,000 people across the island.
  • In 2016, we welcomed approximately 10.3 million overseas visitors to the island of Ireland, delivering revenue of about €5.3 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted 19.37 million visitors in 2016.

Previous Press Release

13 Nov 2017

Ireland ‘meets’ London’s West End