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27 Apr 2018

Spotlight on Ireland in Madrid and Barcelona

Tourism Ireland teams up with Ryanair, targeting millions of Spaniards for holidays in Ireland

Around 2.23 million Spaniards are seeing eye-catching ads for Ireland in metro and bus stations around Madrid and Barcelona. It’s all part of Tourism Ireland’s latest promotion in Spain to highlight Ireland as the ideal choice for a summer holiday. The campaign – in conjunction with Ryanair – has been timed to take advantage of late booking patterns among Spanish holidaymakers. It also includes online ads on leading news and lifestyle websites – such as El País, El Periódico and El – which will be seen by around 5.6 million people. 

Spain is an important market for tourism to the island of Ireland and travel by Spaniards to Ireland has grown significantly over the past 17 years – going from just 90,000 Spanish visitors in 2000 to a record 443,200 in 2017. Tourism Ireland is determined to ensure that growth continues and is rolling out a busy programme of promotions right throughout 2018. 

Barbara Wood, Tourism Ireland’s Manager in Spain, said: “2017 was the best year ever for Spanish visitor numbers to Ireland. And, the good news is that the most recent CSO figures confirm growth of +5.4% for the first quarter of this year. Tourism Ireland is rolling out an extensive programme of activity throughout 2018 and campaigns with key partners like Ryanair are an important element of that programme.”


Ads in metro stations in Madrid and Barcelona.

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 2017, we welcomed approximately 10.65 million overseas visitors to the island of Ireland, delivering revenue of about €5.78 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.