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25 Jun 2018

Tourism Ireland partners with Iberia Express to grow Spanish tourist numbers to Cork and the South of Ireland

Tourism Ireland in Spain has teamed up with Iberia Express, to promote flights to Cork from Madrid and to grow Spanish visitor numbers to Cork and the South of Ireland this year. The campaign is highlighting Cork Airport as an important gateway to the Wild Atlantic Way and Ireland’s Ancient East.

Working closely with airlines and airports to build demand for flights is a key priority for Tourism Ireland and this campaign will reach millions of ‘culturally curious’ Spanish travellers, through:
  • eye-catching outdoor ads on screens on the Gran Via, Madrid’s busiest shopping street, as well as billboard ads in metro stations around Madrid – which will be seen by around 1.5 million people;
  • radio ads, which will reach approximately 1.4 million listeners, over a two-week period;
  • online ads, as well as email marketing to some 1.85 million people on the Iberia Express database living in and around Madrid;
  • lots of social media activity, via the Iberia Express Facebook and Twitter channels. 
Spain is the fifth largest market for Irish tourism. In fact, 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 Spain, said: “We are delighted to partner with Iberia Express, to highlight ease of access from Madrid to Cork and to help grow tourist numbers from Spain this year. As an island, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism.”
  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 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 www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.