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31 May 2018

New tourism promotion targets millions of Spaniards for holidays in Ireland

‘Spanish Steps’ for Ireland with ads in metro and train stations and on national TV

Millions of commuters in Madrid and Barcelona are seeing eye-catching ads for the island of Ireland right now. Tourism Ireland has teamed up with Logitravel – one of the largest online travel agents in Spain – for a joint promotional campaign, to raise awareness of Ireland as a fantastic holiday destination and to drive sales of Logitravel packages and coach tours from Spain over the coming months. 

The campaign will run until mid-July, to take advantage of late booking patterns among Spanish holidaymakers. It is highlighting iconic attractions like Kilkenny Castle, the Cliffs of Moher, the Giant’s Causeway and the Rock of Cashel and includes:
-    billboard ads in metro stations in Madrid, including two ads at the metro at Santiago Bernabéu, the home stadium of Real Madrid (which were seen by many fans celebrating the Champion’s League result last weekend!), as well as in train stations in both Madrid and Barcelona – which will be seen by millions of commuters over a four-week period;
-    TV ads on national stations, which will reach more than 9 million viewers over a two-week period;
-    online ads on popular travel, news and lifestyle websites like La Razón, El Economista and 20 minutos; 
-    ads on digital radio stations like and Cuarenta Principales, which will reach around 300,000 listeners;
-    full-page ads in popular travel magazines such as Lonely Planet España, Viajes National Geographic and Viajar Magaine; and half-page ads in top national newspapers, including El País, El Mundo and ABC; and
-    extensive exposure on the Logitravel website until mid-July.

Barbara Wood, Tourism Ireland’s Manager in Spain, said: “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. We are rolling out a busy and targeted programme of promotions, to continue to grow Spanish visitor numbers to Ireland in 2018. Our co-operative campaign with Logitravel is an important element of that programme, to boost travel to Ireland during the summer months.”
  Billboard ad in Madrid metro station.

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.