Spain

About the Spanish market 

Spain is our fifth-largest source market – for overseas revenue, tourists and nights. In 2023, we welcomed 286,000 Spanish tourists to the island of Ireland, who spent €264/£230 million during their time here.  

Why should you target the Spanish market? 

Around six-in-ten (61%) Spanish holidaymakers are under 35 years old, younger than holidaymakers from other Mainland European markets. They are important visitors for the island of Ireland, staying an average of 6.2 nights and, while many will visit Dublin, a significant number travel to our regions. 

Two-thirds (66%) of Spanish holidaymakers were first-time visitors to the island of Ireland in 2023. The majority (96%) travelled independently and a quarter (24%) used a car.

Research undertaken by Tourism Ireland confirms that our Spanish visitors are active tourists. They like to explore our historical sites and engage in multiple events and activities while on the island of Ireland.

How to work in the Spanish market  

Tourism Ireland in Spain has a focus on digital and social media activity. Do you have eye-catching imagery or digital content to share? We highlight the wealth of things to see and do on our island through engaging and motivating content.

Do you have a Spanish speaker in your team? We target Spanish media through the regular distribution of news releases, media events and interviews, as well as familiarisation visits. We also engage with the Spanish travel trade, through our programme of trade webinars, sales missions and familiarisation visits. 

In an ever-changing and competitive market, we will work with you to select the marketing opportunity that’s right for you and support you in promoting your business, drive bookings and grow relationships from this all-important market.  

Upcoming activity  

Please check the Industry Opportunities section of our website on a regular basis, to find out what’s on offer and how you can be involved throughout the year. You can also register for email alerts for the latest information and upcoming opportunities. If you have any questions, please drop us a line – we're here to help. 

Further information about Spain