Madrid to Dublin – Tourism Ireland’s New Campaign Targets 7 Million Spaniards

Tourism Ireland has teamed up with Iberia Express in order 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 and is targeting 7 million Spaniards.

Throughout the campaign, Tourism Ireland will be working closely with airlines and airports to build demand, with Irish adverts appearing in the form of eye-catching outdoor ads on screens on the Gran Via, Madrid’s busiest shopping street.

Tourism Ireland will also email marketing to some 1.4 million people living in and around Madrid and promote the country with 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.

Iberia Express

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.

Speaking about this news, Tourism Ireland’s Manager for Spain, Barabara Wood, said: “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.”

She added: “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.

Tourism Ireland

“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.” For more information, visit

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