Iberia Express teams up with Tourism Ireland to promote Dublin as an off-season destination

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Tourism Ireland has teamed up with Iberia Express, to promote flights to Dublin from Madrid and to grow tourist numbers from Spain, which is a key market for the off-season.

The campaign, highlighting Dublin as the perfect winter city break destination, will reach more than 7m Spaniards through advertising on Madrid’s busiest shopping street, Gran Via, email marketing to 1.4m people living in and around Madrid; plus ads and social media on Iberiaexpress.com

Outdoor ad on the Gran Via, Madrid’s busiest shopping street.

Spain is the fifth largest market for Irish tourism. Travel by Spaniards to the island of Ireland has grown over the past 15 years  from 90,000  in 2000 to a record 391,000 visitors in 2016.

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Barbara Wood, Tourism Ireland’s Manager Spain, said: 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. About 21pc 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.”

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