Tourism Ireland in Spain unveiled its themes for the Spanish market for 2019 recently, at an event in Madrid attended by over 50 travel and lifestyle journalists.
Attendees included representatives of Condé Nast Traveller, Cosmopolitan, El Mundo and El País, as well as social influencers and Spanish travel professionals.
There was a special focus on Northern Ireland at this year’s event, with a Game of Thrones theme and representatives of Visit Derry in attendance. Tourism Ireland also unveiled its new Fill your Heart with Ireland campaign (in Spanish, “Irlanda llega a tu corazón”). CSO figures for January 2019 indicate a positive start to the year, with growth of 28% in arrivals from Spain compared January 2018.
“In 2018, we welcomed around 443,000 Spanish visitors to Ireland,” said Barbara Wood, Tourism Ireland’s Manager Spain. “Our new Fill Your Heart With Ireland campaign is now live, targeting Spanish travellers on popular video websites and social platforms. We are also rolling out a number of co-operative campaigns with partners like Aer Lingus, Ryanair, Iberia Express and Logitravel.”
Tourism Ireland is placing a greater focus on driving growth to less visited attractions and locations, as well as on driving business in the off-peak and shoulder seasons. Around 37% of all Spanish visitors to Ireland arrive in the off-season months of Q1 and Q4.
Tourism Ireland will roll out a digital and outdoor campaign with Aer Lingus during March, highlighting flights from Madrid and Barcelona to Dublin and from Barcelona to Cork. Tourism Ireland will partner with Ryanair, also in March, promoting flights from Madrid, Barcelona and Santander to Dublin. Other joint campaigns this spring will see Tourism Ireland work with Iberia Express and with online travel agents (OTAs) like Logitravel and Atrapalo.