The City of Madrid Tourism Board recently announced a partnership with Iberia for its new service between Washington D.C. and Madrid. The destination has kick-started a campaign in the U.S. market to elevate the exposure of its tourism offerings.
Madrid recently increased its air travel from the U.S. by adding service from three new gateways to the already existing six, resulting in over 120 weekly frequencies. Besides the new routes from Washington D.C. and Dallas, service from San Francisco will be reinstated. The number of flights to Madrid from Los Angeles, Miami, New York City and Boston will also increase this summer.
“Through this deepened alliance with Iberia and an extensive program to promote the City of Madrid, we are further establishing the U.S. as a key market for us, solidifying our efforts to increase and facilitate travel,” said Almudena Maíllo, the delegate councilwoman of tourism for the City of Madrid. “Starting this summer, Madrid will have a prominent presence in Washington D.C., positioning the city as a top destination for the North American traveler. A delegation from Madrid will showcase our latest developments in front of journalists, travel industry members, heads of national organizations and companies, right in time for the summer.”
Trade, marketing and public relations efforts will emphasize Madrid’s premium, luxury, incentive travel and business (MICE) segments. Key objectives include increasing the number of travelers from the U.S. to Madrid and strengthening its position as a top luxury and slow travel destination in Europe. The city will also look to extend the average stay of the U.S. visitor by offering a range of experiential attractions throughout the city.
Future plans of the City of Madrid include new initiatives via public-private partnerships with TourSpain, Virtuoso and the U.S. Tour Operators Association (USTOA), among others. Madrid will present itself as a driving force in the market through events such as Virtuoso Travel Week, which will be held in Las Vegas in August and IMEX America in October. Additionally, a roadshow and meetings with the trade and MICE sectors will be held in September in New York City and Chicago.
Further collaborations between the City of Madrid Tourism Board and Iberia include the “Stopover Hola Madrid” program, which incentivizes overseas travelers to explore Madrid. The program will provide travelers with the opportunity to avail of discounts, accommodation advantages, transportation, shopping, leisure, restaurants and cultural activities.
The tourism board has also developed branding campaigns in New York City, Washington D.C., Miami, San Francisco, Dallas, Houston, Boston, and Chicago. The destination has appointed Newlink Communications Group, a communications agency, to spearhead the city’s promotional endeavors.
For more information, visit www.iberia.com/us.
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