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The City of Madrid takes aim at becoming the top European destination for the North American traveler


Starting June 1, the City of Madrid strengthens its collaboration with Iberia by increasing its air connectivity to the U.S., including a new route from Washington D.C.

MADRID, SPAIN – In an effort to increase and improve air connectivity from the U.S., the city of Madrid is collaborating with Iberia Airlines to launch its new Washington D.C. - Madrid flight. The destination is launching a robust promotional campaign in the United States market to elevate the city’s image and exposure of its tourism offer, becoming the European destination of preference and main point of entry to the continent for the North American traveler.

Starting June 1, Madrid increased its air travel from the United States by adding service from three additional gateways to the already existing six, resulting in more than 120 weekly frequencies. In addition to the new routes from Washington D.C. and Dallas, service from San Francisco will be reinstated. The number of flights to Madrid from the cities of 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.”

Promotional initiatives directed at the U.S. will focus on raising awareness and generating heightened demand for the tourism appeal of the Spanish metropolis. 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 Spanish capital, which is the central city within the country, will also look to extend the average stay of the U.S. visitor by empowering travelers to indulge in a wide array of experiential attractions throughout the city.

Other Promotional Activities in North America
In the coming months, the City of Madrid will implement new initiatives aimed at garnering recognition in the North American market. These actions will be executed by the destination and through public-private collaborations with partners such as 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, taking place in Las Vegas in August and IMEX America in October. Moreover, a roadshow and meetings with the Trade and MICE sectors will take place during the month of September in New York City and Chicago.

Additional collaborations between the City of Madrid Tourism Board and Iberia include their “Stopover Hola Madrid” program, which incentivizes overseas travelers to explore Madrid. The program will provide travelers with the opportunity to obtain discounts, accommodation advantages, transportation, shopping, leisure, restaurants, and cultural activities.

Starting in April and running through June, the Tourism Board is developing tactical and branding campaigns in New York City, Washington D.C., Miami, San Francisco, Dallas, Houston, Boston, and Chicago. The destination has also appointed a communications agency, Newlink Communications Group, with extensive experience in helping international clients break through the North American market, to spearhead this exciting chapter of Madrid’s promotional endeavors.

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