The Spanish Tourism Office in Dublin successfully presented the first edition of Spain Talks in Ireland at the Radisson Blu Royal Hotel
The Spain Talks international forum is part of a series of initiatives aimed at positioning Spain as a global leader in sustainability, facilitating the exchange of ideas and collaboration between sector experts and key stakeholders from main source markets.
Having been held in countries like the United Kingdom, the USA, and Italy, the forum’s inaugural Irish edition brought together leading voices from Spain and Ireland to share best practices, foster collaboration, and recognize outstanding contributions to responsible tourism.
The event opened with a welcome from the director of the Spanish Tourism Office in Dublin, Laura Pena, and was moderated by renowned journalist and travel commentator Eoghan Corry.
Antonio Martin-Machuca, Head of Cooperation Management Andalusia Tourism Board
First panel, “Tourism Products and Experiences for a More Sustainable Tourism
Model”, featured a dynamic exchange of insights. Clare Dunne, CEO of the Irish Travel Agents Association, advocated for integrating sustainability into everyday travel choices and promoting visits to lesser-known destinations year-round. This was echoed by Mary Denton, CEO of Sunway Travel, who highlighted a growing consumer trend towards responsible holidays and a shift away from overcrowded hotspots. From the Spanish perspective, Juan José González, Sales Director of Paradores, emphasized the importance of preserving natural
environments, announcing a new Parador in Ibiza and a strategic focus on driving tourism toward rural, less-populated areas known as “Empty Spain.” Abigail Sigüenza, Strategic Marketing Director of Madrid Destino, called for tourism models that benefit both visitors and residents, championing visitor dispersion and improved city connectivity through partnerships.
The keynote address was delivered by Donal Moriarty, Chief Corporate Affairs Officer at Aer Lingus, who acknowledged the sector’s challenges but affirmed that a sustainable future is achievable, detailing the airline’s active work towards integrating Sustainable Aviation Fuel (SAF) into its operations.
“Good Practices in Sustainable Tourism”, delved into practical applications. Natalia Bóveda, Marketing Executive at Costa del Sol Tourism, showcased the destination’s diversification beyond its famous coastline into inland tourism and its pursuit of sustainability certification with Green Destinations. Pere Granados, Mayor of Salou, stressed the critical balance of environmental, social, and economic factors to enhance the wellbeing of both residents and visitors. From the Irish side, Ken Lyons, Sustainability Manager at CIE Tours International, noted that modern travellers value tangible sustainability efforts over mere labels, demanding proof of real action. Pat Neville, Communications Manager at Coillte, focused on the role of nature, outlining efforts in forest restoration to make Ireland’s natural landscapes more sustainable for tourism.
The programme also featured presentations from the event’s valued partners. Diego Juárez, representing Spain by Train, highlighted the convenience, speed, and low-carbon benefits of Spain’s extensive high-speed rail network, presenting it as the ideal way to explore multiple destinations sustainably. Antonio Martín-Machuca, Head of Cooperation Management at the Andalusia Tourism Board, reinforced the region’s strong commitment to responsible tourism, showcasing its wide range of sustainable travel experiences and emphasizing the excellent air connectivity between Ireland and Andalusia.
Natalia Boveda, Marketing Costa del Sol Tourism, Pero Granados, Mayor of Salou, Ken Lyons, CIE Tours International, Pat Neville, Communications Manager, Coillte
The event concluded with the Tourism Sustainability Awards Ceremony, which honoured Irish professionals and organisations for their significant contributions to advancing sustainable tourism in Spain. The 2025 award winners were:
• Media Award: Tom Sweeney, Travel Editor at The Herald, for his article on Vitoria-
Gasteiz. The piece masterfully explores the culture, gastronomy, and nature of this
lesser-known inland Basque city, promoting respect for local communities and urban
sustainability.
• Ambassador Award: Dearbhaile Ní Dhubhghaill for her blog, This Wild Life of Mine.
Created by the Irish zoologist, the blog inspires readers to explore Spain responsibly
through personal stories and expert insights, championing lesser-known places.
• Experience Award: The Travel Department for their “Treasures of Southern Spain”
package. Recognised as the best package promoting sustainable tourism, it offers an
inclusive, cultural itinerary for solo travellers and promotes the principles of slow,
responsible tourism.
• Business Award: Follow The Camino for their exemplary ESG project. The specialised
tour operator was praised for its carbon footprint compensation programme, low impact
hiking and cycling tours, direct support for local communities, and a transparent sustainability policy.
For more information, visit:
https://www.tourspain.es/consejerias/dublin/en/spain-talk-2025/
https://www.tourspain.es/consejerias/dublin/en/spain-talk-2025/
