Travelbiz were delighted to attend a very special trade gathering hosted by the Asturias tourism delegation and Aer Lingus, celebrating the launch of the brand-new direct Dublin–Asturias service, which will officially commence on 07 May 2026. The event brought together valued trade partners, airline representatives and tourism leaders to showcase one of Spain’s most authentic and exciting emerging destinations for the Irish market.

Hosted in the beautiful surroundings of Sole Seafood & Grill in Dublin, the afternoon perfectly reflected the spirit of Asturias — warm hospitality, exceptional gastronomy and a deep sense of regional pride.

The distinguished hosts included:

• Lara Martínez – Deputy Minister of Tourism of Asturias
• Jorge García – Deputy Minister for Infrastructure of Asturias
• Laura Pena – Director of the Spanish Tourist Office in Dublin
• 🇪🇸 Tatiana Gonzalez – Director of Tourism, Asturias
  🧀 Jose Angel – Asturias Cheese Maker, Asturias
• Kathryn Mc Donnell – Spanish Tourist Office in Dublin
• Sara Rivero – Spanish Tourist Office in Dublin

Also attending was Jenny Rafter, Head of Global Sales at Aer Lingus, who highlighted the importance of the new route within the airline’s expanding European network and praised the work of the Aer Lingus planning and commercial teams in identifying Asturias as a unique opportunity for Irish travellers and the travel trade.

The event also offered guests the opportunity to experience authentic Asturian flavours, including the region’s world-famous natural cider and award-winning artisan cheeses, while the menu at Sole beautifully connected Irish and Spanish culinary traditions.

Aer Lingus Expands with Asturias

The new Dublin–Asturias service forms part of Aer Lingus’ wider Summer 2026 expansion strategy, introducing several new European destinations to the Irish market. The Asturias route officially launched on 2 May 2026 and operates direct from Dublin to Asturias Airport (OVD).

Aer Lingus describes Asturias as one of Europe’s great “under-the-radar” destinations, known for its dramatic coastline, mountains, medieval towns and authentic cultural experiences.

The route currently operates twice weekly and is expected to appeal strongly to:

• Experiential travellers
• Luxury touring clients
• Active and adventure tourism markets
• Gastronomy and wine enthusiasts
• Repeat Spain visitors seeking something new
• Fly-drive holidaymakers

According to Aer Lingus and tourism industry reports, Asturias is rapidly emerging as one of Northern Spain’s most sought-after sustainable tourism destinations.

Why Asturias Matters for the Irish Travel Trade

Often described as “Green Spain,” Asturias offers an entirely different Spanish experience compared with the traditional Mediterranean destinations familiar to Irish holidaymakers.

Key Selling Points for Agents

1. Spectacular Nature & Scenery

Asturias is home to:

• The stunning Picos de Europa National Park
• Over 200 beaches
• Rugged Atlantic cliffs
• Emerald valleys and mountain villages
• Excellent walking and cycling terrain

The destination is ideal for clients seeking nature, wellness and outdoor adventure tourism.

2. Authentic Gastronomy

Asturias is internationally recognised for:

• Traditional cider houses (“sidrerías”)
• Cabrales and artisan blue cheeses
• Fresh seafood
• Michelin-starred dining
• Slow food and sustainable local produce

Food tourism alone presents enormous opportunity for the premium Irish market.

3. Untapped Luxury Potential

Asturias remains relatively undiscovered by mass tourism, making it highly attractive for:

• Boutique touring
• Luxury FIT itineraries
• Wellness escapes
• Eco-tourism
• High-end experiential travel

4. Strong Fly-Drive Destination

Excellent road infrastructure and manageable driving distances make Asturias ideal for:

• Self-drive holidays
• Northern Spain combinations
• Asturias + Galicia itineraries
• Camino extensions
• Multi-centre touring programmes

Key Trade Insights

A Different Spain

Asturias gives agents an opportunity to sell “another side of Spain”:

• Cooler summer temperatures
• Authentic culture
• Sustainable tourism experiences
• Fewer crowds
• Premium gastronomy
• Nature-led tourism

This is particularly important for:

• Repeat Spain travellers
• Mature luxury clients
• Adventure and active travellers
• Food and wine enthusiasts

Strong Seasonal Opportunity

Unlike heavily seasonal Mediterranean destinations, Asturias has:

• Strong shoulder season appeal
• Excellent spring and autumn touring potential
• Growing demand for sustainable tourism
• Increasing interest from experiential travellers

Huge Opportunity for Packaging

Trade opportunities include:

• Fly-drive packages
• Gastronomy tours
• Walking holidays
• Camino add-ons
• Wellness breaks
• Luxury coastal touring
• Boutique hotel programmes

Travelbiz Take

The launch event demonstrated not only the strength of the partnership between Aer Lingus and Asturias Tourism, but also the growing appetite within the Irish trade for new, authentic and experience-rich destinations.

Asturias feels perfectly timed for today’s traveller:

• Sustainable
• Authentic
• Scenic
• Gastronomic
• Premium
• Accessible

With direct access now available from Dublin, the region has all the ingredients to become one of the standout success stories on the Aer Lingus European network over the coming seasons.

Travelbiz would like to thank Aer Lingus, Turespaña and the Asturias tourism delegation for their wonderful hospitality and for introducing the Irish trade to what may well become Spain’s next great tourism success story.