Background:
The NYCTOURISM+CONVENTIONS Spain Sales Mission, organized by Aviareps, took place from January 27 to 30, 2025, targeting the travel trade market in Spain. The mission involved key partners including Big City Tourism, Empire State Building Observatory, Hudson Yards, NH Collection New York Madison Avenue, Rockefeller Center, and Wyndham Garden Brooklyn Hotel. The primary goal was to enhance awareness and knowledge of New York City’s attractions and new developments among Spanish travel agents and tour operators.

Solutions:
The Spain Sales Mission included a series of tactical elements designed to engage the travel trade effectively. This involved in-house training sessions with major Spanish tour operators, focusing on new attractions, hotels, and openings in NYC. The training aimed to increase awareness of what’s new in NYC and promote visitation to the partner products. Networking opportunities were also created to build relationships between product and marketing managers of major Spanish tour operators and travel agencies.
During the mission, the following events were held:
- January 27, Barcelona: Exclusive networking lunch with Key players in Barcelona
- January 28, Barcelona: In-house training sessions with B Travel & Catai, Tamdem Luxury, and Pangea.
- January 29, Madrid: In-house training sessions with Catai and Icarion.
- January 30, Madrid: In-house training with VECI followed by an exclusive networking dinner with Key Players in Madrid
Prior to the mission, a market update was provided to the partners, and during the training sessions, NYCTOURISM+CONVENTIONS presented updates on the market and plans for 2025. Each partner showcased their unique selling propositions (USPs) and new offerings, allowing participants to engage and ask

Results:
The Spain Sales Mission successfully trained and connected with over 126 travel professionals from Barcelona and Madrid through an intensive four-day program. Participants received valuable materials, including a Destination Fact Sheet, Hotel Development Update, and information on NYC 2025 and the Spain Visitors Profile. Additionally, branded materials were distributed during networking events, and United Airlines contributed with a presentation. The mission culminated in a raffle, offering travel agents the chance to win flight tickets to NYC, overnight stays at the Wyndham Garden Brooklyn Hotel, and admission tickets to various attractions.

Overall, the mission fostered significant relationships and increased knowledge of NYC’s offerings among Spanish travel professionals, paving the way for future collaborations and increased visitation to partner products.