TORONTO — Iberia brought a taste of Madrid to Toronto with an industry event yesterday morning at Ricarda’s.

Attendees heard all about Iberia’s new route connecting Toronto directly to Madrid and Europe while enjoying a Spanish-inspired brunch, complemented by 0.0% vermouth and olive oil tastings and a live jamón carving station.

The event featured remarks from Luis Martín Izquierdo, Vice-Minister for Culture, Tourism and Sport of the Madrid Regional Government; Almudena Maíllo, Councillor for Tourism at Madrid City Council; and Juan Cierco, Corporate Director at Iberia.

The new YYZ-MAD service, launched June 13, offers more than 37,000 seats between Toronto and Madrid during the summer season, plus connections to 46 destinations across Spain and more than 60 destinations throughout Europe.

The new flights operates five times weekly on Mondays, Wednesdays, Fridays, Saturdays and Sundays. The route forms part of Iberia’s Flight Plan 2030 growth strategy, which includes a €6 billion investment focused on fleet renewal and expansion, digitalization, customer experience enhancements and the addition of new destinations.

According to the airline, demand between Toronto and Madrid continues to grow, with nearly 70,000 passengers already travelling annually between the two cities.

“Toronto represents much more than a new route for Iberia. This connection allows us to reinforce Madrid’s role as one of the leading international hubs between the Americas and Europe, while offering Canadian travellers new opportunities to access our extensive network across Spain and Europe more efficiently,” said Cierco.

Passengers travelling through Madrid can take advantage of Iberia’s Stopover Hola Madrid program, which allows travellers to spend up to nine nights in the Spanish capital at no additional airfare cost before continuing to their final destination. The program includes a complimentary two-day public transportation tourist pass along with discounts on hotels, attractions, entertainment and shopping.

Lead image caption: Juan Cierco, Corporate Director, Iberia; Almudena Maíllo, Councillor for Tourism at Madrid City Council; Luis Martín Izquierdo, Vice-Minister for Culture, Tourism and Sport of the Madrid Regional Government (photos courtesy Annie Cicvaric)