Iberia lands in Toronto with ambitious growth plans — and eyes Montreal

Iberia, Spain's flag carrier and core part of the International Airlines Group (IAG), brought a taste of Madrid to Toronto Tuesday (Jun 15), hosting media at downtown Toronto's Ricarda's restaurant. 

Guests were treated to a Spanish-inspired brunch, while getting a look at what the new direct Toronto–Madrid route means for Canadians.

The event featured updates from Juan Cierco, corporate director at Iberia; Almudena Maíllo, councillor for tourism at Madrid City Council; and Luis Martín Izquierdo, vice-minister for culture, tourism and sport of the Madrid Regional Government, with all four sharing that Canada is a priority, and Madrid is ready to deliver.

Direct to Madrid & beyond

Iberia's Toronto–Madrid service launched June 13, operating five times weekly on Mondays, Wednesdays, Fridays, Saturdays and Sundays with more than 37,000 seats available this summer and a projected economic impact of about 31 million euros on the GDP of both countries.

The route is operated by the Airbus A321XLR, a single-aisle jet offering 182 seats across business and economy cabins, for which Iberia was the world's launch airline in November 2024.

According to Iberia, the aircraft delivers up to 40 per cent better fuel efficiency than comparable wide-body aircraft. "This aircraft allows us to open destinations that were previously much more difficult," said Cierco, and Toronto is proof.

The new route is part of Iberia's largest international expansion to date: six new long-haul routes in just eight months, joining Orlando, Newark, Fortaleza, Recife and Monterrey.

Through Madrid's Adolfo Suárez hub, Canadian travellers connect to 46 destinations across Spain and over 60 across Europe.

One product worth adding to agents' toolkits is Iberia's Stopover Hola Madrid, including one fare, two destinations, with up to nine nights in Madrid at no additional airfare cost, plus exclusive discounts on hotels, dining, shopping, transport and cultural activities.

Iberia's Train & Fly partnership with Renfe covers 20 Spanish destinations, while Bus & Fly with Alsa reaches 26 more, giving clients easy access to the whole country via Madrid.

Toronto just the start

According to Iberia, the addition of Toronto to its network represents an important step forward in the airline's international growth strategy and in consolidating Madrid as one of the leading global hubs between Europe and the Americas.

"This connection not only expands travel options for our customers, but also helps strengthen economic, business and tourism ties between Canada, Spain and Europe as a whole," said Cierco.

Canadian arrivals to Madrid grew 9.5 per cent in 2024, one of the strongest performances among the city's long-haul markets.

"Torontonians can now reach Madrid directly and find a city that welcomes them warmly. A place where world-class cultural heritage and a genuinely passionate way of life are there to be experienced at every turn," explained Maíllo.

In an interview with PAX, Cierco confirmed that the priority is first consolidating Toronto into a daily service, and then eventually a year-round one. As for other Canadian cities, Montreal would be the next Iberia explores, though not immediately: "The word 'Montreal' is clearly written as one of our possible next destinations," he said.

All of this sits within the airline's Plan de Vuelo 2030 (Flight Plan 2030), a six-billion-euro investment roadmap with 70 per cent directed at fleet renewal and expansion, and the remainder going toward full long-haul cabin refurbishment, free in-flight Wi-Fi for all passengers, AI-driven technology and a new Iberia corporate campus near the airport.

"When Iberia arrives in a country, it arrives to stay," Cierco told attendees. "We are not an opportunistic airline."

Cierco explained that "we want to show (the Canadian trade) that (Iberia) is ready for the expectation they have in Europe, not only as an airline, but also as a city and as a country."

Cierco was referring to reliability, speed, and accountability. "If the customer has a problem, solve it very, very fast," he said.

"For travel agencies, they can be very comfortable working with Iberia. Iberia will always be here."

Madrid: "A destination in the spotlight"

In 2025, Madrid welcomed 16.5 million visitors generating 17.9 billion euros in international spend, up 11 per cent versus 2024 and 71 per cent above 2019.

Some accolades mentioned during the presentation include Europe's Best Destination 2026 and World's Best Urban Destination 2025, among others. Canadians spent 134.3 million euros in Madrid last year, drawn primarily by city visits, cultural experiences and shopping.

Within 60 minutes of the capital lie three UNESCO World Heritage Sites, authentic villages, palaces and natural landscapes. The heritage core is walkable and ranked number one worldwide for that experience, with the airport just 20 minutes from the city centre by metro, bus or train.

Sports, culture & everything in between

For Canadian travellers who plan their trips around sports and major events, the presenters shared that there’s plenty on Madrid's calendar worth booking around.

The brand-new Formula 1 Spanish Grand Prix hits Madrid's purpose-built IFEMA circuit this September, part of a 10-year hosting deal that puts the city on the F1 map for the foreseeable future.

On November 8, the newly renovated Bernabéu stadium with 85,000 seats and 1.55 million tour visitors per year will host the Cincinnati Bengals vs. Atlanta Falcons in the second annual NFL Madrid Game, with 42,000 international visitors expected.

The newly created Royal District centres on the Royal Palace of Madrid, the largest palace in Western Europe, and the adjacent Gallery of Royal Collections, named European Museum of the Year for 2025.

Isabel Martin-Benitez, director of the Tourist Office of Spain Canada in Toronto, shared with PAX that Spain's appeal for Canadian travellers is only growing:

"In 2022, we had just eight direct routes from Canada to Spain. Now we have 17 this year. Spain is not just a summer destination for Canadians. It's a winter, fall and spring destination - beautiful all year round."

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