Raphael de Lucca, from Iberia, highlights expansion in Brazil and audience immersion in the Iberia Space

Newly arrived at Iberia, where he assumed the position of country manager for Brazil in September — also representing British Airways in the country — Raphael de Lucca describes this phase as a time of enthusiasm and great activity. He says that the reception was warm and aligned with a clear mission: to lead the company through its greatest growth cycle in the Brazilian market.
 

According to De Lucca, Iberia has been preparing intensively to increase its presence in Brazil, and this is already reflected in aviation. "In 2025 we had the largest seat offering in history between Madrid and Brazil, and a new record is on the way for 2026," says the executive.

The brand's new positioning in Brazil

Among the challenges he took on right from the start, De Lucca was given the mission of leading one of the company's most symbolic projects in the country: the Iberia Space. The experience center operates between November 3rd and 30th on Rua Oscar Freire, with the goal of bringing São Paulo residents and aviation enthusiasts closer to the company's universe.

“It’s a space with multiple objectives, a reconnection with the brand. The idea is to showcase this new Iberia arriving in Brazil: a remodeled fleet, revamped products, and new Spanish experiences inside the plane,” highlights De Lucca.

Immersion in aviation, culture and gastronomy.

The goal of the Iberia Space was to go beyond promotional activities and offer real experiences of flying and the Spanish atmosphere. The public experienced the seats of the Airbus A350 with in-flight service, piloted a professional simulator with instructors, tested virtual reality experiences, and visited an exhibition of historical uniforms.

The program also includes wine, tapas, and jamón tastings, as well as special events, activities in partnership with La Liga, and a lounge area inspired by the company's VIP lounges.

“Everything here came from Spain: armchairs, simulator, furniture. It’s a huge resource, not only financially, but also in terms of mobilizing the company,” explains De Lucca, reinforcing the care taken to maintain the brand’s visual and sensory identity.

A global structure arriving in Brazil for the fourth time.

Created in Madrid in 2022 as an initiative to resume flights post-pandemic, the Iberia Space has already been to Bogotá, Mexico City, and Argentina before landing in Brazil. The São Paulo edition was the most comprehensive outside of Spain.

According to De Lucca, the impact was massive. The company brought its main partners to the event—operators, consolidators, corporate agencies, OTAs—as well as press and influencers. “The outcome is extremely positive. Virtually the entire trade was impacted. We are entering 2026 much stronger than before,” he celebrates.

Increased flights and fleet updates

The operational expansion follows the company's strategic move. In São Paulo, Iberia already operates two daily flights. In Rio de Janeiro, it seeks to increase the current rate of five weekly frequencies to daily operation.

But the big news is the arrival of the A321XLR, which will make it possible to serve the Northeast with greater efficiency and comfort.

“We will operate flights between Recife and Madrid starting December 13th, with three weekly flights, and between Fortaleza and Madrid starting January 19th. It's a narrow-body aircraft with wide-body features, with flatbeds in business class and a 3-3 cabin in economy, making it extremely comfortable,” explains the country manager.

The relationship between Iberia, British Airways and the IAG group.

De Lucca also acts as the representative for British Airways in Brazil, but clarifies that this is not a direct ownership relationship. Both companies are part of the holding company IAG - International Airlines Group, which includes five airlines: Iberia, British Airways, Vueling, Level, and Aer Lingus.

Within the group, some areas operate in an integrated manner — such as loyalty and back-office structures — while marketing, operations, and frequent flyer programs retain their own characteristics. "I report to Madrid for Iberia and also have a report in London for British Airways," explains the executive.

British Airways operates in Brazil with one daily flight to São Paulo and another to Rio de Janeiro, the latter with an extension to Buenos Aires.

Consistent growth in traffic between Brazil and Spain.

Iberia's operational moment is one of strong expansion in the country. De Lucca highlights that the supply of seats grew by 27% between 2024 and 2025 and that the growth will continue above 20% in 2026, driven especially by new routes in the Northeast.

Regarding Latin America, the executive emphasizes that the region is the most important for Iberia outside of Spain. Although Brazil is not yet the main Latin American market, the current expansion puts the country in the spotlight. "With the opening of Recife and Fortaleza, Brazil becomes the only country in Latin America with four cities in operation. This shows our special attention to the country," he states.

Reporting and photo: Mary de Aquino.