The emerald isle

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Private castles offer families secluded privacy in locations across the country.

Although it is a long-haul destination, Etihad is offering competitive introductory rates to help spread the word and encourage holidaymakers to try Ireland out for the first time, with prices starting from as little as AED 2300 (US $626) for a three-night package.

"Ireland offers a wide range of activities and holidays to suit all budgets and tastes," Wood adds.

"The Irish are renowned for being open and welcoming to visitors and when combining that with the rich culture and natural beauty of Ireland it is sure to be a very popular Etihad destination."

Wood also notes that Ireland is "a perfect destination" for a fly-drive holiday, allowing holidaymakers to explore the country at their own pace and get out of the capital to discover some of the remoter parts of the country.

A house in the country

Accommodation in Ireland ranges from the capital's five-star big name brands like Four Seasons, Conrad and Merrion, to independently-run guesthouses scattered around the country.

The latter can comprise anything from a 12-person traditional country house to an ancient castle for up to 90 guests, explains Mary Noone, business development manager, Manor House Hotels & Irish Country Hotels, which is responsible for marketing 63 such properties dotted around the Irish countryside.

Meanwhile, the Irish Hotel Federation has produced the "Be Our Guest Guide", featuring more than 1000 hotels around Ireland.

The brochure is divided into different regions and has separate sections for spa and golf. The guide can be viewed online at www.irelandhotels.com, which includes the contact details of all the hotels featured, so agents can contact them directly if a customer asks for a specific property by name.

Back in the capital, luxury boutique hotel The Morrison is positioning itself as the coolest property in town, with an extensive list of pop stars and TV personalities who have graced its trendy rooms and suites since it opened in 1999.

Its star-studded reputation aside, the hotel is situated just "40-steps" from the popular Temple Bar district (home to the city's most bustling nightlife scene), according to Gillian Nevin, the hotel's director of sales and marketing.

"We're not yet getting any visitors from the Middle East, but the market is extremely interesting and we hope it will start this year when Etihad launches its flights," Nevin says.

"Why go to London when you can go somewhere with all the things London has to offer but is at the same time a new destination that is friendly and fun? It's a huge family destination."

Marriott recently took over management of The Shelbourne Dublin, which has reopened as a Renaissance Hotel after extensive restoration.

The property has 265 rooms and 19 suites, the latter named after famous guests who had a long association with the hotel.

For events and meetings, the hotel's ballroom has been expanded to include a spacious grand ballroom that can cater to up to 350 guests for dinner. Twelve other conference and banqueting suites are also available.

As well as shopping, spending the weekend watching horses at the racetrack with the family remains one of the city's favourite pastimes, and Ireland prides itself as a family orientated destination.

"It's a family day out; it's not just a men only affair with serious gambling. There is live music with bands playing and carnival rides and all sorts of attractions for the kids," Nevin explains.

Family fun

Dublin's own tourism promotion board, Dublin Tourism has also stepped up its efforts to raise awareness of the city amongst Middle East tourists, joining Tourism Ireland in Dubai last month on its stand at Arabian Travel Market.

"We have excellent shopping; all the main brands are there," emphasises Sinead Barden, marketing and development executive, Dublin Tourism.

"There is an excellent range of hotels from one-star upwards, but there is a fantastic range of four- and five-star product."

Shoppers can find a mixture of top-end designer boutiques as well as discounted goods at wholesale prices in shopping outlets such as the Kildare Shopping Village in County Kildare.

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