Dublin: Europe's secret

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Middle East travellers will enjoy the bustling streets of Dublin.

Travel agents looking to sell a new European city this summer should look to Ireland's capital Dublin, which mixes traditional Irish charm with modern cosmopolitan sophistication, offering something for everyone.

With Europe proving such a popular summer haunt with the Middle East market it's a good idea for agents and operators to keep their portfolio of offerings varied and fresh.

While London, Paris and Geneva remain favourites there is so much more of the continent to explore and many add-on options to offer.

Ireland's capital Dublin is one of them and is easily accessible from most European cities, particularly London.

With Etihad Airways now flying daily to the city, Dublin is grabbing the attention of UAE travellers, aided by the efforts of Tourism Ireland's GCC representative, Dubai-based Gulf Reps, which is greatly expanding its trade and consumer activity in 2008.

According to Tourism Ireland figures, around 10,000 people from the GCC visited the country in 2007 but there has been a 30% increase in visitors from the UAE alone so far in 2008.

"Dublin is the most popular destination in Ireland with Middle East travellers because it's what people know, and now that the airlines are flying there it's managed to become even more popular," says Tourism Ireland GCC account manager Aiveen Ryan.

"It's the capital city, it's vibrant and really cosmopolitan, so it's the natural first choice and entry point if you're going to visit Ireland."

Dublin has undergone many changes in the past 10 years according to Ryan, becoming more multicultural, particularly following Ireland's entry into the European Union, but this hasn't changed the "old charm and traditions."

"It's unique because of that new youthful energy, but it's also the typical friendly Irish city; the sort of place where you can say hello and chat to people in the street. You'll always have a good time there," she says.

Ryan says although the UAE is Ireland's key source market there has been "strong interest" from business and leisure travellers from Saudi Arabia and Kuwait who enjoy sampling the city's "cultural delights."

"Dublin has got a lot to offer everyone. It's family-friendly, a great walking city - one of the most walkable in Europe - and there are lots of things to do," she says.

"You could visit one of the many parks, there are bus tours, shopping on Grafton Street, lots of excellent restaurants, the famous nightlife, theatres and music."

As well as these cultural pursuits, the weather is a big draw for Middle East guests trying to escape to harsh summer temperatures of the desert.

"People are looking for a cool, temperate climate and if they want to escape the heat and visit a place where you can just walk around, Dublin is ideal as there are parks and greenery everywhere," says Ryan.

The increase in interest from the Middle East has also led to an increase in the number of hotels catering to the needs of travellers from the region and the market is "adapting" according to Ryan.

"A lot of the five-star hotels - Four Seasons, Marriott, the Fitzwilliam - they're all adapting their product slowly and Dublin Tourism is looking to do the same and has a long-term strategy to have more Arabic speakers working in the travel and tourism industry. They are definitely catering to the needs of the Middle Eastern market now," she adds.

Kildare Village temptations

While Dublin's city centre has much to offer, client may wish to venture outside the metropolis where they'll find countryside, golf courses, historial sights and more shopping opportunities.

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