Dublin: Europe's secret

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Dublin is one of the most walkable capitals in Europe, so your clients can easily navigate the city on foot.

Kildare Village, which opened in July 2006, targets the savvy shopper with big brand names and discount prices. Fashion, homewares and sportwear is all up for grabs with prices up to 60% cheaper than in regular stores.

Brands on offer range from UK designer labels such as Karen Millen, Coast amnd L.K Bennett to gents favourites from the Savoy Tailors' Guild.

The discount shopping village is open air and boasts cafes restaurants and many alfresco dining opportunities.

What's more, the promenade winds through Kildar Village and becomes a broadwalk crossing the sacred ground around the runs of the 13th century Grey Abbey, so shoppers can experience Kildare town, its ancient tower and its cathedral after indulging in some retail therapy.

Additional sightseeing opportunities close to Kildare Village include the Irish National Stud and the Gardens and Horse Museum, so this makes for a great day out for all the family.

The strategy

Tourism Ireland is making its presence known in the Middle East and it is paying dividends with the number of Middle East travellers visiting Dublin, and Ireland, on the rise.

But the organisation's expectations remain realistic and it realises there's a long way to go.

"Ireland will never be a destination like Malaysia, but it's just a case of educating the trade and the consumers, getting a few people there, getting them to talk, because for the locals that's how it works. Word of mouth is important in the Middle East and the key is getting the word out there. The product on the ground in Dublin will not disappoint," says Ryan.

The region's travel trade is doing a good job of selling Dublin according to Ryan, but more could still be done.

"The problem with the trade is that they are used to promoting certain destinations so we need to educate them well," she says.

"It involves a lot of fam trips. We did two in April, one with eight agents from Dubai and Sharjah and the other with 10 agents from Abu Dhabi and Al Ain."

Tourism Ireland also pays regular visits to the trade and Ryan was she is always available to give agents hints and tips on how to sell Dublin.

"The trade is learning, but I think we need to push the consumers so they can push the agents," explains Ryan.

"The agents here are very friendly and they really want to help, but until they get more clients ringing up and requesting Dublin they aren't going to focus on the destination. "What's very positive is that many agents have said to us that they suggest Dublin now, whereas they didn't know about it before and that's a start isn't it?"

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