A warm Irish welcome

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The friendly Irish folk are one of the country’s USPs.

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Geraldine Egan.

Cold weather and a warm welcome make Ireland an attractive destination for travellers from the GCC this year, according to Tourism Ireland. So ATN prepares agents for the easiest of hard sells.

With a new agent hub opening in Abu Dhabi and talks of an Irish Embassy to be launched in the capital by the end of the year, Tourism Ireland is determined to attract more visitors from the GCC.

"It's something new in this region, but we believe Ireland will suit the people here - we've done our research," said Tourism Ireland GCC account manager Aiveen Ryan.

According to Ryan, it's not Ireland's stunning scenery, luxury hotels or attractions that will make the destination a hit with the Middle East visitor - it's the people.

"From our research, they like our warm and authentic welcome. Many countries boast magnificent scenery and we're no different; we have breathtaking landscapes, but what tourists tell us again and again is it's the Irish people they love," said Tourism Ireland manager of new and developing markets Geraldine Egan.

This theory is encapsulated in the board's latest advertising campaign, which bears the slogan ‘Ireland, the island of unique character and characters.'

However, you can't sell a new destination solely on the promise of good hospitality and a host of friendly folk. That is why Tourism Ireland brought three of its key trade partners, representing some of the country's unique selling points to the UAE last month as part of its regional trade mission.

From the horse's mouth

One of these guests was Irish National Stud marketing and promotions officer Frieda O'Connell.

Located 30 miles from Dublin in Kildare Town, The Irish National Stud is spread across 958 acres comprising of 258 boxes housing some of Ireland's finest thoroughbred mares, foals and stallions.

"Horses provide a strong link between the UAE and Ireland, with His Highness Sheikh Mohammed Bin Rashid Maktoum and family owning up to five stud farms in the country," said O'Connell.

The stud sells itself as a family attraction. Facilities include daily guided tours of the stud and world-famous Japanese gardens, a gift shop, free car and coach parking, home-cooked food on offer in the restaurant, a picnic area and four acres of woodland walks in St Fiachra's Garden.

O'Connell recommends that agents include the Stud as part of a city holiday package to Ireland's capital, Dublin, to give clients a welcome escape from the hustle and bustle of the city.

The Stud is just a short journey from Dublin by car, coach or train and a free shuttle bus runs from the stud into the neighbouring Kalie Village so visitors can make a real day of it. This is about as cultural as it gets when it comes to promoting Ireland in the Middle East as Tourism Ireland's market research revealed that nationals travelling from this region generally weren't looking for culture as part of their holiday package.

Island of wellbeing

Instead, post-visit surveys highlighted luxury, rest and relaxation as being highly desired among GCC nationals choosing a new holiday destination.

In recognition of this, there has been a huge investment in spa across the country. "Ireland is naturally scenic, so having a beautiful spa in gorgeous surroundings on an island is a big draw," said spa-ireland managing director Alison Bell.

Bell set up the spa-ireland.com, an online booking facility for spas, last year. The spas featured on the website are those that Bell - being from a holistic background herself - says she could personally recommend.

"Agents should use the website as a knowledge point and we're able to help them put together a tailored programme and negotiate rates," she says.

Bell also points out that many of the spas on the website are designed and managed by international spa consultant ESPA, which caters to the Arabic culture; with separate areas for men and women and an emphasis on privacy and discretion.

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