Dublin: Europe's secret

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.

KildareVillagetemptations

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.

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?"