Close on the highly successful Kerala-branded taxis on the streets of Dubai and marketing campaign last year, Kerala Tourism has launched an ‘Yalla Kerala’ campaign in key West Asian markets to draw Arab tourists to the State.
Kerala Tourism’s ₹7-crore campaign to woo the travellers from the emerging markets of Saudi Arabia, Oman, the United Arab Emirates, Kuwait, Bahrain and Qatar is by highlighting the proximity, “just four hours away” by flight, to the three international airports here.
Airport translites have come up in vantage points in the busy airports of Dubai and Saudi Arabia displaying the rich greenery, beautiful landscapes, natural attractions like backwaters and hill stations and art forms. In-flight and travel magazines, television and radio in Dubai and Saudi Arabia are being used to woo tourists under ‘Yalla Kerala’ (Yalla in Arabic means let’s go).
The God’s Own Country is positioned as a “friendly destination” to the Arab tourists in the aggressive campaign as Monsoon, Ayurveda, Health and Wellness holidays, historical connections and cultural affinities along with good connectivity have already been attracting Arab tourists in large numbers forcing Keala to concentrate on West Asia.
Outbound travel
Outbound travel had quadrupled in the last 20 years and the prospects remain positive for the sector despite the negative impact of the socio-political unrest in West Asia.
“The tourist arrivals to Kerala from the six nations have shown a growth in the range of 42.54% to 169.05% in 2016.
The significant chunk of the marketing funds is being used in view of the increase in Arab footfall,” says Director of Tourism, P. Bala Kiran, on the promotional campaign involving online, print and TV media.
Kerala Tourism and stakeholders of the travel trade had joined hands to woo Arab tourists to the State during the lean months by participating in the four-day Arab Travel Market in Dubai this year.
