The Kerala Tourism department has launched a campaign called ‘Yalla Kerala’ (Yalla means lets go) targeting tourists from Saudi Arabia, Oman, the United Arab Emirates, Kuwait, Bahrain and Qatar.
This comes on the back of a promotional campaign launched in Dubai recently aimed at Arab travellers by showcasing the state's backwaters and waterfalls on their city taxis.
As part of the campaign, airports in Dubai and Saudi Arabia will have displays of rich greenery, beautiful landscapes, natural attractions like backwaters and hill stations and art forms in Kerala, a report by S Anil Radhakrishnan for The Hindu says.
Apart from this, travel magazines distributed in the flight, television and radio in Dubai, Saudi Arabia will also feature Kerala Tourism advertisements.
As per the report, Monsoon, Ayurveda, Health and Wellness holidays, historical connections and cultural affinities will be the attractive features in Kerala for the Arabs.
“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,” Director of Tourism, P Bala Kiran told The Hindu.
In the taxi campaigning, as many as 200 Kerala-branded taxis will ferry the message of 'A Faraway Land Four Hours Away' with eye-catching visuals featuring hill stations, backwaters, waterfalls and also Ayurvedic therapies - through the streets of Dubai, the throbbing heart of the UAE.
Kerala received more than one lakh visitors from the region in 2015, with some 20,506 tourists from UAE alone. The majority came from Saudi Arabia with 51,149 Saudi nationals visiting last year, while Oman accounted for 18,763 footfalls, a press release from the tourism department last year said.