Kerala targets UAE residents with new tourism promotion

Kerala Tourism has rolled out a new promotional campaign in Dubai targeting Arab travellers. 

Overview of Kerala

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 as well as Ayurvedic therapies – through the streets of Dubai.

The campaign will see the cabs take to the streets sporting wrappings aimed to promote the state’s Monsoon getaways.

“Apart from the favourable climate, the relative proximity and excellent air connectivity between Kerala and the cities of the Middle East make it easier to attract holiday makers to the state,” said Dr Venu V, principal secretary, Kerala Tourism. “Dubai, being the hub for air travel in the region, was the logical choice of location for the marketing campaign. The exposure and footfalls gained by Kerala will bear this out.”

The campaign, inspired by the previous highly successful branding efforts on London taxi cabs and the Mumbai metro, will run until 15 August 15. Besides serving to augment Kerala’s destination pull, it is an acknowledgment of the growing importance of the Middle East outbound tourist market – the world’s fastest-growing segment with a 9% rise in outbound trips in 2015.

Kerala received more than 20,500 tourists from the UAE alone last year. Saudi Arabia accounted for 51,149 visitors, while Oman accounted for 18,763 visitors.

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