In a bid to woo the west Asian tourists, Kerala Tourism Board has launched ‘Yalla Kerala’ campaign in major countries like Saudi Arabia, Qatar, Bahrain, UAE, Kuwait and Oman.
‘Yalla’ which in Arabic means ‘let’s go’ aims to lure the growing popularity among the Arabian travellers to ‘God’s Own Country’ Kerala. This new initiative was adopted after a very positive response from the Arabian tourists to a campaign showcasing the state’s waterfalls and backwaters on Dubai’s taxis.
The ‘Yalla Kerala’ campaign is set to adopt the ‘most friendly destination’ outlook to position itself in the aggressive campaigns as Monsoon, Ayurveda, Health and Wellness holidays, historic and cultural affinities along with good connectivity in the Arabian landscape.
Commenting on the promotional campaign in various media, Director of Kerala Tourism Board, P Bala Kiran said, “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.”
In the taxi campaigning, as many as 200 Kerala-branded taxis will ferry the message of ‘A Faraway Land Four Hours Away’ from three international airports with eye-catching visuals featuring hill stations, backwaters, waterfalls and also Ayurvedic therapies – through the streets of Dubai.