The Real Champions of Yemen

Despite the challenges faced by Yemen recently, Dunira Strategy who represent Yemen Tourism Promotion Board (YTPB) in the UK and Ireland, have been working on some exciting projects to help broaden perceptions and share an insight into this mesmerising country. 

An all-star cast including Ewan McGregor, Emily Blunt and Kristin Scott Thomas offer a glimpse into the captivating world of Yemen in the new movie Salmon Fishing in the Yemen. The film was recently released in the UK, following its successful release in the US, where the gross takings stood at more than $4 million. Dunira Strategy has facilitated the production of an advert promoting tourism in Yemen which is being shown in cinemas across the UK throughout the screening of the movie. Viewed by an estimated 75,000 cinema-goers in the first week alone, audiences have been charmed by the rich sights of the country.  

Another initiative which will win the attention of audiences will be the showcasing of Yemen’s seven Olympic athletes in a series of personal portraits, stories and interviews published through a range of social media channels including an interactive blog tracking the athletes’ progress during London 2012. By showcasing the athletes home regions, the development of their career paths, training and ultimately performance at the Olympics we will gain exposure into the diversity of the country and potential that it holds.  

Yemen Tourism Promotion Board Executive Director Fatima al-Huraibi commented: “The last year has been difficult for Yemen. But when we are ready to welcome back our friends in Europe and the rest of the world, letting them know that there is far more to Yemen than the revolution will be key to success. Our involvement in these innovative projects can help us achieve that and they present a great opportunity for Yemen to demonstrate its rich heritage and tourism offer.  Tourism is the industry that can offer perhaps the greatest opportunities for sustainable social and economic development in Yemen.”

Dunira Strategy has experienced continued interest in Yemen as a tourist destination from journalists, the media as well as individuals and groups. Exhibitions such as the Arabian Travel Market, and World Travel Market due to take place in London in November, are essential in helping Yemen educate the industry about its tourism capabilities. 
Any queries can be directed to yemen@dunira.com. 
Follow us on Twitter @DuniraStrategy

Georgina Jamieson