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

Salmon Fishing in the Yemen: A Slippery Debait

So what exactly is the fishy business surrounding the soon to be released in the UK (tomorrow actually – 20^th April) film: Salmon Fishing in the Yemen? The joint forces of Ghillie (term used for a professional fisherman that works the river, obviously!) McGregor and beauty Blunt are playing politics on the screen and the film is causing a swirl off-screen.

The splashing issue is that the film was shot mainly in Morocco and Scotland and not actually in Yemen, of course the country upon which the book and film are based. It must have been assumed by the director (Lasse Hallström - What's Eating Gilbert Grape, Chocolat) and crew that should it have been filmed in Yemen, the ebb and flow of the Arab Spring would not quite have offered the relaxing background setting required for the smooth and hypnotising flick of a fishing rod.

In comparison to the River Spey in the North East of Scotland, which was one of the main filming locations and whose toughest challenges for the film crew and cast may have been a shaggy Highland cow blocking the road, Yemen may have been a touch too thrilling.  It is just such a pity that the enchanting country could not feature more in the movie. Film-goers are being robbed of seeing the reel sites of Yemen that would have been at home in this satirical and sophisticated rom-com – gutting!

Nonetheless, I am looking forward to seeing Ghillie McGregs in action and at least film critics thus far have said that the filming locations are convincing and realistic. Luckily, for those going to watch the movie at one of the 248 cinema screens across the UK and Northern Ireland which is screening Yemen Tourism Advert, facilitated by Dunira Strategy and produced by Digital Cinema Media (DCM), you will taste an amuse bouche of what Yemen is really like and will most definitely be hooked.

Georgina Jamieson

Please watch the advert on http://youtu.be/67V3pgTK0-4 and follow the Yemen Tourism Promotion Board YouTube Channel.

Follow us on Twitter: @dunirastrategy @GeorginaJam