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Kerala Tourism has rolled out a taxi campaign in Dubai targeting Arab travellers, showcasing the state’s features on taxis on the Dubai roads. Around 200 Kerala-branded taxis carry the message of ‘A Faraway Land Four Hours Away’– with visuals featuring hill stations, backwaters, waterfalls and also Ayurvedic therapies. 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 Tourism, Kerala. “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 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. Kerala received more than one lakh visitors from the region in 2015, with some 20,506 tourists from the UAE alone. The majority came from Saudi Arabia with 51,149 Saudi nationals visiting last year, while Oman accounted for 18,763 footfalls. “As the holiday season in the Middle East coincides with the Monsoon season here, Kerala is well-positioned to benefit from the influx of travellers looking to trade in the sizzle and dust for cooler climes and greener pastures,” said U.V. Jose, Director, Kerala Tourism.

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