Statistics show that Yemen has reached a new record after witnessing a 52% increase in UK tourism arrivals into the country.
Despite the appointment of the first female director, with UK tourist arrivals peaking at an increase of almost 5, 000 visitors the Yemen Tourism Board are keen to continue to adopt alternative approaches to further attract the UK market.
In terms of engaging the UK market, the Yemen Tourism Promotion Board (YTPB) teamed up with Dunira Strategy, an Edinburgh-based sustainable tourism consultancy in 2008 to act as representation in the UK.
The following year, Dunira strategy organised several successful press-trips and familiarisation trips for British journalists and tour operators, providing an insight of Yemen to the participants.
The coming year’s promotional programme will see the Yemen tourism representatives at an event in June, in connection with the Royal Geographical Society
“Since the beginning of their involvement with the UK market, the YTPB’s UK representatives have been lobbying to change inconsistent travel advice regarding Yemen and drafting informative press-releases”, said Anna Cote, a representative from the Yemen Tourism Promotion Board, UK & Ireland.