Yemen’s Ministry of Tourism has appointed Edinburgh-based Dunira Strategy as its PR Representative in the UK and Ireland. “The UK and Ireland are key markets for us with direct non-stop flights from London Heathrow with Sana’a a gateway to the whole country.  With adventurous and culturally sensitive individuals, these markets form our target audience and our unique range of attractions will surely capture their imagination.  We hope this new partnership will be the beginning of a wider economic and cultural exchange, bringing our nations closer.” said Yemen Tourism Promotion Board (YTPB) Executive Director Ahmad Al Biel.
 
Over the coming months in the lead-up to World Travel Market Dunira will work closely with the YTPB to promote one of the world’s least visited countries. A roadshow will be held across Europe with a London event in September.
 
With considerable international experience in many countries, including Croatia, Georgia, Iran, Laos, Lebanon, Nepal, Poland, Russia and Serbia, Dunira has a special interest in the role of tourism in social and economic development in emerging destinations.
 
Dunira’s Managing Director Benjamin Carey mentioned that: “We have developed a reputation for working in less established destinations.  Although Yemen does not have a high profile and the British Foreign Office is currently discouraging visits, recent UK and Irish tourists tell us that they felt entirely safe travelling around the country.  Abounding in natural and cultural resources, Yemen is an extraordinary country, which deserves to be more widely recognised as an outstanding and unique destination.”
 
Mr Al Biel explained “Dunira struck us as being particularly passionate about Yemen.  With a strong track record of successful project delivery and a commitment to sustainable economic development and environmental management underlying their previous PR and marketing work, their values and vision of Yemen’s standing in the UK and Irish consciousness perfectly matches our own.”
 
UK visitors to Yemen reached a record high of 9,230 in 2006. However, the 2008 number is expected to be lower following a recent spate of violence targeting foreign interests, for which an action plan is in place, and civil unrest in the North, which is being addressed through international mediation.
 
Yemen recognises the urgent need to promote its many, often overlooked attributes - an ancient, well-preserved culture, mountains, orchards, deserts and coral seas – in addition to addressing the country’s security risks. 
 
Dunira will be responsible for all PR-related activities within the UK and Ireland, as well as English-speaking media markets throughout Europe.