One of the hardest PR gigs at the London Olympics must be that of the Edinburgh agency promoting Yemen as a tourist destination through its athletes.
The US Department of State, the UK Foreign and Commonwealth Office and the Australian Department of Foreign Affairs each advises against travel to Yemen by their nationals, and further warns their citizens already in the country to get out.
"There is a very high risk of kidnapping throughout Yemen, including in the capital Sana’a," advises the Australian Smart Traveller website.
Durira Strategy, an independent marketing, PR and training consultancy with a focus on the sustainable development and environmental management of tourism, is behind the Yemen Tourism Board’s launch of a social media campaign to promote "charming Yemen".
The campaign is built around the four Yemeni Olympians competing at London 2012.
Fatima Sulaiman, born in Taiz, who will compete in the women’s 100m sprint, said, "Whilst Taiz is perhaps more like the Highlands of Scotland and we have better coffee nearby in the original Mocha, it will be great to be in London and show the world a different side of Yemen."
Benjamin Carey, MD at Dunira Strategy and the campaign leader, said that the Olympics and tourism were totally connected.
"Emerging countries like Yemen has to make the best of this opportunity showing their beauty to the world through the Olympians."
By Ian Jarrett
