RTA launches public awareness campaign for 'Salik'

The campaign is part of RTA's sustained efforts at enhancing awareness of Salik's principal objectives - effectively manage traffic in Dubai and minimise congestion.

Engineer Maitha Bin Adai, CEO of the RTA's Roads and Traffic Agency, said: "Salik is one of several projects that the RTA is currently implementing to provide a world-class roads and transport infrastructure in Dubai. The new service, which will be launched in July 2007, will further strengthen RTA's commitment to implement cutting-edge traffic management solutions that will contribute to the use of alternative routes, and decrease pollution levels by reducing the number of cars on the roads and driving time."

Eng. Bin Adai added that the public awareness campaign is aimed at motorists and will explain how to register for the service and make use of the new initiative and other informations as the selling points where the cards are available, how to buy it and how to recharge the credit ."Dubai's toll system will be on par with international standards and is necessary as a result of heavy demand on the road infrastructure," he said.

Eng. Bin Adai explained that the brand name Salik reflects the objective of the toll system to reduce traffic congestion in Dubai's main roads and thus strengthen the city's economic activities.

According to recent RTA studies, the Salik service will help reduce traffic by 25 per cent on tolled roads. The name also reflects the operational strategy of the system, wherein motorists do not have to pay the toll manually but will be deducted electronically.

"The new service will promote use of alternative means of transport such as public transport and encourage car pooling, thus contributing to traffic management and reducing pressure on Dubai road infrastructure," said Eng. Bin Adai.

Moreover, Dubai Strategic Plan 2007-2015 stipulates that RTA will provide an integrated road and transportation system that will facilitate people and goods movement while improving safety levels. This is to be ensured by addressing the current congestion problems, accommodating future needs by increasing the share of public transportation, and decreasing the over-dependence on private vehicles. The Plan also requires increasing the capacity of road networks and transportation systems, securing optimal use through modern techniques and demand management.