Promoting Oman
However, Al Lawati adds that following the turmoil across the region “we must be realistic and acknowledge that inter-governmental actions are the urgent priority”.
“Visitor numbers to all countries have been dented by the upgraded travel alerts issued by many countries and return to levels where the global travel and tourism trade will advocate leisure and MICE travel to our regions will require all governments looking at measures to make our region a more competitive destination,” says Al Lawati.
“To give one example, streamlined tourist visas would allow the region to maximise the benefits from having three of the world’s mega aviation hubs, as well as tapping into the large passenger transit markets of our regional carriers.”
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Regarding Oman’s positioning strategy, to date it has focused internationally on the segments that account for the 30% of world travel numbers that generate 70% of travel expenditure.
“This approach sits within our carry capacity and ensures that visitors to Oman have an immersive experience that includes people-to-people interaction.
We also focus on special interest and responsible tourism and the combination leads to our creative ads being evocative and showcasing the country’s heritage, culture and nature in a progressive and outward looking way,” says Al Lawati.
“The Ministry of Tourism has fully adopted Oman’s new brand mark and is leading its implementation internationally using the call to action — Beauty has an address,” he continues. “The communications strategy behind this is working as Oman’s brand positioning has improved greatly in recent years.
“The Ministry is beginning work on a global awareness campaign that will roll out in late 2011, and we welcome this initiative as the Sultanate of Oman is still a relatively new destination on the global stage,” says Al Lawati.
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