Branding Oman as a Tourist Destination

A new national brand mark was recently launched for Oman after a series of workshops set to “explore Oman’s brand”. The campaign running across the Sultanate is being led by the newly created and government-run Oman Brand Management Unit (OBMU). The below article is a compilation of several articles that feature interviews from various members of the OBMU, most prominently Sayyid Faisal Al Said, the OBMU’s chief executive officer.

“As a communications strategy and a practical initiative, nation branding allows governments to better manage and control the image they project to the world, and to attract the right type of investment, tourism, trade and talent, successfully,” comments Sayyid Faisal Al Said.

With the impact of globalisation and the rise of the ‘Attraction Economy’, it’s increasingly important that Oman gets its international image right. “Essentially, we’re up against every country in the world competing for the consumers’ attention and respect,” states the OBMU leader. “Let’s be clear, consumers are attracted to clear and consistent messages about things they value, from competent governance to friendly and hospitable people, to financial transparency and investment opportunities. It’s in these areas that OBMU will be working with a host of public and private sector partners to present unified and coherent messages.”

“Whether managed or not, every country has a brand. Think back 20 years and if I were to say to you ‘Finland’ you’d probably say ‘cold’ or ‘the northern lights’. Now, you’re more likely to say ‘mobile phone technology’. New Zealand is another interesting case, 20 years ago it was perceived as a sheep farm at the bottom of the world. Today, it’s the home of extreme sports, the world’s most famous rugby team, beautiful snow capped mountains and high quality natural products. These stories clearly illustrate that nation branding can and does work.”

While the notion of nation branding is relatively new, the practice has always existed through public policies and economic development. “If you look back at our history, Oman has been involved in nation branding since the days of Ahmed ibn Majid, probably the world’s greatest ancient navigator,” smiles Sayyid Faisal Al Said.

“It’s our role at OBMU to encapsulate the fundamental common purpose of Oman and communicate that narrative domestically as well as internationally. We want to harness Oman’s energy, create forward momentum and effective common behaviour. The launch of the brand mark will provide us with that all important initial momentum,” comments Sayyid Faisal Al Said.

*Courtesy of ‘Nation Branding’