Muscat – The Oman Promotional Identity strategy, under the slogan ‘Ahl Oman’, has been officially launched on Sunday, declaring the country’s new approach to build its global image.

The initiative, developed through collaboration between the Oman Promotional Identity Office and the Ministry of Commerce, Industry, and Investment Promotion, aims to bolster Oman’s international standing across diverse sectors.

The launch of this campaign was held under the patronage of H E Sultan bin Salem al Habsi, Minister of Finance.

H E Qais bin Mohammed al Yousef, Minister of Commerce, Industry, and Investment Promotion, explained that the strategy took over a year to get ready with a design, involving contributions from both the public and private sectors as well as insights from local and international experts.

“Various segments of the society helped shape the identity, with the visual design selected through a public vote,” he said. The project also received the Royal blessing of His Majesty Sultan Haitham bin Tarik, underlining its national importance.

Eng Aisha Mohammed al Saifi, Director of the Oman Promotional Identity Office, stated that the strategy will provide a framework for coordinated communication efforts aimed at enhancing Oman’s image globally.

She announced the launch of a capacity-building programme, which will train more than 600 participants through workshops and online sessions to implement the identity effectively.

“This week, we will begin with 80 participants, with plans to execute over 60 projects during the next five years,” she said. These projects will focus on streamlining communication, boosting digital content about Oman, and applying global best practices.

Sayyid Dr Faris bin Turki al Said, a member of the project’s technical team, explained the strategy’s implementation mechanism, which includes leveraging global events and conferences to promote Oman.

For instance, he highlighted how sports, such as golf tournaments organised by the Foreign Ministry, can strengthen Oman’s global presence.

Additionally, Oman’s heritage and culture will be showcased internationally, as demonstrated by the country’s recent participation as a guest of honour at the Cairo International Book Fair.

Dr Faris also stressed the critical role of media in promoting the identity. “Media will be a key partner in ensuring consistent dissemination of information about Oman,” he said, while addressing the challenge of enhancing Oman’s digital footprint in key markets.

A digital platform will be developed to provide comprehensive information about the identity, and an artificial intelligence system will compile official data, reports, and research for easy access by government and private entities.

Capacity-building efforts will include extensive training, starting with 60 to 80 participants initially and expanding to cover 600 more.

The performance of this identity promotion campaign will be monitored using digital dashboards, and annual studies will assess its global impact and effectiveness.

Dr Faris noted that the project goes beyond visual branding. “This is an integrated national strategy, laying its foundation over the next 12 months before transitioning into full implementation,” he said.

A licensing system will regulate the use of the identity logo, with authorised entities identified in coordination with the Ministry of Commerce and other authorities. Key information about the identity will also be made available to major institutions in tourism and investment sectors.