Duqm – The Special Economic Zone at Duqm (SEZAD) has launched a new tourism promotion campaign aimed at encouraging travellers heading to Dhofar during the khareef season to stop and explore Duqm, positioning the coastal city as a destination rather than simply a transit point.

Running throughout July and August under the slogan ‘Visit Duqm… Make it a Stopover’, the campaign showcases Duqm’s beaches, geological formations, marine activities, camping sites and family attractions while highlighting the city’s relatively mild summer climate.

The initiative is designed to strengthen Duqm’s position on Oman’s tourism map and boost visitor numbers during one of the country’s busiest travel seasons. It also seeks to support local hotels, restaurants, tourism operators and small and medium-sized enterprises by encouraging longer visitor stays.

Ahmed bin Ali Akak, CEO of SEZAD, said the campaign forms part of the authority’s strategy to capitalise on the increase in domestic travel during the Dhofar Khareef.

“The campaign aims to change the perception of Duqm as merely a transit point and present it as a destination in its own right,” he said. 

He added that Duqm offers a distinctive coastline, relatively moderate summer temperatures and a wide range of experiences for families, adventure seekers and nature enthusiasts.

According to Akak, the campaign is expected to stimulate tourism and economic activity by increasing occupancy rates at hotels and enhancing business opportunities for restaurants, cafés and tourism operators. He stressed that the success of the initiative depends on close cooperation between tourism establishments, hotels and the local community.

As part of the campaign, SEZAD will roll out digital and social media content in collaboration with content creators and influencers, while introducing suggested travel routes to help visitors discover beaches, natural attractions, marine activities and local cultural experiences.

Located on the Arabian Sea coast, Duqm has emerged as one of Oman’s key economic hubs, combining major investment projects with a growing portfolio of tourism attractions and visitor facilities.