Salalah – The Ministry of Culture, Sports and Youth has launched a competition, called Oman Refco Promotional Film Award – Land of Frankincense, inviting filmmakers, content creators and visual storytellers to produce inspiring promotional films showcasing the unique beauty and tourism potential of Dhofar.

Organised in partnership with Oman Refco, the initiative aims to encourage creativity while highlighting Dhofar’s diverse landscapes, rich cultural heritage and growing appeal as one of the sultanate’s leading tourism destinations. By supporting local talent, the competition seeks to promote Oman through compelling visual storytelling and boost the sultanate’s creative industries.

The competition is open to filmmakers, amateur creators and visual artists who can capture the essence of Dhofar through original promotional films. Organisers said the award celebrates visual creativity while encouraging participants to present innovative works inspired by the natural, historical and cultural treasures of the governorate.

The first-place winner will receive a cash prize of RO2,500, while the second and third places will be awarded RO1,500 and RO1,000, respectively.

The initiative is part of broader efforts to support Oman’s creative economy and provide opportunities for emerging filmmakers to showcase their talent on a national platform. It also reflects the growing role of visual media in promoting tourism and raising awareness of the sultanate’s diverse attractions, the ministry sated.

Participants are encouraged to produce high-quality promotional films that reflect Dhofar’s iconic landscapes, including its mountains, coastline, seasonal greenery and cultural landmarks. In particular, the competition highlights the governorate’s reputation as the Land of Frankincense, a title associated with its long history as a centre of the ancient frankincense trade and its internationally recognised heritage.

Entries are open till October 30, 2026.