Muscat – A nationwide campaign offering discounts, prizes and events across the governorates was launched on Monday in a drive to stimulate commercial and tourism activity.

The ‘Change the Atmosphere’ campaign, which will run till September 1, was launched by the Ministry of Commerce, Industry and Investment Promotion (MoCIIP) under the patronage of Ahmed bin Saeed Al Amri, Chairman of Muscat Municipality.

The initiative is being implemented in cooperation with the ministries of Interior and Heritage and Tourism, the Consumer Protection Authority, Muscat Municipality and Oman Chamber of Commerce and Industry (OCCI).

It brings together public and private organisations to promote Oman as a destination for shopping, tourism and investment while encouraging spending in local markets.

Nasra bint Sultan Al Habsi, Director-General of Trade at MoCIIP, said the campaign provides a national platform to combine the efforts of government institutions and businesses.

She said it aims to support the economy, strengthen trade and tourism, stimulate markets and highlight Oman’s commercial and visitor attractions.

The campaign will feature promotional offers, discounts, incentive prizes and programmes organised in different parts of the country. Participating businesses and institutions will provide experiences and offers aimed at shoppers, residents and tourists.

Organisers said the initiative also seeks to strengthen market competitiveness, encourage investment and generate wider economic and social benefits.

The launch ceremony included a presentation outlining the campaign’s objectives, planned events and visitor experiences.

OCCI and Sohar International also signed a cooperation agreement during the event to support the campaign and its activities.

MoCIIP said the initiative reflects growing coordination between government institutions and the private sector in developing campaigns designed to support economic activity and attract consumers and visitors.