Oman changes marketing tact

Oman changes marketing tact
By admin


Oman Tourism is aiming straight for the consumer with its latest campaign Sidetrip of a Lifetime, after two years of targeting the trade.

At the campaign’s Sydney launch last night, Australia and New Zealand manager Mona Tannous explained the new microsite aims to directly reach the consumer via 144 films clips of Oman experiences. Previous marketing was designed to raise awareness among the trade.

However, travel agents would not be overlooked by the new campaign, Tannous insisted, with the new site directing potential travellers to a “preferred” agent. To qualify, agents must have completed its online training scheme and visited the destination either as part of a famil or self-sponsored.

Tannous told Travel Today 780 agents had so far completed the training, but revealed only 10% of them had so far registered online to become preferred agents.

She urged travel agents who had completed its online training to register in order to benefit from interest generated by the new campaign.

With a number of the destination’s luxury properties featuring in the footage, Tannous admitted the destination was not suited to the budget market. Its tally of luxury properties is set to grow this year with five-star hotels on the cards including its first Fairmont and Banyan Tree ventures.

But she insisted there was a wealth of mid-range accommodation available that often went overlooked. “There are also lots of bed and breakfasts and guest houses opening up, especially in the villages of Oman,” she said.

While figures for 2011 have yet to be released, Tannous forecast numbers from Australia would be up 4% on 2010, when just under 16,000 visited the destination.

Latest News

  • News
  • Partner Content
  • Women In Travel

Women in Travel: Inside Travel Group’s Amanda Highfield on where there’s still work to be done

In travel, the issues around gender equality are complex. Whilst there are plenty of women who work in travel, the demographic of the industry is not always reflected at the top where men still hold a disproportionate number of roles. In this interview with Travel Weekly, Inside Travel Group’s national sales manager Amanda Highfield speaks […]

  • Hotels
  • Travel Agents

Club Med launches Endless Summer Sale offering up to 30% discounts for 2025 summer season

Travel agents are in for a treat as Club Med announces its highly anticipated Endless Summer Sale 2025, offering up to 30 per cent off on luxurious, all-inclusive holidays for next year’s summer season. The sale runs from 17 October to 2 December 2024 and promises unbeatable savings across a selection of Club Med’s sun-kissed […]

  • Hotels

Movenpick launches the 2024 Kilo of Kindness campaign

Movenpick Hotels and Resorts has announced the launch of its 2024 Kilo of Kindness campaign, inviting guests and local communities to contribute food items, clothing, and educational supplies. They have been anchored in the spirit of generosity, and this year, more than 75 hotels and resorts across 30 countries will come together to support their […]

  • Women In Travel

Today is your last chance to enter Travel Weekly’s Women in Travel Awards

If you’ve been sitting on the fence about entering this year’s Women in Travel Awards, then now is your time to make the leap. The Women in Travel Awards highlights the incredible work of women within the travel industry and is open to female-identifying talent across all levels of their careers. It takes just 10 […]

  • Conferences
  • First Nations
  • Tourism

Indigenous tourism drives economic growth: The World Travel & Tourism Council finds

Indigenous tourism is projected to contribute US$67 billion ($AU100 billion) to the global economy by 2034, a landmark World Travel & Tourism Council has found. This economic boom is fuelled by increasing demand for authentic cultural experiences, in countries such as Australia, Canada and the United States, among others. The report showcases the sector’s role […]

  • Conferences
  • Tour Operators
  • Tourism

Perth’s Matagarup Zip+Climb becomes world’s first member of WTTC’s ‘Together in Travel’ for SMEs

Perth’s Matagarup Zip+Climb co-founder Ryan Mossny has been named the world’s first member of the World Travel & Tourism Council’s new ‘Together in Travel’ program for Small and Medium Enterprises (SME). Announced at the 2024 Global Summit in Perth (Boorloo), today the ‘Together in Travel’ program is a unique initiative aimed at providing support and […]