Oman’s Ministry of Tourism is tendering for creative design services in the coming weeks in a move to boost its tourism market, said a senior government official.

“Arabian Travel Market 2012 is an opportune time to signal that we will be issuing a tender for creative design services to take Oman’s ‘Beauty has an address’ campaigns to a higher level,” added Maitha Al Mahrouqi, Undersecretary of the Ministry.

“The successful agency will need to have a strong strategic capability to build awareness in Destination Oman and to shape our consumer-direct campaigns.”

“We are interested to hear from agencies that can communicate Oman’s values and attributes in an informed and compelling way. Most importantly, we want to build on Oman’s distinctive and elegant brand position because, from a destination marketing viewpoint, we believe Beauty has an address,” she added.

Oman does not see itself as a destination for mass travel and the country’s campaigns have positioned Oman as destination for high-end cultural, heritage, nature and adventure travelers that are looking for an immersive and authentic Arabian experience.

Business and incentive tourism are also on the horizon with Oman’s 3,000 seat Convention and Exhibition Centre due for completion in 2015.

Domestic tourism is another priority, with the Ministry seeking to bolster the profile of major events such as the Muscat Festival and Salalah Tourism Festival, and a rich portfolio of world class attractions including Ras Al Jinz Turtle Reserve and Royal Opera House Muscat.

The ministry sees the need for a stand-alone destination campaign for Salalah, as well as regional destinations like the high altitude Hajar Mountains and Oman’s East Coast as summer escapes.

“We are interested to hear from agencies that can communicate Oman’s values and attributes in an informed and compelling way,” Al Mahrouqi said.

“The successful agency would work closely with the Ministry’s head office and to our network of international offices on market-specific campaigns and initiatives. Most importantly, we want to build on Oman’s distinctive and elegant brand position because, from a destination marketing viewpoint, we believe Beauty has an address,” she concluded.

Last November, the Ministry of Tourism launched Oman’s ‘Beauty has an address’ global campaign on BBC Worldwide television and web sites.

Arabian Travel Market opened today (April 30) at Dubai International Convention and Exhibition Centre, and will run until May 3. – TradeArabia News Service