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The Sultanate has its sights set on becoming a major player on the global tourism stage with a unique identity. All we have to do now is sell the country, says Tom Robertson and Kate Ginn
It’s the most popular location in the world to visit. Everyone wants to go there and soak up its wonderful hospitality, luxury hotels, numerous attractions and breathtaking landscape. This is not just a holiday – this is Brand Oman.
And this is Oman of the future. Or rather, how the country could well be marketed as part of ambitious plans to position it as the premier location in the GCC region.
If the idea of a Brand Oman sounds far-fetched, think again.
Only this week, it was announced that “Brand Muscat” would be the subject of a major makeover in the next couple of years as the tourism landscape of the country undergoes a huge transformation.
If all goes to plan, the capital will be transformed by the end of 2016 with an ultra-modern airport, new exhibition centre, massive malls, more hotel rooms and attractions such as water parks.
It doesn’t end there. The rest of the Sultanate will also see new projects with theme parks and other attractions for visitors.
Clearly, the men and women in charge of tourism are thinking big.
“People come to Oman because it is different,” says Abdul Wahid al Farsi, chief communications officer of Omran, a 100 per cent government-owned tourism development company.
“The authenticity of the place and the rich cultural heritage, apart from its diverse climate and natural beauty, would make Oman a unique destination that can be branded as a whole country.”
Branding is nothing new. Just think of Apple, Microsoft and Coca-Cola, some of the most instantly recognisable brand names on the planet thanks to slick marketing and good products.
Make no mistake about it, brands are big business as companies try to tap into new markets by employing management firms to project their products to the largest audience. Image is everything.
Brand management companies are out to build a relationship between you and the product, one in which you emotionally connect with – and so buy – one product over another.
And there’s a whole arsenal of tricks to make you do it. Adjusting the product itself, the look, the price, the packaging, the design, the “experience” of using the product – all so you become a loyal customer to the brand.
Branding countries or cities seems to be the next “big thing”. Some countries have even gone so far as to employ public relations agencies to promote their interests abroad, and to attract tourism and investment Burson-Marsteller, a global public relations firm, has represented the likes of Romania and Indonesia to help gain preferential trading rights with other countries and change public perceptions of national human rights records. Countries are giving more thought to the way that they’re perceived in the world – and Oman is getting in on the action.
It has done a good job of selling itself so far.
“Oman has marketed itself as a culturally savvy, high-end destination that is both safe and friendly,” says Garry Friend, general manager of the Grand Hyatt Muscat hotel. “The Sultanate is seen as being able to offer a low-rise environment that’s different to the skyscrapers of Dubai.”
Maurizio Monte, a Muscat-based expert in communications and managing director of MPiRe Communication Agency, agrees.
“Personally I think the government is doing well in highlighting Oman’s natural attractions, rich history, people and luxury resorts and spas to attract tourists,” he says.
“That’s as well as projecting its modern ever-expanding infrastructure, growing industrial base and stable government to attract foreign investors.
“Oman’s strengths are that it’s got an economy that’s undergoing diversification, increasing local production and a robust banking system.”
What Oman has to do well is tread carefully the thin line between maintaining its cultural roots while embracing the modernity that is needed to compete in a dynamic world.
This, says Garry Friend, is a balancing act it has mastered. So far.
“Guests who I speak to say what attracted them to Oman was the the opportunity to experience traditional old-world standards blended with modernity (the old and the new). The fact that even after all the development the country has seen, it still maintains its strong identity.”
That is all well and good, but how does one go about selling a country to a wider global audience?
A clear strategy and vision is key, says Mr Monte.
“It’s all about identifying, developing and communicating the elements that are favourable to some specified target groups.
“My suggestion would be to also identify spokespeople, local brands and events that can favourably influence public opinion in other countries. Oman Sail is an excellent example – but definitely not enough on its own.”
It’s not all plain sailing. Oman does high-end resorts such as Shangri-La’s Barr al Jissah extremely well but it’s not just about capturing one segment of the market. To be a big player, Oman needs to have wide appeal.
This is about to change. Oman is going to shed its image as simply a high-end tourist destination. “There has always been complaints about the high-priced hotel rooms in Oman due to the shortage of hotel facilities across the country,” admits Mr al Farsi, “Omran intends to introduce the concept of budget hotels under the new Atana Hotels brand to cater for the increasing number of tourists.”
There will also be more three to four-star hotels.
“We’re looking to promote domestic tourism. Locals need tourist facilities that they can afford but without compromising on service and quality.”
By 2020, there could be as many as 5,500 more hotel rooms in Oman.
Feasibility studies are currently under way to assess the potential of other attractions such as major theme parks, luxury tented camps, and regional discovery galleries (visitor centres). Work could start in 2015.
It will also include projects to use culturally significant buildings such as forts and castles for bed and breakfast accommodation.
“We’re now looking to projects that tourists would like to see in place when they visit somewhere new,” says Mr al Farsi.
“They don’t come simply to stay in five-star resorts. Places like the newly opened Alila Jabal Akhdar should be seen as an anchor around which we provide other attractions.” The remarketing is about to begin, so watch this space. Brand Oman could be coming to a tourism brochure near you soon.
Y Readers Have Their Say
How should Oman sell itself?
Sadia Shams
This country can be projected as a tourist destination. Oman is full of natural beauty and it should be enhanced and projected so that tourists are attracted from all over the world.
Syed Bokhari
Oman should be known as a peaceful and developing country with its loving people.
Jomari Somontina Sagal
They should first focus on a good public transportation system.
Camilo Dazza
The country brand is more than an image or logo. It’s the representation of the values and identity from the peoples’ hearts.
The phrase “good things come in small packages” may be a cliché, but in the case of Oman it’s undeniably true, says Penny Fray, Y’s former editor and a marketing specialist
Verbier, the Seychelles, New York and Muscat? For a new breed of upmarket traveller, Oman is about to become de rigueur. But first the marketing has to be just right.
Successful branding is not only the key to getting noticed and creating a following in a strong global market, but its about doing things differently.
It’s clear that the Sultanate doesn’t want to follow Dubai by becoming yet another playground for the super rich. Its strength lies in its authenticity. Oman needs to redefine luxury, making it less about consumption and more about beautiful simplicity.
Compact but geologically diverse, this is a country that offers a myriad of opportunities for escaping into nature. It may not be wild in the classic sense of the word but there are plenty of lonely corners to explore, lurking behind mountains and along sun-drenched deserts. The process just has to be made easier and packaged better.
It’s about going back to basics and learning about the land’s rich cultural credentials. In touristic terms, the tale is one of de-stressing and self-discovery. In business, it’s about opportunity and partaking in Arab hospitality. And the secret to success is selling a story with consistency and class.
All this may sound simple but expectations must be married with reality – otherwise, the bubble will quickly burst. There’s little point selling a country of exceptional beauty if the main wadis and beaches are blighted by litter. And who wants to visit a city where there are no metered taxis and accommodation is ludicrously expensive? Business may be good here but the bureaucracy can be a bore. If the Sultanate wants to thrive it must first be honest with itself. Find solutions to challenges, then build a brilliant brand with efficiency, effectiveness and economy. Create a calendar crammed with festivals, folk music and outdoor activity. Bring legends back to life and let locals take centre stage – because beyond the scenery and desert, it’s interactions with Omanis that will remain in people’s memories the longest.
This is an amazing country. Let it be more on the international stage than that little place next to the UAE. It’s finally time for Oman to shine.
The Top Ten Branded Countries
It’s not just products that can be ranked as the world’s best brand. GFK, a market and consumer information consultancy, produces an annual index that measures global perceptions of countries according to exports, governance, culture, people, tourism and immigration and investment.
Here’s 2013’s top national brands.
United States
Germany
United Kingdom
France
Canada
Japan
Italy
Switzerland
Australia
Sweden
Global Super brands
Think you know the biggest brands on the planet? Predominantly instantly recognisable electronics and food companies, you’re bound to be familiar with almost all of those in the top 10 with values that run into the billions*.
Apple – RO40.04 billion
Microsoft – RO21.83 billion
Coca-Cola – RO21.13 billion
IBM – RO19.52 billion
Google – RO18.21 billion
McDonald’s – RO15.17 billion
General Electric – RO13.16 billion
Intel – RO11.89 billion
Samsung – RO11.36 billion
Louis Vuitton – RO10.93 billion
* Forbes top brands by value as of November 2013
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