The national promotional identity of each country is an integral element of its strategy to enhance its image on the international stage. It plays a vital role in highlighting its history, culture, and unique natural features, and it mirrors the country’s reputation together with the perceptions that come to mind whenever it is mentioned. What, then, is the unique story that distinguishes the Sultanate of Oman, and how do we wish Oman to be known in the eyes of the world?
The Sultanate of Oman is blessed with rich civilizational, cultural, historical, and human diversity, together with a profound heritage that spans generations. It was therefore essential to create a unified identity that reflects this exceptional wealth. A national identity is more than a logo; it is a strategy for highlighting the Sultanate of Oman in economic and social spheres while strengthening its global standing. It rests upon the values that form our foundation, the heritage we proudly bear, and the future we are building together in which we all take part.
To that end, on 8 January 2025 the Sultanate of Oman launched its unified promotional identity under the patronage of His Majesty Sultan Haitham bin Tarik, may Allah protect and preserve him. This step aims to enhance Oman’s international status, attract tourists and investors, and consolidate positive perceptions of the Sultanate of Oman locally, regionally, and globally.
The Sultanate of Oman adopted a participatory approach in selecting its promotional identity through a vote in which citizens and residents took part. The slogan “Partnership” received the highest share of votes and became the official visual identity. The slogan carries profound meanings that combine future aspirations with the authenticity of the past and embodies the values of interconnectedness and openness to the world.
Choosing this slogan accords with Oman’s foreign policy, founded on the principle of partnership and trust in building strategic and economic relations with countries around the globe; it also reaffirms Oman’s distinguished position as a bridge between East and West.
On 9 February, the Sultanate of Oman witnessed the launch of an integrated strategy for the promotional identity, together with the establishment of a dedicated office to manage it and a programme to build national capacities in this field. The strategy was informed by in-depth studies and research that covered more than 5,500 international samples of tourists, businesspeople, and talented individuals, as well as the analysis of 3.5 million digital keywords in Arabic and English in order to gauge perceptions of the Sultanate of Oman across the world.
The responsible authorities also sought the views of various segments of Omani society, including decision-makers, students, and citizens, through focus groups, interviews, and both field and digital surveys, to ensure that the new identity represents Omani authenticity in all its dimensions.
His Highness Sayyid Dr. Faris bin Turki Al Said, a member of the technical team for the Sultanate of Oman’s promotional identity project, affirmed the importance of building national capabilities to ensure its sustainability. The performance of the promotional identity will be measured continuously with annual studies that monitor how Oman’s image evolves globally and assess the impact of investing in the identity on improving international indicators.
Alongside the launch of the integrated promotional identity strategy, the official website of the Sultanate of Oman’s promotional identity was unveiled, together with a comprehensive digital platform named the “Promotional Identity Toolkit of the Sultanate of Oman”. This platform provides stakeholders with direct access to the complete promotional-identity guidelines, as well as a wide variety of visual content and tools that support promotional work.
The unified promotional identity represents a fresh start towards enhancing the Sultanate of Oman’s standing worldwide, solidifying its reputation as an attractive destination for investment, tourism, and talent, and establishing it as a reliable partner on the international scene.