Oman lures Australian tourists with new campaign
Oman’s Ministry of Tourism has launched a new tourism campaign targeting Australian visitors.
Unveiled to mark the World Cup qualifying football match between Oman and Australia, the new ‘Side Trip of a Lifetime’ campaign is aimed at urging Aussies to pay a visit to Oman, while flying to the region on Gulf-based airlines.
“Australia is a large potential market for Oman with millions travelling to Europe every year. We want Australian’s using GCC carriers to consider an Oman side trip. Australian’s are adventurous travelers interested in nature and authentic cultural experiences, and our campaign will captivate many to visit the Sultanate,” said HE Maitha Al Mahrouqi, Under-Secretary of Oman’s Ministry of Tourism.
The consumer campaign will be promoted online, in magazines and at cinemas over the next month.
Airlines including Qatar Airways, Emirates and Etihad are all busy expanding their reach into the Australian market. IATA figures show that 843,990 passengers from Australia passed through the Gulf region’s major airports in 2011, and that the transit market is growing at a rate of 5% per year.
“The campaign will… be welcomed by GCC carriers flying to Australia. The carriers have done a great job in attracting Australians to travel to Europe and Africa via the GCC, and our campaign adds to their competiveness. For these reasons, the Side trip of a Lifetime campaign is model for other markets” she concluded.
The campaign will also play on the discounted tourist visas introduced by Oman in early 2012.