Sandra Carvão,
In September, the sultanate launched a new film for television and other digital platforms as part of its latest global advertising campaign which showcases Oman’s scenery and several places of interest. The advert will have a global distribution; however, its story of an Indian man who discovers Oman’s attractions while visiting the sultanate to attend a friend’s wedding will also help it to specifically target the Indian market.
Recent studies have identified both India and China as offering plenty of potential for tourism growth, while analysts have also encouraged destinations to diversify their source markets.
Spreading the news
While campaigns are crucial for showcasing a country’s attractions, they have an additional role to play in keeping would-be tourists informed of positive developments which can be overlooked.
According to the WTTC, providing potential visitors with reassurance by communicating information on safety and security measures that have been implemented is highly advisable. “Start marketing and promoting destinations as they re-open for business,” the council advised. “Work with governments of key source markets to communicate changes and get support where feasible, such as on travel advisory updates.”
Ensuring key messages are relayed quickly is also recommended. According to analysts, new platforms of communication, especially social media, are ideal as a way of helping industry players reach these goals.
chief of communications and spokesperson for the UNWTO, said the Middle East had made “good progress” when it came to adapting to the digital era. “Destinations in the Middle East are very advanced in using innovation and new technologies in marketing, as well as in product development and service,” she told HN. Capitalizing on the interaction and participation opportunities that social media presents is a prime example. In the ‘Live Love Lebanon’ campaign, the public were urged to take photos or videos of the country’s attractions and upload them to the campaign’s official Facebook page, complete with the hashtag #Livelovelebanon.
New technology has also enabled markets to introduce new services that can facilitate travel arrangements for travelers. In July, Oman launched an evisa service, enabling visitors from the GCC markets and 67 additional countries to apply online for non-sponsored visas.
The importance of using acquired knowledge prudently to present and modify the offering when necessary was highlighted by Berlin. “In order to serve the Millennials and, even more, Generation Z, the tourism industry needs to adapt to their requirements and changed behaviors in traveling,” he told HN.
Much has been made of the rising demand for mid-market facilities, fueled by younger tourists looking for more modest accommodation and an emphasis on experiential travel. Berlin said there was undoubtedly a gap in the market for such facilities across destinations that had, until now, focused on the high-end segment. “It is important for Dubai and other major cities in the region to address the skew of its hotel supply towards the luxury hotel sector and open its doors to welcome more budget-friendly mid-market, as in three and four-star hotels,” he said. • EGYPT - #Thisisegypt ‘This is Egypt’ promotional campaign wins best tourism promo video in the Middle East at the General Assembly of the World Tourism Organization.
• QATAR - #qatarwelcomestheworld QTA launches Qatar Welcomes the World, which capitalizes on the country’s new visa facilitation measures.
• OMAN - #secretsofoman Sultanate of Oman Tourism invites Australians to ‘Unlock the Door to Oman’ launching the second phase of its ‘Secrets of Oman’ digital campaign.
• UAE - #Bemyguest #Bemyguest, a promotional film produced by Dubai's Department of Tourism and Commerce Marketing stars Bollywood superstar Shah Rukh Khan.