Tourism marketing strategy for Oman


Sultanate of Oman, Ministry of Tourism and Kudaka, the regional development agency

The challenge:

The client identified the following broad objectives for this assignment:

  • to review and evaluate the Ministry of Tourism’s promotional activities and organisational structure
  • to evaluate existing markets
  • to identify new international and regional markets
  • to formulate a master strategy plan for a four-year period

Services provided:

TEAM conducted a situation review, looking at previous strategies and existing market assessments to provide suggestions for improvement. A new strategy was developed with goals and performance objectives and was enhanced with a marketing plan. Further monitoring and evaluation of the mechanisms were also completed by TEAM.


The strategy is now being used as the basis for the restructuring of marketing operations and implementation of targeted actions, with increased coordination and delegation of European market activities, more partnership activity, greatly increased use of e-marketing and a need to relate product development to requirements of target markets.