Action

A strong trade approach characterized the initial part of this project involving TOs, training Travel agents and developing joint promotional activities towards consumers. Quite at an early stage consumer communication (PR, digital advertising and social media) was introduced to build interest and consumer demand to support the market. This final phase created the background to open direct flight service to Salalah, Dhofar, that is nowadays successfully operating.

Results

Arrivals from Italy have dramatically increased during the last seven years. Nowadays the destination is well established and  Italy is the 4th European market.

Oman is featured in >100 tour operators programs and it has been created a network of about 3,000 trained travel agents around Italy.

The PR and digital PR activity has generated an average yearly advertising value equivalent of €7M