08 Feb Interview with Faris bin Turki Al Said, Member of the Technical Team, Oman Promotional Brand Office
While oil and gas still account for roughly 30% of Oman’s gross domestic product, the country’s recent economic growth has been driven by its diversification into non-oil sectors. Could you summarize how the economy is transforming?
Oman is still in an oil-dependent phase, but non-oil sectors like agriculture, forestry, fishing and logistics are showing strong growth. Natural gas is also playing a key expanding role. The past five years brought challenges, including COVID’s impact on retail and supply chains, but we have bounced back and are moving forward with greater confidence. Diversification is our main pillar: no single sector drives growth — it’s a collective effort.
Under His Majesty the Sultan’s leadership, government spending is strategically aligned with the Oman 2040 Vision plan, while also fostering private sector growth. Agriculture, fishing and other services are seen as vital areas for national development, and we are also exploring sustainable energy solutions, such as green hydrogen projects, which are moving from agreements to real-world implementation and will transform Oman’s future energy landscape.
How has the Made in Oman promotional campaign helped build local manufacturing and raise the global profile of Omani goods?
The Made in Oman initiative is not new, but it has been revised to align local industry with international standards, raising quality and certification levels. While the world is shifting toward services, industry remains crucial here for self-sufficiency in essentials like dairy or water, as well as in industries like electrical manufacturing and regional supply chains. The initiative builds trust in Omani products in a competitive Gulf region and global market, supporting exports and strengthening national branding. Overall, the Made in Oman logo represents more than a label — it reflects standards, quality and reliability.
The new Oman Nation Brand was created by Oman Promotional Brand Office (OPBO) in 2025, and it has been designed to unify the country’s branding efforts under a cohesive identity called “Ahl Oman,” meaning “Welcome Oman.” Can you give our readers a brief overview of OPBO’s role and responsibilities?
Having spent 2024 focused on analyzing Oman’s position in key markets, including the US — where our free trade agreement offers significant opportunities for exporting prime Omani products — the project received His Majesty’s official endorsement in January 2025, marking the formal launch of OPBO.
Our goal is to elevate Oman’s story internationally, sending a consistent message across government, private sector and civil society. The new Nation Brand highlights not only investment opportunities but also tourism, culture and everything Oman offers the world. This strategic, Vision 2040-aligned program builds Oman’s image, perception and footprint in markets like the US, Europe, China and the Gulf Cooperation Council.
What successes has the organization had so far?
I am humbled to speak of achievements, as our work has only just started. However, our first success was creating a new understanding of branding within Oman. Many initially saw branding as marketing, but branding is deeper — it’s about positioning, aligning sectors and communicating a consistent message. We have secured strong internal buy-in, bringing stakeholders together with a shared goal: amplifying Oman’s story globally. The brand is not just the office’s responsibility; everyone is a partner and owner. Establishing this collaboration has been our first and most important achievement.
Our second achievement is that Oman’s brand is starting to be received positively, both internationally — at events like Davos — and locally. People are hearing a modern, deeper story: Oman is more than beautiful landscapes and welcoming people. We highlight culture, investment opportunities, urban life and the country’s role in global issues like green hydrogen and sustainability. Perception-building takes time, but early interest is growing. This year, we plan consistent communication with all stakeholders, marking the true international launch of the brand.
What is your roadmap for sharing Oman’s narrative and which key pillars are you focusing on?
The main pillars focus on teamwork and maximizing every touchpoint where Oman is present — whether at Davos, World Trade Organization meetings, tourism events or global congresses. Our goal is to amplify Oman across investment, tourism and lifestyle sectors, ensuring the brand story travels with every initiative. For example, the Ministry of Tourism leads on “Experience Oman,” while the brand office supports the narrative, guiding communication and coordination. We also extend this to international events like COP30, ensuring Oman is represented as a nation, not just by individual agencies. Our role is orchestrating storytelling, aligning partners and strengthening every brand touchpoint.
The office recently signed memoranda of understanding with Oman Air and SalamAir, which will see the team working to help promote the airlines while they undergo major expansions. How will these agreements help market Oman around the world?
Airlines are critical touchpoints for bringing people to Oman and sharing our story abroad. Through Oman Air and SalamAir, we maximize these connections through direct flights, packaged holidays and in-flight content. Crew members are our frontline ambassadors, sharing Omani culture, tourism and investment opportunities with passengers. The brand office is also supporting messaging across in-flight entertainment, social media and ground services, ensuring a consistent, authentic Omani story. Airlines are often the first experience people have of Oman, making them key partners in delivering the nation’s brand promise.
OPBO’s efforts also focus on nurturing entrepreneurship, capacity-building and employment opportunities. For example, the office is involved in training over 600 participants through workshops and online sessions for effective implementation of the brand identity. Can you expand on the office’s talent development initiatives?
In capacity building, we train people to use the brand strategy and become storytellers, conveying Oman’s narrative effectively. We also work with small and medium-sized enterprises, especially in technology, aligning them to act as brand ambassadors. While we don’t directly nurture SMEs, we encourage them to join our ecosystem, collaborate with ministries and attract global investment — all under the Oman brand, ensuring the nation’s story is carried wherever they go.
In education, we work with the Ministry of Education to build storytelling and branding skills, integrating concepts like STEM, entrepreneurship and content creation into curricula. Our goal is to develop future brand ambassadors so that, within five years, the Oman brand grows organically, supported by skilled storytellers and SMEs benefiting from the nation’s image. Success will make the value of branding visible, creating a ripple effect across sectors.
Oman is growing its talent in the digital space, preparing its young people to thrive in a digitally enabled world. Programs like UPSTART, telecom giant Omantel’s initiatives and Ministry of Transport efforts are building capacity. The Nation Brand helps bring these efforts under one umbrella, creating a consistent message while respecting each institution’s role. A brand is a promise, and it gains credibility when its impact is visible on the ground.
OPBO’s digital platform plays a vital part in marketing Oman internationally, employing digital storytelling, social media campaigns and interactive engagement tools like the #MyOmanMyStory. How is the office supporting the country’s concerted push for digitization?
The government’s digital drive aims to create a competitive investment environment and improve citizens’ welfare, while elevating Oman on international indices in line with Vision 2040. From a branding perspective, our mandate is to maximize Oman’s digital footprint by coordinating existing initiatives, building intelligence and creating content. We focus on telling Oman’s story abroad through an improved website, social media and partnerships, amplifying sectoral narratives in investment, tourism and lifestyle. Word of mouth and credible storytelling ensure the nation’s promise is visible and believable.
Our digital platform introduces the Oman brand online as the first touchpoint for audiences worldwide. We are revamping it with partners to ensure stories are told consistently and effectively. Internally, we provide tools for stakeholders to use the platform and communicate Oman’s narrative independently. Initiatives like artificial-intelligence (AI) integration through the Ministry of Transport and Communication will enable a digital transformation, giving everyone a “brand assistant” to maximize all digital and social touchpoints.
Oman aims for net zero by 2050 and is boosting renewables, with sustainability shaping its national image. How are you leveraging this to position Oman as a responsible, future-oriented destination?
As a new office, we have identified sustainability and global issues as one of our seven key pillars. Net-zero initiatives and environmental efforts are central to our narrative. We work with stakeholders, like the Oman Environmental Authority, to craft clear, authentic messaging for events such as COP30, showcasing Oman’s wind and solar farms, hydrogen projects and eco-friendly AI investments. Our role is to amplify these stories accurately, ensuring Oman’s promise — as a place to invest, visit, live and thrive — is communicated globally.
The US is a major investor in Oman, with participation across energy, infrastructure and advanced manufacturing, among other sectors. How is OPBO aiming to raise awareness of Oman’s potential in the US, and where do you see the most compelling investment opportunities for US partners?
North America is a key market for Oman, with our free trade agreement offering significant opportunities. From a brand perspective, we align with Invest OMAN, the Ministry of Commerce and the Chamber of Commerce to send a consistent, unified message to US stakeholders. While negotiations and regulatory discussions are handled by the relevant authorities, our role is to support them with clear narratives that build trust and positively shape perceptions. Coordinating all stakeholders ensures Oman presents a strong, consistent brand in this critical market.
Real estate and manufacturing are emerging as key opportunities for US investors. Beyond oil and gas, sectors like technology, batteries, battery components and semiconductors offer strategic growth. Oman provides competitive packages, free trade zones and strong logistics, making it an appealing and safe destination for US investors seeking to diversify and reduce risk.
As a key member of the OPBO team, what would you like the new Nation Brand to achieve in the next two to five years?
I would like Oman Nation Brand to be embraced internally, with everyone seeing it as their own reputation to protect and promote. I want Oman’s storytelling to be recognized globally, so people know the country firsthand — not through secondary sources. Even in times of challenges, Oman’s opportunities, experiences and warmth should shine through. Visitors, investors and partners should feel proud to be part of Oman’s journey and recognize its unique value.
What are some of the biggest myths and misperceptions that you would like to debunk about Oman?
Oman is often grouped together with the Middle East, which brings misconceptions. Many people know little about us. We are a modern, versatile country, rooted in tradition yet open to the world. Beyond oil, we care for the environment, preserve culture and balance human progress with nature. Our landscapes are stunning and we actively engage in global issues like sustainability and human dignity. Oman has much more to offer than stereotypes suggest.
I want people to know Oman firsthand and see it as a welcoming place they can feel at home. Oman has a rich history spanning over a thousand years and a culture that thrives in harmony with its environment. Experiencing the country directly allows visitors to appreciate its heritage, beauty and sustainability. Once people visit, everything else — the story and reputation — naturally follows.