Who really shapes Oman’s online identity?

SUHAR, JUNE 27
A breathtaking sunset over an ancient fort. A short video capturing the charm of a historic place. A visitor sharing a memorable experience with thousands of followers. In today’s digital world, such moments can influence travel decisions more than traditional tourism advertisements.
As Oman continues to invest in tourism as a key pillar of Vision 2040, an important question emerges: who is truly responsible for promoting the country’s heritage and tourism attractions? Is it the responsibility of tourism authorities alone, or has every citizen become a digital ambassador whose online actions can either strengthen or weaken Oman’s image?
The rapid growth of social media has transformed ordinary users into powerful storytellers. Through photos, videos, blogs, and reviews, citizens now have the ability to introduce local destinations to global audiences. Yet this influence comes with responsibility. Inaccurate information, misleading content, or negative portrayals can spread quickly, affecting how potential visitors perceive a destination.
This reality highlights the growing importance of digital citizenship, which refers to the responsible, ethical, and informed use of digital technologies for the benefit of society. In the tourism sector, digital citizenship extends beyond safe online behaviour; it becomes a tool for preserving cultural identity, promoting heritage, and supporting sustainable tourism development.
One national example can be found in Harat Al Aqr in Nizwa. The historic neighbourhood reflects many of the qualities that attract modern travellers, like authentic architecture, cultural significance, a strategic location, and a vibrant atmosphere enriched by events and community activities. However, its visibility today depends not only on physical visitors but also on how effectively its story is told online.
A well-produced video documenting Harat Al Aqr’s history, a visitor’s photo highlighting its beauty, or a social media post sharing local traditions can inspire interest among audiences far beyond Oman. Such content not only promotes tourism, but also helps preserve cultural narratives and strengthen national identity.
According to Dr Isahaq al Sharyani, CEO of Ighnaa Academy for Training and Economic Consultations, digital citizenship has become an essential component of national development in the digital age. He explains that every citizen now contributes to shaping public perceptions through online platforms. “Every post, image, or digital interaction can either support or distort the image of our heritage and culture,” he notes. He emphasises that responsible digital engagement is crucial for presenting Oman authentically and ensuring that cultural and tourism assets are represented accurately.
Many young Omanis have already embraced this role. They create content showcasing historical sites, share visitors’ experiences, document cultural events, and introduce audiences to lesser-known destinations across Oman. Their efforts demonstrate how digital platforms can become powerful tools for tourism promotion when used responsibly.
Thus, no longer promoted solely through brochures and official campaigns. It is increasingly shaped by citizens who carry their smartphones and tell their country’s stories online. In this new reality, digital citizenship is not simply a technological skill; in fact, it is a national responsibility. Every post has the power to attract a visitor, preserve a story, and strengthen Oman’s position as a destination where heritage and innovation meet.