‘Living The Vibe’ campaign to boost trade and tourism

The Ministry of Commerce, Industry and Investment Promotion celebrated on Monday the launch of the national campaign, ‘Living The Vibe', organised in cooperation with the Ministry of Heritage and Tourism, Ministry of Interior, Consumer Protection Authority, Muscat Municipality; and Oman Chamber of Commerce and Industry (OCCI).
The event was held under the auspices of Eng Ahmed bin Said al Amri, Chairman of Muscat Municipality and in the presence of Ghalib bin Said al Maamari, Under-Secretary of the Ministry of Commerce, Industry and Investment Promotion for Commerce and Industry.
The launch reflects the importance of strategic partnership and joint effort between the public and private sectors in supporting economic development and stimulating commercial and tourism activity, in a way that strengthens the Sultanate of Oman’s standing as an attractive destination for trade, tourism and investment.
The ceremony featured a visual presentation setting out the campaign’s vision and objectives, together with the distinctive events and integrated experiences it offers to enrich the shopper and visitor experience. It also included the signing of a cooperation agreement between the Oman Chamber of Commerce and Industry; and Sohar International, embodying the two parties’ shared commitment to supporting the national initiative and delivering its targets.
Under the agreement, Sohar International, as the campaign’s banking sponsor, will apply a zero per cent interest rate on withdrawals made under the prize draw programme for all shopping centres, companies and establishments taking part in the “Living The Vibe” campaign. All transactions will therefore be carried out without any fees, deductions or interest being taken from the value of prizes or from the sums allocated to participating companies, in line with the terms and conditions agreed between the two parties. The move is intended to encourage participation by a wide range of commercial establishments, broaden the campaign’s reach and strengthen its economic impact. Abdulwahid al Murshidi, CEO, affirmed that all SMEs are welcome to join Sohar International for zero per cent charge for three months or more if the campaign lasts longer.
Nasra bint Sultan al Habsi, Director-General of Commerce at the Ministry of Commerce, Industry and Investment Promotion, said the “Living The Vibe” campaign represents a leading national platform that brings together the efforts of government institutions and the private sector under a single objective: supporting the national economy, strengthening commercial and tourism activity, stimulating local markets and highlighting the economic and tourism assets with which the Sultanate of Oman is richly endowed.
The ‘Living The Vibe’ campaign, which runs until September 1, 2026, aims to deliver a broad package of commercial offers and discounts, incentive prizes and a varied programme of events across the governorates of the Sultanate of Oman. The campaign seeks to stimulate commercial and tourism activity and to encourage consumers and visitors to take advantage of the experiences and offers provided by participating establishments throughout the country.