DUQM: The Special Economic Zone at Duqm (SEZAD) has launched a two-month tourism campaign aimed at encouraging travellers heading to Dhofar during the Khareef season to stop in Duqm and explore its coastal and natural attractions.
The campaign, titled “Pass By Duqm” and carrying the slogan “Pass By... Make It a Stop,” will run throughout July and August. It seeks to position Duqm as a destination in its own right rather than merely a transit point for motorists travelling south.
The initiative will promote Duqm’s beaches, geological formations, marine activities, camping sites and family attractions, while also highlighting its relatively mild summer climate and growing range of hotels and visitor services.
SEZAD said the campaign would use digital content, social media platforms, content creators and travel influencers to showcase visitor experiences and help travellers plan routes, activities and stopovers.
It will also promote local hospitality businesses, restaurants, cafes and tourism operators, with the aim of increasing visitor spending and supporting small and medium-sized enterprises operating in the area.
“The campaign aims to transform a visit to Duqm into a comprehensive tourism experience, encouraging visitors to stop over, stay and discover the region’s natural, tourism and service attractions,” Ahmed bin Ali Akaak, Chief Executive Officer of SEZAD, said.
He said the campaign was designed to change the perception of Duqm as only a transit point by presenting it as a coastal destination suited to families, young travellers and adventure and nature enthusiasts.
Akaak said stronger participation by hotels, tourism establishments and the local community would be important to the campaign’s success.
“The initiative represents an opportunity to support economic and tourism activity in Duqm, increase demand for accommodation facilities, restaurants, cafes and tourism activities, and enhance the participation of local institutions,” he said.
Duqm, located on the Arabian Sea coast, has expanded rapidly in recent years as an industrial, logistics and investment centre. SEZAD is now seeking to strengthen the tourism component of the area’s development by building partnerships with tourism businesses, media outlets and travel platforms.
The campaign is expected to support efforts to extend visitor stays, diversify local economic activity and reinforce Duqm’s position as both an investment hub and an emerging coastal tourism destination.
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