In a pivotal move to elevate Oman’s global identity, Oman Air has signed a Memorandum of Understanding (MoU) with the Nation Brand Office, aligning the airline’s mission with Oman’s newly launched national branding campaign. The agreement marks a strategic collaboration between two of the country’s most visible institutions, amplifying Oman’s voice in global tourism, trade, and cultural narratives.
The Nation Brand initiative, introduced earlier this year by His Majesty Sultan Haitham bin Tarik, aims to share the Sultanate’s heritage, values, and forward-looking ambitions with the world. As one of the first institutions to formally adopt this branding framework, Oman Air is now positioned as a flagship ambassador for the campaign.
“This partnership is more than symbolic, it’s strategic,” said HH Dr. Faris bin Turki Al Said, Nation Brand Technical Team member. “Oman Air is often the first point of contact for international travelers. By integrating the Nation Brand into the airline experience, we send a powerful message about who we are and what we stand for.”
Oman Air CEO Con Korfiatis echoed this sentiment, noting that the airline has always been a cultural bridge. “From our service to our hospitality, we have long carried the soul of Oman. Now, through this partnership, we formalize our role in shaping how Oman is seen, felt, and remembered.”
Under the MoU, Oman Air and the Nation Brand Office will collaborate on:
- Integrated branding across customer touchpoints, including cabin visuals and digital platforms
- Joint marketing and storytelling campaigns in strategic global markets
- Frontline staff training to reflect brand values in customer interactions
- Co-branded participation in international tourism and aviation events
This initiative builds upon prior branding efforts, such as Nation Brand brooches worn by airline spokespeople and logo placement during global engagements. The new agreement signals a deeper, more cohesive alignment designed to bring Oman’s narrative to life on every Oman Air flight.
As the Sultanate continues to position itself as a premier destination for investment, tourism, and innovation, Oman Air will now serve not just as a carrier of passengers — but as a carrier of identity, values, and opportunity.
