The sultanate of Oman has launched its first pan-European promotional campaign, seeking to attract first-time visitors to the destination.

Now is the Time! will see Oman’s Tourism Ministry, Oman Air and Muscat’s leading hotels join forces for the first time, with holidaymakers looking to include the destination in a wider travel plan to the region also being targeted.

The Ministry of Tourism’s undersecretary of tourism, Mohammed Al Tobi said: “The campaign has been made possible by an unprecedented level of close cooperation and focus, unseen in the industry before.

“As a result, we have an exciting campaign that positions Oman as a year-round destination underpinned by highly competitive inclusive holiday packages, which include return air fares, accommodation and breakfasts at price points, all of which we see as very good value.

The “Now is the Time!” campaign offers highly competitive six and seven-day holiday packages, return air fares and accommodation.

Packages are common-rated across Europe, and include return air fares, four and five star twin share accommodation and breakfasts for travel from April 12th to October 1st.

Mr Al Tobi continued: “Our research shows there were close to four million arrivals from Europe to our neighbouring countries in 2009, so our campaign’s objective is to attract first-time visitors as well as those able to include Oman as part of a wider travel plan to the region.

“Additionally, we see Oman Air’s growing European presence, with non-stop services from London, Frankfurt, Munich and Paris, as an opportunity to develop Muscat as the ‘authentic’ gateway to the Gulf, as Muscat was in the age of sail.”

Oman’s tactical campaign builds on Oman Air’s European expansion, with the carrier allocating a record of 12,000 seats to the campaign, its largest ever commitment to a single promotion. Chief executive Peter Hill explained: “Oman Air is totally committed to this campaign which showcases our non-stop services to Muscat and our new Airbus A330 services that are second to none in terms of comfort and hospitality and offer a unique flying experience.

“The campaign will turn heads and put Oman Air on the map. It comes at a time when we are looking to increase services to Europe.”

Oman’s tourism strategy is aimed at boosting the European market.

Finally, speaking on behalf of the participating hotels, Arbind Shrestha, general manager of Shangri-La’s Barr Al Jissah Resort and Spa said: “The campaign demonstrates the industry is working to a single vision, and the synergy it drives will no doubt optimize the benefits to all.”