Muscat: As part of its broader vision to position Duqm as a prime tourism hub, SEZAD’s campaign encourages visitors to pause their journey and discover the natural beauty, cultural attractions, and growing entertainment offerings of Duqm and Al Wusta Governorate.

Launched initially in 2022, the “Pass by” campaign has steadily gained momentum. This year, SEZAD is expanding its reach by introducing new events, experiences, and tailored promotions to appeal to a diverse audience — from families and youth groups to GCC tourists, adventure seekers, and influencers.

Mustafa bin Mohammed Al Balushi, Head of Communication and Media at the Special Economic Zone Authority at Duqm (SEZAD), said, “The campaign, which was first launched in 2022, has succeeded in strengthening Duqm’s position as a promising destination on the tourism map of the Sultanate of Oman. He pointed out that this year’s edition seeks to attract a wider segment of visitors by offering diverse activities, events, and integrated tourism experiences that are worth a stop for several days. The Special Economic Zone Authority at Duqm (SEZAD) is an ideal choice for a stop for several days when traveling to or returning from Dhofar Governorate.”

Over recent years, Duqm has seen a major upgrade in its tourism infrastructure, with over 2,500 hotel rooms now available across various accommodations, including three- and four-star hotels and beachside camping facilities. Restaurants, parks, and modern roads further enhance its appeal as a convenient and comfortable stopover.

Running until the end of September, the campaign features a variety of activities such as poetry nights, kite-flying events, a charity kitchen, and children’s entertainment at the new Duqm Park in the Sai commercial district. Participating hotels will also provide discounts and special offers, and kiosks will promote local crafts and Omani products — supporting small and medium enterprises.

Tourist sites like the Rock Garden, Duqm’s unspoiled beaches, the Arabian Oryx Sanctuary, Ras Madrakah, and Bar Al Hikman make the area a compelling stop along the scenic Muscat-Duqm-Salalah route along the Arabian Sea.

The campaign is being promoted via digital channels such as Instagram and the X platform to engage tech-savvy travelers and amplify Duqm’s story across social media.