MoU aims to embed national branding across the aviation journey and position Oman in key strategic markets
In a landmark step to amplify Oman’s presence on the world stage, Oman Air has signed a strategic Memorandum of Understanding (MoU) with the Nation Brand Office, aligning the Sultanate’s national airline with Oman’s flagship promotional brand initiative launched by His Majesty Sultan Haitham bin Tarik earlier this year.
The agreement cements a powerful alliance between two national entities committed to placing Oman’s identity, culture, and values at the forefront of the global travel experience. As one of the first institutions to formally embrace the Oman Promotional Brand, Oman Air will serve as a flagship channel for storytelling—bringing to life the essence of Oman’s Nation Brand through every journey it operates.
“This partnership is more than symbolic—it’s strategic,” said His Highness Dr. Faris bin Turki Al Said, Assistant Professor at Sultan Qaboos University and a member of the Nation Brand Technical Team. “Oman Air represents our first impression to the world. Infusing our national brand across such a visible platform sends a strong, unified message about Oman and the opportunities it offers in tourism, investment, and as a thriving destination overall.”
Con Korfiatis, Chief Executive Officer of Oman Air, added: “We have always carried the soul of Oman across continents—from our cabin service to our iconic hospitality. This MoU signals a new chapter, where our brand and our nation’s brand walk hand in hand. We are proud to be one of the key strategic partner of this initiative, and even prouder to be part of the journey shaping how Oman is seen, felt, and remembered around the world.”
Under the agreement, the Nation Brand Office will work closely with Oman Air to co-develop brand integration initiatives, jointly position Oman in key strategic markets, and unlock new storytelling opportunities. These include immersive workshops, branding alignment across touchpoints, frontline training, and co-branded participation in global tourism and aviation events.
This collaboration builds on earlier efforts, such as the wearing of brand brooches by Oman Air spokespersons and logo visibility during key media engagements, now expanding into a more comprehensive and sustained brand activation strategy.
