The awareness programme was first launched in April 2005 with a ‘Tourism Enriches’ campaign. “This initiative is updated regularly to cope with the rapid changes taking place in the Sultanate's tourism sector,” Toobi said.

He added the Sharqiyah region was chosen this year because it enjoyed ‘great and diversified’ tourism potentials and major tourism projects.

A large number of tourists were expected to visit the region during the week, he said, also noting that the organisers of the event had ‘a full and integrated programme’ that included many activities and programmes targeting both residents and students.

Toobi underlined that Oman's tourism development strategy was based on four key factors — maintaining the country's culture, improving tourism awareness, constant development of tourism infrastructure projects and maintaining the rich bio-diversity of the country.