In today’s digital age, influencers have become vital players in promoting tourism, especially in destinations like the Wilayat of Salalah. By harnessing their substantial social media followings, influencers provide real-time updates, showcase picturesque landscapes, and highlight local events, drawing global attention to the Sultanate of Oman’s natural and cultural beauty. The Observer recently connected with several social media influencers who are driving Salalah’s tourism narrative. These influencers offer a unique perspective, bringing local attractions closer to a worldwide audience.
For example, Omani influencer Amal underlined social media’s edge over traditional outlets.
With over 400,000 followers and a high viewership rate, Amal al Naweerih uses her platform to present Salalah as a premier destination for family-friendly tourism. By covering key events and scenic locations, she effectively serves as a virtual tour guide, making it easier for tourists to plan their visits. “Influencers are quick to share information, helping people worldwide learn about Dhofar’s attractions,” Amal explains. “We simplify travel for tourists, guiding them to Salalah’s most popular spots,” she says.
As these influencers connect with both residents and global audiences, they play an active role in shaping the perception of Salalah as a vibrant tourist hub. Through their engaging content, they not only promote tourism but also inspire community involvement in causes such as climate change awareness, health initiatives, and social welfare projects.
Ansar Mohammed, an accountant based in Salalah for 14 years, has amassed over 31,000 Instagram followers by sharing engaging vlogs that feature Salalah’s lush landscapes, public events, and hidden gems. His khareef (monsoon season) videos, which received over a million views, not only boost tourism but also provide useful tips for both local and international tourists.
“Social media has changed how people consume information,” says Ansar. “Today, most prefer quick content like Instagram reels or short vlogs that convey essential details within 90 seconds. This quick format resonates with modern travellers and gives them instant insights into what Salalah has to offer.”
Similarly, British influencer Amelia German, with a following of over 132,000 on Instagram, emphasises how quickly social media allows information to spread.
Her posts encourage a healthy lifestyle and participation in events, such as the recent Ironman held at Hawana Resort. Amelia believes that influencers can drive new tourist demographics to Salalah, appealing to fitness enthusiasts and adventure seekers globally. “Social media is instant, and it has the power to attract diverse tourists,” she shares. “Events like Ironman promote Salalah in international sports circles, broadening its appeal beyond traditional tourist segments.”
Iqra Hussain Shaikh, another key influencer, connects directly with millions of followers across platforms, leveraging her background as a pharmacist to promote healthcare awareness alongside tourism.
Raised in Salalah, Iqra highlights the city’s beauty throughout the khareef season and collaborates with other influencers to showcase its scenic spots. Her commitment to tourism goes hand in hand with her work in raising awareness about health issues, making her a multi-dimensional voice in the influencer landscape.
Several tourists visiting Salalah this year shared how they first discovered the destination through the posts and stories of popular influencers. “I had never even heard of Salalah before, but after watching a travel vlogger’s video of the khareef season, I knew I had to come here,” says Lara Schmidt from Germany. “Seeing the lush greenery and misty mountains on Instagram was mesmerising — something I’d never imagined in the Middle East!” Johan Lindstrom, a Swedish tourist, echoes this sentiment, attributing his travel inspiration to influencers who offer a more personal view of the region. “An influencer I follow shared a short reel of Salalah’s waterfalls and serene beaches,” he explains. “I thought, if there’s such a tropical paradise in Oman, I need to experience it myself. They also shared travel tips, so planning my trip felt easy and exciting,” he said.
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