Marketing & Branding for World Heritage Sites: A Capacity Building Workshop will take place in Muscat, Sultanate of Oman, as an intensive four-day program designed to support cultural leaders, designers, and decision-makers across the Arab region in addressing the growing challenges of heritage preservation in a contemporary context.

Starting on February 1, 2026, the workshop offers a comprehensive framework that connects world heritage principles with marketing strategies, visual identity, and contemporary communication tools. The program aims to build bridges between culture, policy, and design, enabling participants to develop sustainable and meaningful branding strategies that enhance the value of heritage sites without compromising their authenticity.

A key contributor to the workshop is Amr Ibrahim Mousa, multidisciplinary designer, architect, and founder of Freekick Studio, whose work operates at the intersection of architecture, branding, and strategic design. Mousa brings an applied, design-driven perspective to heritage branding, guiding participants on how to translate cultural narratives and historical values into coherent brand systems, visual identities, and spatial experiences that resonate with both local communities and international audiences.

He is joined by Heba Abdel Aziz, a World Heritage expert and UNESCO Chair Professor, whose academic and institutional expertise adds critical depth to the program. Together, the instructors offer a balanced approach that combines theoretical grounding with practical application.

The workshop includes interactive lectures, hands-on exercises, collaborative sessions with graphic designers, and a site-based field visit aimed at drawing inspiration directly from the surrounding context. Participants will gain practical insight into audience definition, storytelling, visual systems, and strategic positioning tailored specifically to heritage environments.

Organized within the framework of the Design for Heritage initiative and supported by leading academic and international institutions, this workshop provides a unique learning platform for professionals seeking to work at the crossroads of heritage, branding, design, and sustainable cultural development.