Embodiment of the Community Partnership Approach. Governorate Digital Transformation Ambassadors Make a Distinguished Presence at COMEX 2025
September, 2025
Muscat, September 2025 – In a technological landscape where innovations compete and advanced digital solutions converge, the National Programme for Government Digital Transformation “Tahawul” marked a prominent presence at the COMEX Global Technology Exhibition 2025 through the initiative “Governorate Digital Transformation Ambassadors”. This participation reflects the programme’s vision of positioning citizens as key partners in building the digital future and demonstrates an advanced model of integration between government and society to enable transformation in public services.
During the exhibition, the Tahawul team conducted a wide range of activities and events. The Governorate Digital Transformation Ambassadors focused on introducing and promoting government digital services, providing visitors with comprehensive briefings on the developed platforms, applications, and digital systems, and demonstrating how these tools can simplify procedures and enhance service quality. The Tahawul team also organised guided tours for the ambassadors within the exhibition halls to introduce them to participating institutions, highlighting the added value the ambassadors provide as a link between society and government entities—not only during the exhibition but also through ongoing initiatives across the governorates in the future.
Tahawul further added an interactive dimension by organising specialised competitions for visitors, enriching audience engagement and creating a vibrant atmosphere that fostered interaction with digital solutions and reinforced the culture of digital transformation within the community.
Believing firmly in the principle of listening to the community’s voice, the National Programme for Government Digital Transformation implemented a comprehensive survey on digital transformation to assess beneficiaries’ awareness and satisfaction with government digital services, alongside conducting direct interviews with visitors to capture their impressions and receive development suggestions. This approach underscores the commitment to building more efficient services that meet citizens’ aspirations.
Saeed bin Hamoud Al Badi, Digital Transformation Ambassador for North Al Batinah Governorate, stated that the ambassadors’ participation in COMEX 2025 serves as a leading platform to bridge government and society. He highlighted that the ambassadors introduce the public to government digital services, while also conveying opinions and feedback to relevant authorities to improve service quality and enhance its reach and efficiency. He added that their participation aims to support government institutions, promote and raise awareness of digital services, and act as an effective link between the authorities and society. Al Badi further noted that the initiative included the launch of the project “La Tata’ana”, which features video clips from institutions highlighting digital services, platforms, and applications to disseminate them among the community, serving as a reliable guide and reference for digital services and contributing to enhancing digital knowledge among citizens.
Meanwhile, another Governorate Digital Transformation Ambassador commented: “We are proud, as representatives of the Governorate Digital Transformation Ambassadors, to showcase the digital achievements of several government institutions to the public, alongside the commendable accomplishments of other participating start-ups. My participation in COMEX was also an exceptional opportunity to introduce the governorate’s smart projects and contribute to raising public awareness about the importance of digital transformation. As young people, we are all invited to support these efforts and work on developing innovative projects that help position the Sultanate of Oman as a global leader, in alignment with Oman Vision 2040.”
It is worth noting that the “Governorate Digital Transformation Ambassadors” initiative was launched by the Ministry of Transport, Communications and Information Technology, represented by the National Programme for Government Digital Transformation “Tahawul”, aiming to empower a distinguished group of national competencies, experts, technologists, and digital activists with passion and knowledge in the field of digital transformation across all governorates. The initiative seeks to raise community awareness of smart and advanced digital services and solutions, promote their optimal use as best practices for accessing government services, and enhance overall citizen satisfaction.
The initiative also aims to highlight the latest digital technologies, such as electronic authentication and signatures, digital payments, smart applications, artificial intelligence, and other tools that equip the community to interact effectively with the demands of contemporary digital life.