Oman builds key partnerships with public and private sectors

Business Bureau, Gulf Today

In an advanced step towards establishing Oman’s leadership on the global tourism map, the Oman Ministry of Tourism has signed a series of strategic partnerships with a number of leading names in the world of tourism and travel, amidst remarkable interest in the competitive tourism elements that make the Sultanate an attractive regional and international tourist destination.

This came at the end of its successful participation at the Arabian Travel Market (ATM) 2019, with the Oman pavilion witnessing strong turnout and interest from visitors who expressed their admiration in particular for the leisure opportunities in the Sultanate’s diverse natural, geographical and historical sites; reflecting the heritage and authenticity of the Omani culture.

The Ministry of Tourism, headed by Salem Adi Al Mamari, Director General of Tourism Promotion, led a high-profile delegation along with 24 government entities, hotels and tourism service providers. The focus was to promote the industry and ultimately increase the number of regional and international visitors in line with Oman Tourism Strategy 2040, which aims to welcome 11 million domestic and global tourists.

Speaking following the conclusion of the event, Al Mamari said: “Our efforts at this year’s ATM effectively highlighted the touristic attractions within the Sultanate, especially the areas with moderate temperatures during the summer that are a hub for tourists coming from the GCC countries. We were delighted with the high interest in visitors who were eager to explore what we had to offer. We attracted thousands of visitors to the Oman pavilion to detail the activities, programs and events designed for future tourists. The last few years have seen transformative progress in the Sultanate, and we look forward to the future with great anticipation.”

The Omani pavilion served as a major strategic platform to assist in networking and meetings between decision makers, investors, businessmen and representatives of leading travel and tourism companies. The Ministry targeted a variety of segments including areas with moderate temperatures during the summer such as Khareef season in Dhofar governorate and adventure tourism, cultural tourism, family tourism and business and corporate tourism – due in part to the recent increase in tourism market-based representatives. In addition to the long-term objectives of Oman Tourism Strategy 2040, the Ministry is also striving to increase direct flights to and from Oman in the near future and diversify tourism offerings to include culture, adventure, business, leisure, travel and MICE.

The meetings discussed key opportunities for cooperation and explored the prospects of developing major tourism and hotel projects to further enhance the country’s attractiveness among regional and international audiences. The participation at ATM 2019 was marked by a strategic partnership with Wego to promote the Sultanate as the ideal choice for travelers from the GCC. Both two sides agreed to unified efforts to attract more visitors to the Sultanate, which enjoys a mild climate in the summer season that will enhance its position as a tourist destination throughout the year and increase the promotion of exceptional tourist sites including Muscat, Salalah, Sohar, Khasab and Daqum. The new partnership will also focus on promoting awareness of Oman’s natural, tourism, heritage, cultural and historical diversity.

The ministry also signed a memorandum of understanding with “flydubai” aimed at attracting travelers from the GCC and international markets through Dubai, as the two sides approved respective marketing campaigns.

The Ministry has partnered with “Holiday Factory” to launch an e-marketing campaign in the framework of its ongoing commitment to strengthening cooperation with the public and private sectors in various tourism fields, supporting the tourism development process and enhancing the Sultanate’s attractiveness and competitiveness among the tourist destinations during the summer. It includes discounts and packages for tickets and accommodation to encourage travellers from the GCC to explore cultural, historical and natural treasures in Oman.

On the sidelines of ATM, a cooperation agreement was also signed with “Air Arabia”, one of the most important airlines to Oman with a wide network of flights to Muscat, Salalah and Sohar. Under the new agreement, the Sultanate will be promoted across all target markets on Air Arabia flights, with organization a variety of tours in Oman.

The agreement with “Musafir.com” marks the culmination of the new partnership portfolio, where it was agreed to launch an advertising campaign through social networks to marketing special tourist packages to visit Salalah during Khareef season.