Marching ahead in tourism market

The Sultanate of Oman, represented by the Ministry of Heritage and Tourism, took a significant step when it announced its official partnership with the ITB Berlin (Internationale Tourismus-Börse Berlin) 2024, which is the world's largest tourism fair, with over 190 countries participating, 5,000 exhibitors in attendance, and over 120,000 visitors annually.

This partnership supports the ministry's efforts to promote the country's tourism potential by utilising a variety of promotional techniques and tools to attract as many visitors as possible.

The participation was part of the ministry's attempts to reflect Oman's tourist and cultural capabilities, as well as the cultural richness that our country possesses. This participation also aims to quadruple the number of tourists in the following years, as part of a well-planned step towards achieving the Oman Vision 2040 targets.

According to recent data, number of visitors and tourists visiting the country in 2022 has reached 2.9 million, with 1.6 million staying in 4- to 5-star hotels. As a result, the partnership with the world's largest tourism fair represents a paradigm shift. As this action would aid at marketing tourism in Oman in the global tourist sector. Such initiatives are pleasing to Omanis since they are partners in raising the profile of our country in the world and encourage tourists to visit the country.

Realistically, Oman's selection by the ITB Berlin as a partner in 2024 is noteworthy, highlighting our active presence on international tourist map. This did not come out of nowhere as this organisation is responsible for hosting the world's largest tourist stock exchange. Rather, it stemmed from Oman's perception that it had satisfied a number of international requirements in this area. This selection also supports the ministry's ongoing efforts to improve the industry and the success that this sector is making, highlighting its relevance in promoting the government's development and economic diversification goals.

We must not ignore the reality that strategic alliances are assessed using a range of criteria and standards, such as tolerance and acceptance of others, attitudes towards global concerns, position in the international arena, and reputation among world countries. All these, and other considerations, play an important role in the selection process. This institution is eager to apply a variety of criteria to retain its global reputation as the world's tourism fair, and its entry into new partnerships is subject to standards that contribute in the enhancement of its brand.

The Sultanate of Oman will be a guest of honour at the ITB Berlin, gaining access to a variety of benefits as a consequence of its participation. These benefits include an opportunity to make a speech at the fair's opening ceremony, which will be attended by delegates from 190 countries, as well as other events and a press conference on the margins of the event, in addition to the activities scheduled throughout the exhibition days.

There will be broadcast of advertisements at all the exhibition halls, as well as on its official channels and accounts on social media platforms. This presence has a tremendous promotional value that will increase visitor traffic to the nation, and we must prepare accordingly from now on.

The relationship with ITB Berlin is a significant step in global marketing and growing awareness of this country. This partnership is also a tremendous push for the country's tourism industry, as well as an affirmation of our goal to improve the tourism sector and strengthen our position as a global tourist destination in a world full of severe competition to attract the largest proportion of travellers. Today, a global footprint is required if we were to get a foothold on the global tourist map, highlighting the crucial role that this sector plays in income diversification programs and the success of economic diversification projects.

Investing in promotion is the best method to attract as many tourists as possible, stay up to date on tourism trends, and reap the benefits from the efforts taken to expand economic sectors in accordance with Oman Vision 2040.

This collaboration is an excellent chance to promote the tourism ingredients, goods, services, and experiences that our country has to offer. This global event offers a variety of investment opportunities within the context of the tourism strategy to satisfy the investment objectives of the sector.

Of course, the partnership is an excellent chance for improving the Sultanate of Oman's position on the global tourism map, and it has moral and economic value that is difficult to estimate in this haste owing to its huge gains on many levels.

We hope that this collaboration will be fruitful, reflecting the efforts made to maximize the benefits of the tourism sector and ensure its contribution, on which we rely, to supplement our national economy and create job opportunities for our youth.