The Russians embarked on an enchanting journey to Oman, captivated by its natural allure. Viktoria Stefanova, a seasoned organiser from Moscow’s Future of Luxury Russia, orchestrated this recent expedition to the Sultanate. With a travel history spanning 47 countries, Viktoria’s extensive expertise in the travel and MICE industry positioned her as the ideal leader for this Russian group.
Her inaugural visit to Oman in July 2023, at the invitation of Grand Tours, proved revelatory. In September 2023, she collaborated with Grand Tours LLC, a destination management company, to curate a workshop for 40 Russian travel agencies.
Reflecting on the experience, Viktoria shares, “Oman turned out to be a delightful surprise, prompting me to commit to developing this direction in the Russian market.” This groundbreaking workshop for Oman is slated to become an annual event, aiming to introduce Russians to the diverse regions, rich culture, and sights of the country, with a particular focus on the CIS market. Oman remains a novel destination for many Russians, necessitating thoughtful consideration of cultural nuances and individual preferences when planning events.
Salim Tabook, CEO of Grand Tours LLC, underscored their strategic focus on the Russian market. Hosting over 120 luxury agencies and MICE experts, Grand Tours, in collaboration with hotel partners and the MoHT, provided an immersive experience during the exclusive FAM trip.
Salim expressed enthusiasm about solidifying ties with the Russian market and highlighting Oman’s diverse attractions. “Our strategic focus centres on the burgeoning Russian market, where we are actively investing to foster growth and enhance the influx of travellers. This year, we extend exclusive invitations to over 120 luxury agencies and MICE experts, showcasing the unparalleled beauty of our destination," he said. "We remain devoted to crafting unparalleled experiences, and eagerly look forward to continuing our journey of growth and partnership in the dynamic Russian tourism landscape," he added.
MICE specialists like Viktoria not only organise events, but also strive to maintain a cultural equilibrium, ensuring satisfaction on both sides of the project. For MICE specialists, it is imperative not only to inspect venues, but also to immerse themselves in the country. This involves experiencing local places, savouring the cuisine, and gauging the quality of services from local suppliers.
The Ministry of Heritage and Tourism (MoHT) plays a pivotal role, actively contributing to the development of tourist routes and facilitating language training for professional guides. Collaborative efforts include creating official online portals and providing comprehensive information about sights and tourist infrastructure for streamlined event organisation.
Certain hotels in Oman are already equipped to accommodate Russian groups, offering more than just lodging – they provide opportunities for business programmes. The warmth, hospitality, rich culture and openness of the Omanis contribute to the country’s potential as a significant MICE destination for the Russian market, as highlighted by Viktoria.
Looking ahead, Salim announced an upcoming workshop in Moscow in April, collaborating with 15 hotel partners from Muscat and Salalah.
This event is poised to be a dynamic platform for networking and collaboration, furthering the growth and partnership between Oman and the dynamic Russian tourism landscape. The FAM trip comprised a group of Russian participants, including Snegireva Irina, Kuznetsova Irina, Minakova Natalie, Terebova Olga, Krylova Maria, Ivushkina Ekaterina, Safonova Yulia and Abdulmenova Tatiana.
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