BERLIN: The Sultanate of Oman successfully concluded its participation in ITB Berlin 2025, securing several agreements and launching new tourism partnerships aimed at boosting international visitor flow.
The Omani pavilion attracted strong interest, showcasing the country’s rich cultural heritage, diverse tourism offerings, and emerging investment opportunities. This year, a key focus was placed on integrated tourism services and innovative travel experiences tailored to international markets.
Officials and private sector representatives engaged in bilateral meetings with global tourism companies to establish joint programs and incentives designed to position Oman as a premier travel destination. These discussions aimed at enhancing Oman’s appeal to a broader range of international tourists and strengthening its tourism sector.
Saada bint Abdullah al Harthi, Director of Market Development at the Ministry of Heritage and Tourism, emphasised the importance of Oman’s participation in international travel fairs like ITB Berlin. She highlighted that such events help reinforce Oman’s global tourism presence, foster collaborations, and create business opportunities for local operators, including SMEs.
A key initiative discussed was the role of Oman’s tourism representation office in Germany, which is set to intensify promotional campaigns tailored to German travelers. Adventure tourism, leisure, and cultural discovery were identified as high-potential segments.
The Ministry plans to strengthen Oman’s global presence by expanding its network of tourism offices to key markets, including China, Russia, Spain, Latin America, and Southeast Asia. It also aims to partner with over 80 international tourism firms and launch more than 50 media campaigns with top-tier global outlets.
In addition, Oman is set to collaborate with international airlines and Gulf carriers on joint promotional efforts and will host over 100 familiarisation trips for travel industry professionals and media representatives. These initiatives align with the "Oman 2040" vision, which prioritises tourism as a key economic driver. — ONA
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