MUSCAT: The Ministry of Heritage and Tourism will launch a series of mobile promotional workshops in China from Monday, covering Beijing, Shanghai and Guangzhou, as part of efforts to strengthen the Sultanate of Oman’s footprint in Asia’s key tourism markets and deepen partnerships across the sector.
Led by Azzan bin Qasim al Busaidy, Under-Secretary of the Ministry of Heritage and Tourism for Tourism, the official delegation includes representatives from 22 Omani tourism institutions. The programme coincides with the launch of a new direct service by China Eastern Airlines to Beijing Daxing International Airport, developed in cooperation with Oman Airports. The route links Beijing and Muscat, enhancing air connectivity and expected to support higher tourist flows between the two countries.
The workshops will act as dedicated platforms for B2B engagement, showcasing Oman’s heritage, landscapes and sustainable tourism offerings to Chinese operators and hotel groups. A series of meetings with major Chinese tourism companies will also present investment opportunities, with a focus on innovative products for new traveller segments and long-term market growth.
Haitham bin Mohammed al Ghassani, Director General of Tourism Promotion, said China is a high-spending market seeking destinations that blend nature, culture and distinctive experiences — areas where Oman holds strong appeal. Strengthening presence in China, he noted, will expand partnerships with travel agencies and digital platforms while reinforcing sustainable and cultural tourism.
The ministry has appointed Dragon Trail as its official China representative, rolling out digital campaigns, media and influencer visits, familiarisation trips and trade training, supported by market insights on Chinese traveller behaviour. The initiative forms part of a broader strategy to diversify source markets and position Oman as a safe, authentic and enriching destination for middle- and upper-income Chinese tourists.
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