Exhibition Industry Key to Fueling Oman’s Economic Growth: What Investors and Entrepreneurs Need to Know
MUSCAT, SEPTEMBER 8 — The Ministry of Commerce, Industry and Investment Promotion convened a national workshop on September 8 at the JW Marriott Hotel, titled "Developing the Exhibition Industry: A Partnership Towards 2040", aimed at enhancing the exhibition sector’s contribution to Oman’s economic growth.
The event, chaired by Qais bin Mohammed al Yousef, Minister of Commerce, Industry and Investment Promotion, featured key participants including HH Sayyid Fares bin Turki al Said, a member of the technical team for the Unified National Promotional Identity Project; Dr Saleh bin Said Masan, Under-Secretary for Commerce and Industry at the Ministry; Faisal bin Abdullah al Rawas, Chairman of the Oman Chamber of Commerce and Industry; and Said bin Salim al Shanfari, CEO of the Oman Convention and Exhibition Centre (OCEC).
Bringing together major stakeholders from the private sector, Oman Chamber of Commerce and Industry, and OCEC, the workshop focused on advancing Oman’s position as a hub for regional and international exhibitions and conferences.
Minister Al Yousef emphasized the necessity of viewing the exhibition industry as an integrated economic sector rather than a collection of isolated events managed by licensed entities. He stated, “We must move beyond simply managing permits and procedures. Our goal is to be true enablers of this sector, shaping an environment that supports its growth and aligns with broader national objectives.”
Participants highlighted the importance of establishing a consolidated and professional body to oversee the implementation of policies and initiatives related to exhibitions, entertainment, and conferences. To this end, it was proposed that the Unified Promotional Identity Office take on this supervisory role to ensure standardization, national coherence, and sector-wide coordination.
Nusra bint Sultan al Habsiyah, Director General of Commerce at the Ministry, reaffirmed the Ministry’s dedication to developing the exhibition industry as a key driver of economic diversification. She underlined the sector’s strategic role in attracting investment, boosting tourism, and fostering partnerships locally and internationally. Efforts are underway to update legislation and adopt international best practices to position Oman as a prominent destination for high-profile events.
Al Habsi also emphasized the Unified Promotional Identity Office’s vital contribution to harmonizing event branding with national values, thereby strengthening Oman’s image on the global stage.
Akram bin Saif al Maawali, Acting Director General of Institutional Affairs and Procurement at OCEC, outlined the Centre’s strategic market role, while Badr bin Abdullah al Mahrouqi, CEO of Sama Al Opera Projects and OCCI committee member, shared insights on challenges and potential solutions from the private sector viewpoint.
International advisor Michael Maikel presented Qatar’s experience in hosting large-scale international events, detailing best practices and lessons learned.
Ruqayya bint Salim al Shahoumiyah of the Unified Promotional Identity Office delivered a working paper advocating for exhibition branding that reflects Oman’s national values to enhance international competitiveness.
The workshop concluded with an open discussion and a set of practical recommendations to guide the industry’s growth, including calls for stronger regulations, digital transformation, and greater institutional support.
The Ministry reaffirmed its commitment to advancing the exhibitions and conferences sector as a key catalyst for economic diversification, investment promotion, and tourism development, aligned with Oman’s Vision 2040 for a dynamic and sustainable economy.
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Oman’s strategic effort to unify and professionalize the exhibition industry signals a significant opportunity for businesses to capitalize on increased international events and tourism flow, positioning the sector as a key driver of economic diversification. Smart investors and entrepreneurs should consider leveraging partnerships and digital innovations in event management while aligning with upcoming regulatory frameworks to maximize long-term growth and competitive advantage in the evolving market landscape.
