Oman Targets China with Tourism Roadshows: What This Means for Investors and Business Owners
MUSCAT: The Ministry of Heritage and Tourism is set to initiate a series of mobile promotional workshops in China starting Monday, targeting key cities such as Beijing, Shanghai, and Guangzhou. This initiative aims to enhance the Sultanate of Oman’s presence in Asia’s vital tourism markets and foster stronger partnerships within the sector.
The delegation, led by Azzan bin Qasim al Busaidy, Under-Secretary of the Ministry of Heritage and Tourism for Tourism, comprises representatives from 22 Omani tourism organizations. This program coincides with the launch of a new direct route by China Eastern Airlines to Beijing Daxing International Airport, established in collaboration with Oman Airports. This new connection between Beijing and Muscat is expected to boost air travel and increase tourist arrivals from China.
These workshops will serve as dedicated platforms for business-to-business interaction, promoting Oman’s rich heritage, stunning landscapes, and sustainable tourism offerings to Chinese tour operators and hotel groups. A series of meetings with leading Chinese tourism companies will also seek to highlight investment opportunities, focusing on innovative products to attract new traveler segments and promote long-term growth in the market.
Haitham bin Mohammed al Ghassani, Director General of Tourism Promotion, emphasized that China is a high-spending market that seeks destinations offering a blend of nature, culture, and unique experiences — qualities that Oman possesses. He noted that strengthening Oman’s presence in China will facilitate partnerships with travel agencies and digital platforms while enhancing sustainable and cultural tourism.
To support these efforts, the ministry has appointed Dragon Trail as its official representative in China. This collaboration will include digital campaigns, visits from media and influencers, familiarization trips, and training for trade professionals, all reinforced by comprehensive insights into Chinese traveler behavior. This initiative is part of a broader strategy to diversify source markets and establish Oman as a safe, authentic, and enriching destination for middle- and upper-income Chinese tourists.
Special Analysis by Omanet | Navigate Oman’s Market
Oman’s strategic push into the Chinese tourism market through mobile promotional workshops showcases significant opportunities for local businesses to tap into a high-spending demographic. This initiative not only enhances air connectivity but also promotes partnerships with Chinese travel agencies, signaling a dual potential for increased tourist flows and innovative investment opportunities. Smart investors and entrepreneurs should focus on aligning their offerings with the cultural and sustainable tourism trends highlighted in this outreach to capitalize on the anticipated growth in this lucrative market.
