x

Omran concludes its participation at ITB Berlin 2024, charting new frontiers in global tourism

Business Tuesday 12/March/2024 13:00 PM
By: Times News Service
Omran concludes its participation at ITB Berlin 2024, charting new frontiers in global tourism

Muscat: The Oman Tourism Development Company (Omran Group) announced the culmination of its strategic participation at ITB Berlin 2024.

This significant event has marked a new chapter for Oman's booming tourism industry, showcasing the Sultanate of Oman as the distinguished Official Host Country. This year, Omran Group took centre stage, co-hosting the prestigious ITB Buyers Circle alongside Visit Oman, illustrating an unparalleled commitment to fostering high-level dialogues and establishing formidable networks in the global tourism arena. This collaboration highlighted the Group's strategic initiatives and its owned assets and subsidiaries, elevating the Sultanate of Oman's presence on the international stage, and fostering effective interactions with a broad spectrum of operators and key decision-makers.

In a dedicated pursuit to amplify Oman's global appeal as a premier tourist destination, Omran Group’s participation aligns seamlessly with the strategic efforts spearheaded by the Ministry of Heritage and Tourism. This initiative continues to promote the inherent beauty and tourist attractions of Oman and highlights the propelling investment opportunities across its diverse development projects. The trade show served as a prime meeting ground for industry titans, facilitating an exchange of global trends and insights, while unveiling over 15 of the Group's pioneering hotels, resorts, and comprehensive tourism complexes, including Oman Adventure Centre, which made a significant impact in the adventure tourism segment of the exhibition.

A highlight of ITB Berlin 2024 was the strategic unveiling of the 'See Double' campaign, a joint promotional effort by the Ministry of Heritage and Tourism and the Ras Al Khaimah Tourism Development Authority (RAKTDA), in collaboration with Omran Group. This innovative campaign is set to enhance the tourism appeal of both the nature-embraced Governorate of Musandam and Ras Al Khaimah, offering an enticing, combined experience for travellers and visitors alike.

Amidst this backdrop of strategic dialogues and cultural showcases, Omran Group announced milestone collaborations and initiatives set to redefine Oman’s tourism landscape. Notable among these is the groundbreaking venture with Global Leisure & Entertainment, aiming to launch Oman's first Water & Bike Adventure Centre in Khasab, Musandam. This initiative aligns with the Sultanate of Oman's vision to augment its adventure tourism offerings while reinforcing its commitment to sustainable and culturally immersive experiences.

Furthermore, Omran Group has established a pioneering partnership with Santani Wellness Resorts, thereby introducing unprecedented standards in the realm of wellness tourism within Oman, particularly in the Al Dakhiliyah and Dhofar Governorates. This collaboration is set to revolutionise the country’s tourism sector, projecting Oman as a leading destination for sustainable and wellness travel.

In alignment with its strategic vision, Omran Group also announced a partnership with the globally esteemed SIRCO Group, marking a significant milestone in elevating Oman’s culinary and lifestyle sectors. This collaboration solidified at ITB Berlin 2024, is a testament to Oman’s evolving luxury and dining landscape, contributing significantly to the nation's economic and cultural prosperity.

The event also spotlighted the inaugural Oman DownWinder 2024, a pioneering maritime event set to shed light on Oman's rich coastal beauty and its potential as a prime destination for wind and sea sports. This initiative reflects Omran Group’s dedication to eco-conscious and adventure tourism, setting a new benchmark in sustainable and engaging travel experiences.

Dr Hashil Al Mahrouqi, CEO of Omran Group, took part in a thought-provoking panel discussion, articulating the Group's ambitions to foster responsible tourism that cherishes authenticity and communal experiences, mirroring the genuine essence of Omani hospitality. Moreover, Omran Group’s proactive involvement in a series of workshops and events from March 5  to 8, has further cemented its commitment to advancing Oman's tourism industry.
Also, during ITB Berlin, Visit Oman announced the formation of five strategic MoUs with leading global digital booking platforms. These agreements are poised to revolutionise the distribution of Omani tourism products and packages, enhancing the Sultanate of Oman's visibility in targeted markets, and advancing the digitisation of local content.

The ITB Berlin exhibition stands as the globe’s most extensive and pivotal gathering within the travel and tourism industry, with this year’s iteration drawing participation from over 180 countries and attracting more than 8,000 exhibitors to over 120,000 visitors worldwide, alongside more than 7,000 international media representatives. Omran Group’s active and significant participation accentuated its innovative initiatives and aligned with Oman's broader objectives of economic diversification and spotlighting investment prospects through strategic partnerships, propelling the Sultanate of Oman into new dimensions of global tourism.