Oman Launches China Tourism Roadshow to Boost Market Presence
Muscat – The Ministry of Heritage and Tourism (MHT) is initiating a tourism promotion campaign in China, beginning Monday wiht workshops in Beijing, Shanghai, and Guangzhou.This roadshow aims to strengthen Oman’s foothold in the crucial Asian market and foster greater collaboration with key industry partners.
Led by H.E. Azzan bin Qasim al Busaidi, Undersecretary for Tourism, a delegation of 22 Omani tourism businesses will participate in the events. A notable growth accompanying the roadshow is the launch of a new direct flight route between Beijing Daxing International Airport and Muscat, operated by China Eastern Airlines, a partnership developed with Oman Airports to enhance connectivity and facilitate increased tourism.
The workshops will serve as a platform for Omani companies and hotels to showcase their offerings, specifically tailored to appeal to Chinese travelers. Emphasis will be placed on Oman’s rich heritage, diverse natural landscapes, and growing portfolio of sustainable tourism products.
Beyond promotion, the MHT will also present investment opportunities within Oman’s tourism sector to leading Chinese travel companies, with a focus on developing innovative products for emerging market segments and fostering long-term growth.
Haitham bin Abdullah al Ghasani, Director General of Tourism Promotion at MHT, highlighted China’s importance as a high-spending tourism source market, noting a strong Chinese interest in destinations offering nature, culture, and unique experiences. He emphasized that Oman’s geographical and cultural diversity aligns well with these preferences.
To support its China strategy, the MHT has appointed dragon Trail as its representative in China for 2024. Dragon Trail will manage digital marketing campaigns, organize media and influencer visits, facilitate familiarization trips, and host promotional events across various chinese regions. The company will also provide data-driven analysis of Chinese traveler behavior to refine marketing efforts.
Ghasani confirmed that this roadshow is part of a larger strategy to diversify Oman’s tourism markets and elevate its global profile as a safe, authentic destination offering a wide range of experiences, with a particular focus on attracting middle- and high-income travelers from China.
