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ENTERTAINMENT<br />

3<br />

SATURDAY l FEBRUARY 18 l 2017 OMANDAILYOBSERVER<br />

T V SARNGA DHARAN NAMBIAR<br />

MUSCAT, FEB 17<br />

Aruba in the Caribbean islands — never mind<br />

the dreaded hurricane belt looming in the<br />

north, or Hawaii or Loire Valley (France)...<br />

the call of the exotic lands is irresistible, when<br />

it comes to tying the knot, or honeymooning<br />

thereafter.<br />

Destination weddings are in vogue. Sure, they raise the<br />

pleasure quotient of couples (and guests) to new heights; but may<br />

not guarantee enduring marital bliss. It’s all about experience.<br />

Philosophically, wedding is a highly personal affair<br />

involving two individuals; but economically, it’s a multi-billion<br />

dollar enterprise involving stakeholders such as destination<br />

management companies (DMC), tour and travel operators,<br />

event management firms and hotels and resorts. Obviously,<br />

they join in the excitement of the whole affair, with the couples.<br />

According to industry sources, the annual operation cycle of the<br />

wedding industry hovers around $300 billion, with a sizeable<br />

share of it coming from destination weddings, which form<br />

almost one-fourth of the total number of weddings.<br />

Though a late entrant, the Sultanate has set its eyes on a<br />

significant slice of this lucrative market, in its quest to boost<br />

tourism revenues. It is steadily growing in popularity as the<br />

choicest wedding destination, especially among Indians and to<br />

some extent Europeans. True, the country doesn’t offer much of<br />

a heady nightlife, but this void is more than compensated by the<br />

serenity and mystical charm of unspoilt nature at its splendid<br />

best, the rich heritage and a well-defined hospitality and tourism<br />

infrastructure.<br />

It’s not just weddings; Oman is attracting honeymooners<br />

as well. The Ministry of Tourism (MoT) is actively showcasing<br />

the country both as an attractive wedding and honeymoon<br />

destination in the potential markets of India, Europe and GCC<br />

countries.<br />

These are exciting times for stakeholders. Oman’s major<br />

DMCs have hosted several groups of wedding planners from<br />

these countries in a bid to showcase the virgin beauty of the<br />

land and its myriad possibilities, allowing them to inspect<br />

major hotels and resorts, and other attractions such as the Royal<br />

Opera House, the Grand Mosque, Amouage perfumery, and<br />

landscapes. Pre- and post-wedding tours to fabulous locations<br />

outside Muscat such as Sharqiyah, Jabel Akhdar, Al Hamra and<br />

Salalah offering them enchanting glimpses of deserts, wadis,<br />

mountains, and traditional life as defined by historical souqs,<br />

ancient settlements and farming have helped boost ‘brand<br />

Oman’ in the target markets.<br />

The Ministry of Tourism has been extending strategic<br />

support to the tourism industry, in line with the government’s<br />

plans to diversify the economy. Wedding and honeymoon<br />

tourism, MICE tourism and film tourism are all being vigorously<br />

promoted by the ministry in foreign markets.<br />

Compared with Dubai and Abu Dhabi (in the Middle East)<br />

and regular hotspots in Asia and Europe, Oman is relatively<br />

Travel to wed<br />

unknown to the world as a wedding destination. And this<br />

“charm of the unexplored” is being used as a deft marketing<br />

strategy.<br />

The Sultanate has, over the last few years, had quite a<br />

number of destination weddings, a few of them high-profile<br />

grandiose events with a guest count exceeding 1,000. Enquiries<br />

are pouring in, sources say. Beyond the common attractions,<br />

it’s the cultural similarities between Oman and India that<br />

makes Oman more appealing to the Indian market, while<br />

safety, tranquility, pleasing climate, the thrill of exploring the<br />

“unknown”, and an authentic Arabian experience wow the<br />

Europeans.<br />

Talking about India, its famed “Big Fat” wedding market is<br />

valued at $40 billion a year, and is poised for great growth. It is<br />

expected to zoom past the $50 billion wedding market in the<br />

US in a couple of years, enabling it to stake claim as the largest<br />

wedding market in the world.<br />

Destination wedding industry holds huge potential for<br />

Oman, as it generates direct and indirect job opportunities for<br />

nationals in segments such as event management, destination<br />

management, transportation and logistics etc. Beyond this,<br />

guests who come over to Oman to attend the weddings act as<br />

its tourism ambassadors. More often than not they come back<br />

to Oman for holidaying.<br />

Statistics reveal that the wedding team and guests spend<br />

heavily during their course of stay, usually a week<br />

or so, significantly adding to the tourism<br />

spending here. This is one of the<br />

reasons why the ministry of tourism<br />

is so keen to promote this lucrative<br />

segment in the foreign markets,<br />

holding several high impact<br />

roadshows and advertising<br />

campaigns as well as other<br />

focused promotions,<br />

in association with its<br />

regional representative<br />

offices. It has<br />

even explored<br />

collaboration with<br />

popular digital<br />

wedding platforms<br />

such as weddingsutra.<br />

com.

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