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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.