2024 ITB BERLIN NEWS - DAY 1 Edition

I EXCLUSIVE INTERVIEW
I
Musandam
@ Oman Convention
Part of Oman, Al Jebal Al Akhdar Adventure
Resort, the Janain Salalah agritourism
project, the St Regis Al Mouj Muscat Resort
and the recently announced Bandar Al
Khairan Anantara Resort.
Muscat’s Port Sultan Qaboos, Port of
Salalah and Port of Khasab welcomed over
248,000 passengers from 142 cruise ships in
2023. This represented a year-on-year rise
of 66.4% in terms of passengers and 91.8%
in terms of ships.
Oman is this year’s official ITB Berlin Host
Country. What are you highlighting at the
show?
We will be highlighting Oman’s unique,
and may I say renowned, hospitality which
is often regarded as one of our national
characteristics. It is something that
expresses itself in the heartfelt warmth
visitors receive and in the genuine curiosity
everyone has to learn more about the
cultures of those who come to our shores.
We will be making sure ITB attendees get a
taste of this hospitality for themselves as we
shine a light on our traditions with a variety
of events.
What are the fastest growing segments in
the travel and tourism industry in Oman?
Our outdoor segment is growing very fast.
The Sultanate of Oman has so much to offer
in this regard—from hiking in the beautiful
Al Hajar Mountains and canyoning in one of
our 60 wadis to snorkelling and diving along
our stunning coastline, much of which is
practically untouched.
What are the most important inbound
markets? Which markets are you targeting
specifically for growth?
The GCC states, India and Germany are our
top three inbound markets. The GCC with
1.6 million visitors in 2023 made up 40%
of all our visitors. This was followed by
610,000 from India, up 71% on 2022, and
231,000 from Germany, up 182%. Looking at
Europe specifically, Germany, UK and Italy
are the strongest countries for us.
While our biggest growth market in 2023
was China, with a 273% rise on the year, we
see a lot of potential for growth from Russia,
Switzerland, Poland and Scandinavia.
Are there any particular events which
travellers can look forward to in 2024?
We have a full and varied calendar of events
throughout the year. For instance, there
are the fabulous musical performances
at the Royal Opera House Muscat while
on the sporting side, there are lots of
exciting competitions for runners and
triathletes. The Omani coastal town of Sur
is the Arab Tourism Capital 2024. We are
thrilled to have this outstanding chance to
showcase our rich heritage.
Looking to the future. What is your longterm
vision and what are some of the key
challenges that you foresee? What is your
plan to overcome these challenges?
We have ambitious plans in place, with
over €4 billion of investment funnelled into
projects. These range from the construction
of integrated tourism complexes and luxury
resorts – places like the Envi Al Jabal Al
Akhdar Ecolodge, Yiti’s Nikki Beach Resort
and Spa and the Four Sesons Muscat
at Marina Bandar Al Rowdha – to the
preservation of heritage sites and historical
monuments.
I would like to emphasise that when we
make plans for tourism development, we
are fully committed to sustainable practices
and as all this takes shape, we are mindful
of the responsibility we have
OMAN HIGHLIGHTS
AT ITB BERLIN
The Sultanate of Oman will have a strong presence over
all three days of ITB Berlin, with a number of exciting
conferences and events. In addition to a stand of around
800 square metres in hall 2.2, the official host country will
also have a presence in the Youth Travel and Economy
Accommodation and Adventure Travel and Responsible
Tourism segments in hall 4.1.
TUESDAY 5 MARCH
The official opening tour of ITB Berlin will take place
this morning on the host country's stand in hall 2.2 with
a ribbon cutting ceremony attended by the Minister of
Heritage and Tourism of Oman, the Governing Mayor of
Berlin, the Secretary-General of UN Tourism and the CEO
of Messe Berlin.
12.45p.m. / PANEL DISCUSSION
"How do we achieve NetZero in tourism?"
Featuring H.E. Salim bin Mohammed Al Mahrouqi
Location: Lighthouse Stage
2.45p.m.
"Omani Adventure Tourism - Experience the Journey
of Discovery and Self-Actualisation"
With the participation of Destination Management
Companies (DMCs) from Oman
Location: Lighthouse Stage
WEDNESDAY 6 MARCH
10:40a.m.
"Re-Defining Visitor Experience: It is all About
Authenticity"
H.E. Salim bin Mohammed Al Mahrouqi
Location: Destination Track - Hall 7.1, Blue Stage
The Royal Oman Symphony Orchestra concert
Philharmonie Berlin at 8 p.m. (tickets must be purchased)
Under the direction of Hamdan Al Shuaili
THURSDAY 7 MARCH
10:30a.m.
"The Role of Gastronomy in Community
Empowerment:
Lessons from Oman"
Location: Hall 5.3, Hybrid Stage
Hall 2.2 / Stand 201 & 205 Hall 4.1 / Stand 200
ITB BERLIN NEWS • TUESDAY 5 TH MARCH 2024 25