Climbing up the MICE ladder
Lubaina Sheerazi, India Representative, Ministry of Tourism, Oman on the growing meetings industry
Can you share some statistics about the Indian MICE travellers to Oman?
The number of arrivals to Oman from the MICE sector is growing from India. We have seen an increase in pharmaceutical companies visiting Oman for MICE, however it will not be possible to quote an exact figure.
What makes Oman a great destination for MICE travellers?
Oman is emerging as one of Middle East’s newest business tourism destination. It is a short- haul destination with excellent infrastructure turning it into an excellent MICE travel destination for Indians. Oman's reputation for niche events and conferences will soon receive a substantial lift as the government of Oman has channeled massive investments to develop a truly world class infrastructure. The ministry’s aim is to provide a unique range of business tourism amenities with a distinct local flavour. Oman’s rich cultural heritage and exquisite natural attractions will be a big draw for business tourists. By August 2016, we will be witnessing the first- phase completion of the Oman Convention and Exhibition Center. The OCEC will give Oman a competitive edge over its competitors for major and regional events. Incentive travellers also have a lot to choose in Oman as it offers various experiences from culture, history to adventure. One can camp in the golden sands of Sharqiyah or go for a nice suburbs rooted in traditional Islamic architecture, elegant mosques, large green parks, archaeological sites, museums and world- class hotels.
SULTAN QABOOS GRAND MOSQUE
A major feature of the design of the interior is the prayer carpet which covers the floor of the prayer swim in the sun kissed beaches of Muscat or for culture walks in Nizwa or Al Hamra village. Adventure activities are another USP of Oman and we promote various adventure activities like snorkelling, kayaking, scuba diving, canyoning and more.
How do you see 2016 developing for MICE tourism as a whole?
MICE sector is booming at a rapid pace generating millions in revenues. According to International Congress & Convention Association ( ICCA) statistics, a total of 400,000 conferences and exhibitions are held worldwide every year at the total outlay of US$ 280 billion. Industry predictions indicate that the MICE sector is poised for vigorous growth especially in the Indian market. India has a lot for discerning travellers with dispensable income who are continuously on the lookout for a new destination to explore. It is said that the MICE market will grow at a rate of 15 per cent annually in India thus making India a lucrative market for any NTO to tap the MICE segment.
Does Oman offer any offers/ incentives for big corporate groups?
With reference to India, we are currently offering MICE incentives on a case to case basis and customising them as per client requirements. We offer incentives which include a wide range of products like souvenirs, subsidies to cultural performances. hall. It contains, 1,700,000,000 knots, weighs 21 tonnes and took four years to produce. It has 28 colours in varying shades, the majority obtained from traditional vegetable dyes. It is the second largest single piece carpet in the world measuring over 70 × 60 meters, and covers the 4,343 square meter area of the praying hall, all in a single piece.
ROYAL OPERA HOUSE
The Royal Opera House is the first- of- its- kind in the Gulf States with over 1,000 seats in its main hall, occupying an area of 80,000 sq. m. and set among swathes of beautiful landscaped gardens, opened in October 2011. The design combines modern with traditional styles in keeping with Omani heritage, boasting impressive decorative lighting and breathtaking sculptures. Royal Opera House is ideally located in Oman’s growing capital city. It does not have any highrises and skyscrapers as the people of the country did not want to obstruct the view of the surrounding mountains.