Work on to set up national tourism entity
Oman has started work on setting an umbrella organisation to promote the country as a tourist hotspot as well as a preferred destination for meetings. The project will also prepare a new structure for the national tourism policy.
Horwath HTL, the global leader in hospitality consulting, has been chosen to set up a new National Tourism Organisation and Oman Tourism and Convention Bureau (OTCB).
The setting up of OTCB will help promote Oman as a unique destination for several categories of tourism, including vacations to relax, adventure tourism, culture and heritage tourism, special interest groups, amongst others. It also aims at positioning the sultanate as a preferred destination for meetings.
Chosen by the Ministry of Tourism (MoT), Horwath HTL has teamed up with Crowe Oman and Curtis, Mallet-Prevost, Colt & Mosle LLP to execute the project using international best practices and expert advice, supported by knowledge of the local tourism market.
Sinisa Topalovic, Managing Director of Horwath HTL, Croatia and the lead partner on the project, said, “This is a hugely significant project for the Sultanate of Oman as it continues to build world class tourism infrastructure and actively promote the national tourism offer and brand globally.
“We are delighted to have been chosen to help them structure the best architecture of national tourism organisation that will support them in achieving challenging goals defined by the Oman Tourism Strategy.”
The assignment includes analysis of current tourism sector, stakeholder mapping on national level, analysis of the legal and tax framework, due diligence of MoT related to national promotion and brand management activities, proposal of National Tourism Organisation and OTCB, definition of business processes and responsibilities together with job descriptions, optimal budgeting and financing model, legal roadmap and a management plan.
Recommended to be set up by the National Economic Diversification programme (Tanfeedh), OTCB will play dual roles of a convention bureau and destination marketing organisation allowing for synergies across both functions.
‘The independent OTCB will promote Oman’s image and position the country as a preferred destination for Meetings, Incentives, Conventions and Exhibitions (MICE) in the international arena.
‘The bureau will act as a focal point for all players in the industry and assist event planners to bid for, secure and stage international events successfully in Oman,’ a Tanfeedh report stated.
‘It will also promote Oman as a leisure and adventure destination for distinctive travellers seeking unique experiences. OTCB will enhance ‘Brand Oman’ using various platforms and channels like digital media, PR, events and roadshows, as well as through international offices of MoT.
‘It will facilitate a full-year calendar of events and work on the development of an e-concierge application as a marketing platform,’ it stated.
The aim is to promote Oman as a unique destination for several categories of tourism