Oman to be major draw at ITB Berlin

The sultanate is set to captivate attendees at ITB Berlin 2024, the world's premier travel and trade show, with its theme 'Beauty has an Address'. The event, from March 5 to 7, will kick off with a press conference and an opening ceremony on March 4, highlighting Oman's significant role as the host country.

The Ministry of Heritage and Tourism will unveil Oman's rich tapestry of tourist and cultural offerings under this theme. Oman's delegation, led by H E Salim bin Mohammed al Mahrouqi, Minister of Heritage and Tourism, aims to present the country's ancient history, diverse attractions and cultural heritage through a series of events and activities.

The press conference will be presided over by H E Azzan bin Qassim al Busaidi, Undersecretary for Tourism, while the opening ceremony - set for 6pm - promises a spectacular showcase of Oman’s beauty through various performances.

Called Vision 2024, the presentation will explore new horizons in sustainable tourism development and Oman's positioning on the global stage. The ceremony will feature performances by Omani artists and folk bands, accompanied by the Royal Oman Symphony Orchestra, and will be followed by a reception highlighting Omani culinary delights.

Oman's exhibition stand, covering approximately 800sqm, will be a focal point throughout the three-day event, starting with an official opening tour on March 5. The tour will witness the participation of key figures, including the Mayor of Berlin, the Secretary-general of UN Tourism and CEO of Messe Berlin.

Additionally, Oman will participate in segments called ‘Youth Travel and Economy Accommodation’ and ‘Adventure Travel and Responsible Tourism’ and host panel discussions on achieving net zero in tourism and exploring adventure tourism in the sultanate. The discussions will feature insights from destination management companies and offer attendees a deeper understanding of Oman's adventure tourism opportunities.

Highlighting its commitment to the MICE industry, Oman will present ITB MICE Night 2024, focusing on trends, networking opportunities and Omani cuisine. The ITB Blogger Base event on March 6 will offer bloggers a unique experience of Omani hospitality, with opportunities to learn about the country, participate in a raffle and engage with Omani partners.

A concert by the Royal Oman Symphony Orchestra at Berliner

Philharmonie on March 6 will blend classical music with traditional Omani compositions, showcasing the country's musical heritage. Additionally, a panel discussion on March 7 will delve into the role of gastronomy in community empowerment, sharing insights from Oman's experience in leveraging its culinary heritage to bolster local communities through tourism.

This comprehensive participation at ITB Berlin 2024 underscores Oman's dedication to promoting its cultural and tourist attractions on an international platform, inviting the world to explore the beauty and diversity of the sultanate.

Ministry of Heritage and Tourism will unveil Oman’s rich tapestry of tourist and cultural offerings under the theme ‘Beauty has an Address’