Saturday 29 / November / 2025
Muscat: The Ministry of Heritage and Tourism will launch a series of mobile promotional workshops across the People’s Republic of China starting this Monday. The roadshows will take place in Beijing, Shanghai, and Guangzhou, aiming to strengthen Oman’s presence in Asian tourism markets and expand cooperation with key partners in the tourism sector.
The official delegation will be led by His Excellency Azzan bin Qassim Al Busaidi, Undersecretary of the Ministry of Heritage and Tourism for Tourism, with the participation of representatives from 22 Omani tourism institutions.
The program includes the inauguration of a new direct flight route by Eastern Airlines at Beijing Daxing International Airport, in collaboration with Oman Airports. The new route will connect the Chinese capital, Beijing, with Muscat, marking a significant step in enhancing air connectivity, facilitating travel, and boosting tourist flows between the two friendly nations.
The workshops in Chinese cities will serve as specialized promotional platforms to foster collaboration between Omani tourism companies and hotel establishments. They will showcase Oman’s most attractive tourism experiences for Chinese travelers, highlighting the Sultanate’s unique heritage, diverse natural landscapes, and sustainable tourism offerings.
Several meetings will also be held with major Chinese travel companies to present promising investment opportunities in Oman’s tourism sector, with a focus on developing innovative products targeting new traveler segments. These efforts aim to strengthen Oman’s presence in the Chinese market and open doors for future investments.
Through these initiatives, the Ministry seeks to position Oman as a destination that blends authentic heritage with breathtaking nature, attracting new segments of visitors seeking distinctive travel experiences. The roadshows also aim to solidify international partnerships with Chinese travel and tourism companies, contributing to the growth and sustainability of Oman’s tourism sector.
Haitham bin Mohammed Al Ghassani, Director General of Tourism Promotion at the Ministry, emphasized that the Chinese market is one of the world’s most prominent tourism markets. Statistics show it is a high-spending market that favors destinations offering a mix of nature, culture, and unique experiences. He noted that Oman’s rich geographical and cultural diversity makes it an ideal destination for Chinese tourists eager to explore authentic and historically rich environments.
In a statement to Oman News Agency, Al Ghassani added that enhancing Oman’s presence in the Chinese market directly contributes to raising awareness of the Sultanate as a distinctive tourism destination. It also paves the way for partnerships with Chinese travel agencies and digital booking platforms, especially as interest in sustainable travel and cultural experiences continues to grow. He emphasized that Oman has a significant opportunity to strengthen its presence and attract more visitors from this vital market.
He also noted that earlier this year, the Ministry appointed Dragon Trail as Oman’s official representative in the Chinese market. The company is implementing a range of initiatives, including digital campaigns on Chinese platforms, inviting media and influencers to visit Oman, organizing familiarization trips to highlight Omani nature, culture, adventure, and hospitality, and hosting media events and promotional campaigns across various regions in China. These efforts aim to boost Oman’s visibility in the Chinese market while training and supporting Chinese travel partners to effectively market the destination.
The company also provides analytical and research data on Chinese tourist behavior, helping the Ministry craft effective marketing messages, select appropriate channels, and seize opportunities to increase Chinese visitor numbers in the coming period.
Al Ghassani concluded by affirming that this initiative is part of a comprehensive strategy to diversify tourism markets and raise global awareness of Oman as a safe, authentic, and experience-rich destination, with a focus on attracting middle- and high-income tourist segments from China.
