Saturday 29 / November / 2025
Muscat: The Ministry of Heritage and Tourism will begin on Monday the a series of mobile promotional workshops in the People’s Republic of China, including the cities of Beijing, Shanghai and Guangzhou, with the aim of enhancing the presence of the Sultanate of Oman in Asian tourism markets and expanding areas of cooperation with key partners in the tourism sector.
The official delegation participating in these events is headed by Azzan Qassim Al Busaidi, Undersecretary of the Ministry of Heritage and Tourism for Tourism, with the participation of representatives of 22 Omani tourism institutions.
The programme includes the launch of a direct flight route for "Eastern Airlines" at Beijing Daxing International Airport in cooperation with Oman Airports.
The new route will connect the Chinese capital, Beijing, with Muscat, in a step that confirms the integration of efforts between the two sides and the alignment of promotional plans. This launch represents an important stage in strengthening air connectivity, facilitating travel, and increasing tourist flow between the two friendly countries.
The workshops in Chinese cities will provide a specialised promotional platform to enhance cooperation between Omani tourism companies and hotel establishments by showcasing the most attractive tourism experiences for Chinese tourists, and highlighting the unique features of the Sultanate of Oman, including its rich heritage, diverse natural sites, and sustainable tourism products.
During the events, a number of meetings will be held with major Chinese tourism companies to showcase promising investment opportunities in the tourism sector in the Sultanate of Oman, with a focus on developing innovative products targeting new segments of travelers, which will enhance the Sultanate of Oman’s presence in the Chinese market and open up prospects for future investments.
Through these efforts, the Ministry of Heritage and Tourism seeks to enhance the Sultanate of Oman’s position as a tourist destination that combines the authenticity of heritage with the splendour of nature, attracting new segments of visitors looking for quality tourism experiences, in addition to strengthening international partnerships with Chinese travel and tourism companies, which contributes to supporting the growth and sustainability of the tourism sector.
Haitham Mohammed Al Ghassani, Director-General of Tourism Promotion at the Ministry of Heritage and Tourism, said that the Chinese market is one of the most prominent global tourism markets, as statistics show that it is a high-spending market that focuses on destinations that combine nature, culture and unique experiences.
He pointed out that the Sultanate of Oman is characterised by a rich geographical and cultural diversity and represents an ideal destination for the Chinese tourist who wants to explore different environments rich in authenticity and history.
He added in a statement to the Oman News Agency that strengthening the presence in the Chinese market directly contributes to raising awareness of the Sultanate of Oman as a distinctive tourist destination, and opens the door to partnerships with Chinese travel agencies and digital booking platforms, while continuing to focus on sustainable travel and cultural experiences.
He explained that the Sultanate of Oman has a great opportunity to enhance its presence and attract more visitors from this vital market.
He pointed out that the Ministry of Heritage and Tourism appointed Dragon Trail this year as the official representative to promote the Sultanate of Oman in the Chinese market by implementing a range of programmes such as digital campaigns through Chinese platforms, inviting media professionals and influencers to visit the Sultanate of Oman, organising familiarisation trips that highlight Omani nature, culture, adventures and hospitality, holding media events and promotional campaigns in various regions of China to enhance the presence of the Sultanate of Oman in the Chinese market, in addition to training and supporting Chinese travel partners and the tourism sector to market and promote this destination efficiently.
He explained that the company also provides analyses and research data on the behaviour of Chinese tourists, which helps the Ministry of Heritage and Tourism to develop effective marketing messages, choose appropriate channels, and take advantage of available opportunities to increase the number of Chinese visitors in the coming period.
The Director General of Tourism Promotion at the Ministry of Heritage and Tourism confirmed that this step comes within a comprehensive strategy aimed at diversifying tourism markets and increasing global awareness of the Sultanate of Oman as a safe, authentic, and rich tourist destination with unique experiences, with a focus on attracting middle- and high-income tourists in China.
