Tourism showcase strengthens international partnerships as Oman concludes ITB Berlin 2025

Muscat: The Omani pavilion showcased the nation’s cultural heritage, breathtaking landscapes, and world-class hospitality, reinforcing its status as a must-visit global destination. The event provided Omani tourism institutions with key networking opportunities, allowing them to establish strategic partnerships, explore investment prospects, and engage with international companies to boost tourism inflows to Oman.

The Ministry emphasized its commitment to strengthening Oman’s position on the global tourism map, particularly targeting the European market. Saada bint Abdullah Al Harthi, Director of the Market Development Department at the Ministry, highlighted Oman’s strategic partnerships with major travel operators and tourism companies, aiming to attract a diverse range of international visitors.
She also noted that Oman’s tourism representation office in Germany plays a key role in promoting Oman’s adventure tourism, cultural attractions, and luxury hospitality offerings.
In a significant move to enhance accessibility, Oman recently welcomed its first direct scheduled flights from Switzerland, operated by Edelweiss Airlines, connecting Zurich and Salalah via Muscat. This initiative is part of a broader effort to expand direct flight connections and make Oman a more accessible destination for European travelers.
Visitors to the Omani pavilion were treated to promotional films showcasing the country’s diverse attractions, from towering mountains and golden deserts to pristine beaches, rich marine life, and historical sites. The films also highlighted adventure tourism activities such as mountain climbing, cave exploration, and marine adventures, along with Oman’s cultural heritage, traditional souqs, and iconic castles and forts.
During ITB Berlin, Oman signed several international tourism agreements, focusing on joint promotional campaigns, customized travel packages, and investment opportunities. The Ministry also engaged in discussions with key tourism stakeholders to enhance marketing efforts in high-potential markets.

Tourism professionals from leading Omani hotels, resorts, and travel companies praised ITB Berlin as a valuable opportunity to strengthen global partnerships.

Fahad Al-Hussaini, Director of Sales at The Chedi Muscat, emphasized the importance of showcasing Oman’s luxury travel experiences and building strong connections with European travel agencies.
Majed Al Marshoudi, from Adventure World, noted that global exhibitions are crucial for small and medium enterprises (SMEs) to expand their reach and compete on an international level.
Ahmed Masoud, General Manager of Hilton Salalah Resort, highlighted Dhofar’s increasing popularity among European travelers, citing the surge in direct flights and seasonal charters from Germany, Switzerland, and Belarus.
International visitors to the Omani pavilion expressed enthusiasm for the country’s unique tourism experiences and poured in their apprecitation as well.

The Ministry of Heritage and Tourism reaffirmed its commitment to Oman Vision 2040, which aims to position tourism as a key driver of economic growth. Following its success at ITB Berlin, Oman will participate in major international tourism exhibitions across Europe, Asia, and the United States, including:

Moscow International Tourism and Travel Exhibition (MITT)
Arabian Travel Market (ATM) in Dubai
ITB Asia in Singapore
World Travel Market (WTM) in London
Additionally, Oman plans to expand its tourism representation offices in strategic markets such as China, Russia, Spain, and Southeast Asia while launching joint marketing campaigns with over 80 international tourism companies.