Friday, March 8, 2024
During the Destination Track at ITB Berlin 2024, Oman was spotlighted as a paragon of authenticity in the realm of global travel destinations. The panel unanimously recognized Oman’s deliberate and measured approach to tourism development, which has meticulously preserved its rich traditions and cultural heritage. As the host country of ITB Berlin, Oman demonstrated its commitment to maintaining an authentic travel experience, rooted in unchanged traditions and culture, underlining the essence of what makes a destination genuinely captivating.
Haitham Al Ghassani, Director General of Tourism Promotion at the Ministry of Heritage and Tourism, emphasized the deeper meaning of authenticity in travel. He described it as providing visitors with a sanctuary for peace and self-discovery, beyond the superficial allure of tourist sites. This perspective aligns with a growing demand among travelers for experiences that offer not just a break from their daily lives but also a deeper connection with the places they visit.
Dr. Hashil Obaid Al Mahrouqi, CEO of the Oman Tourism Development Company (OMRAN Group), highlighted the balance between developing the tourism “hardware” and preserving the inherent qualities that define Oman’s appeal. His advocacy for marketing Oman’s tourism centered on its safety, authenticity, and diverse natural attractions demonstrates a strategic approach to showcasing the country’s hospitality, culture, and history while safeguarding these treasures for future generations.
The focus on sustainability is central to Oman’s tourism ethos. By embedding sustainability into the heart of tourism development, Oman ensures the protection of its diverse and authentic charm. Al Ghassani’s assertion that “tourism is made by the community and for the community” encapsulates the philosophy that tourism should benefit all stakeholders, ensuring that the cultural and natural heritage remains intact and accessible for both locals and visitors alike.
Oman’s presence at ITB Berlin 2024 served as a compelling showcase of how a country can open its doors to the world while firmly holding onto its identity. This balance between welcoming tourists and preserving authenticity is a model for responsible tourism development. Oman’s approach underscores the importance of cultural and environmental stewardship in creating sustainable, enriching travel experiences that resonate with the ethos of adventure travel, cultural tourism, and responsible exploration.
Tags: itb, ITB Berlin 2024, Oman
Saturday, April 27, 2024
