Oman Launches Workshops in China to Boost Visibility and Tourism, Tapping into Booming Demand from One of the Fastest-Growing Travel Markets

Published on December 3, 2025

The Sultanate of Oman has embarked on a number of workshops and activities in China aimed at raising its profile in one of the fastest-growing outbound travel markets in the world. Organised by the Ministry of Heritage and Tourism, the workshops commenced in Beijing on Sunday and will run until December 5 in Shanghai and Guangzhou. The move is an attempt to capitalize on the soaring demand for international travel from China, which has witnessed phenomenal growth during the past few years.

Strategic Partnerships and Targeted Campaigns to Boost Oman’s Appeal

The Omani delegation, led by H E Azzan bin Qasim al Busaidi, Undersecretary for Tourism, consists of representatives from 22 Omani tourism institutions. H E Busaidi emphasized that China’s expanding international travel market presents a golden opportunity for Oman, positioning it as a key destination in the Middle East. He noted that Oman’s natural beauty, rich cultural heritage, and recent developments—such as the 14-day visa exemption and direct flights between Beijing and Muscat—enhance its appeal to Chinese travelers.

The Chinese market, especially in terms of travel and tourism, continues to be an essential segment. With China accounting for more than 150 million outbound trips in 2024 and an estimated US$250.6 billion in spending, Oman’s strategic tourism campaigns are focusing on attracting high-spending travelers who prefer cultural experiences and unique destinations, which Oman offers abundantly.

Launching Direct Flights as a Cultural and Economic Bridge

A key highlight of the promotion was an official dinner in Beijing marking the launch of China Eastern Airlines’ first direct route between Muscat and Beijing. Senior officials, airline representatives, and media professionals gathered to celebrate this new flight service. H E Busaidi described the new route as a bridge for cultural and economic exchange, further strengthening the relationship between the two countries. The direct connection opens up new possibilities for both tourism and trade between Oman and China.

Cultural Tourism as a Key Attraction for Chinese Travelers

With over 70% of Chinese tourists showing a preference for cultural experiences, Oman’s marketing strategy aligns perfectly with this demand. The country’s rich historical sites, ancient forts, and UNESCO World Heritage sites present an unmatched opportunity for Chinese tourists seeking immersive cultural experiences.

The Beijing workshop featured a series of presentations that highlighted Oman’s diverse offerings, including its natural landscapes, cultural attractions, and luxurious tourism experiences. It also included business meetings between Omani companies and around 100 Chinese travel operators, conference organizers, and media representatives to discuss collaboration opportunities and boost awareness of Oman as a travel destination.

Digital Campaigns and Expanding Online Presence

As part of its broader strategy to engage Chinese travelers, Oman has launched new digital promotional campaigns across platforms like Weibo, WeChat, and Red Note. Additionally, the Experience Oman website has been revamped with a Chinese-language version, making it easier for Chinese travelers to explore and plan their trips to Oman. These digital campaigns are a part of Oman’s focus on increasing its online presence, engaging directly with potential tourists through their preferred social media channels.

Training Chinese Travel Professionals and Building Long-Term Partnerships

The roadshow is part of MHT’s broader program for 2024, which includes a comprehensive training initiative aimed at more than 4,000 Chinese travel professionals. By fostering better understanding and knowledge of Oman’s tourism offerings, these training programs aim to create a network of ambassadors who can promote Oman more effectively to Chinese tourists. MHT is also working to forge new partnerships with major travel agencies and tour operators in China, further boosting Oman’s profile as a premium travel destination.

The Growing Role of Tourism in Oman’s Economic Development

The influx of Chinese tourists is expected to bring substantial economic benefits to Oman. As tourism revenue continues to grow, the sector will support job creation, local businesses, and contribute to the diversification of Oman’s economy. The partnership with China not only strengthens Oman’s position as a key Middle Eastern destination but also enhances the country’s international tourism appeal, encouraging greater cultural exchange and economic growth.

Oman’s Growing Tourism Collaboration with China

In other words, through these workshops and promotion campaigns, Oman is actually working on laying solid groundwork for an enduring tourism exchange with China. By reinforcing its cultural and natural resources in the marketplace, supported by new direct flights, Oman is targeting a growing demand for cultural tourism, thereby setting itself up to become one of the favored destinations of Chinese travelers. As both countries work toward closer bonds through tourism and trade, Oman’s efforts are bound to facilitate the growth of its tourism industry and bring economic dividends with its long-term partnerships to both nations.