Oman Showcases Rich Heritage and New Investment Opportunities at ILTM China Roadshows, Here’s All You Need to Know

Published on November 30, 2025

As part of a new jet plan, the Ministry of Heritage and Tourism( MHT) in the Sultanate of Oman is strengthening its marketing efforts for the promotion of Oman Tourism on a Global Scale, and on first-time basis to the Chinese Market, Roadshows. During the MHT promotion from December 1- 5, 2023, Chinese citizens will be introduced to the Omani Tourism product from, MHT in the following targeted cities; Beijing, Shanghai and Guangzhou. Azzan bin Qasim Al-Busaidi, Undersecretary of MHT for Tourism and a Delegation Representing 22 Omani Tourism Organizations will participate in the Roadshow. This is the first of a planned series of Oman marketing initiatives to penetrate the Chinese Tourism market. This will also enhance the economic and travel relationships between Oman and China.

Direct Flight Launch: A Game-Changer for Oman-China Connectivity

One of the most anticipated aspects of the roadshows is the inauguration of a direct flight service between Muscat and Beijing, operated by China Eastern Airlines. This new route will connect Beijing Daxing International Airport with Muscat, providing easier access for Chinese tourists traveling to Oman. This strategic partnership between Oman Airports and China Eastern Airlines is expected to increase air connectivity, reduce travel times, and facilitate smoother movement between the two countries.

The introduction of this direct flight is more than just a logistical development—it represents a crucial step toward boosting tourism and business exchanges between Oman and China. By improving travel access, Oman is positioning itself as an attractive destination for Chinese tourists, eager to explore new places and experiences abroad. This move will also have a positive impact on business tourism, facilitating smoother travel for Chinese investors and companies interested in exploring opportunities in Oman.

Roadshow Focus: Highlighting Oman’s Rich Cultural and Natural Heritage

Throughout the roadshow events in Beijing, Shanghai, and Guangzhou, specialized workshops will provide an interactive platform for collaboration between Omani tourism companies and their Chinese counterparts. These sessions will focus on showcasing Oman’s top attractions, from its UNESCO World Heritage Sites to its beautiful desert landscapes, pristine beaches, and vibrant cultural experiences.

Oman’s tourism sector is uniquely positioned to attract tourists seeking a combination of adventure, history, and relaxation. The country offers a diverse range of experiences, from exploring the ancient forts of Nizwa to trekking in the Hajar Mountains and indulging in luxury resorts along the Arabian Sea. The roadshow aims to communicate these offerings to the Chinese market, highlighting the country’s commitment to sustainable tourism and preserving its natural beauty for future generations.

Oman’s rich cultural heritage is another focal point of the campaign. With its ancient trading routes, unique architecture, and longstanding traditions, Oman provides a fascinating destination for travelers seeking authentic cultural experiences. The roadshow will allow Chinese businesses and tourists to gain a deeper understanding of Oman’s heritage and what makes it such a compelling place to visit.

Investment Opportunities: A Growing Market for Tourism Development

In addition to showcasing tourism experiences, the roadshow will also serve as an important platform for forging business connections and exploring investment opportunities within Oman’s tourism sector. Several meetings will be held with leading Chinese tourism firms and potential investors to discuss the growing demand for high-quality tourism infrastructure in Oman.

Oman’s tourism sector is experiencing rapid growth, driven by an increasing number of international tourists and the government’s commitment to investing in tourism infrastructure. The roadshow will underscore the importance of attracting foreign investment to support this growth, particularly in areas such as hotel development, eco-tourism projects, and luxury travel services. Investors will be encouraged to explore opportunities in Oman’s expanding tourism market, with a focus on creating sustainable, culturally enriching experiences for future generations.

Strengthening Bilateral Ties: A Strategic Move for Oman’s Global Positioning

The roadshows also reflect a broader strategy by Oman to strengthen its relationship with China, one of the world’s largest outbound tourism markets. By establishing stronger connections with Chinese businesses, tour operators, and travel agencies, Oman is aiming to increase its visibility and attract a larger share of Chinese tourists, who are known for their interest in international travel.

China’s outbound tourism has seen significant growth in recent years, and Oman is positioning itself as a destination that offers a unique blend of culture, adventure, and luxury. The roadshow is part of Oman’s broader efforts to diversify its tourism offerings and attract visitors from emerging markets like China, which are becoming increasingly important to global tourism.

A Look Ahead: The Future of Tourism Between Oman and China

Various roadshows are taking place in Wan and Oman’s tourism sector is most likely to receive significant advantages. Oman has focused on preserving culture and nurturing nature, and that philosophy will make the new destination attractive to the Chinese market. With no direct flights to Oman, the new routes, advertising, and promotional initiatives will most likely contribute to an upswing in the number of Chinese tourist arrivals in Oman, which will undoubtedly escalate the activity in the hospitality, transport, and entertainment sectors of the country.