Saturday, March 9, 2024
During the Destination Track at ITB Berlin 2024, Oman was praised for exemplifying authenticity in global travel destinations. The panel unanimously acknowledged Oman’s careful and thoughtful approach to tourism development, which has preserved its rich traditions and cultural heritage. As the host country of ITB Berlin, Oman showcased its dedication to offering an authentic travel experience, rooted in unchanged traditions and culture, highlighting the core elements that truly captivate visitors.
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 participation at ITB Berlin 2024 was a compelling demonstration of how a country can embrace global tourism while staying true to its roots. This ability to welcome visitors while maintaining authenticity sets a benchmark for responsible tourism growth. Oman’s strategy highlights the significance of preserving culture and environment to create sustainable, meaningful travel experiences that align with the principles of adventure travel, cultural tourism, and responsible exploration.
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