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Oman Tourism steps up China focus with new trade push
Initiatives include multi-city workshops and appointment of official representative office
Oman is intensifying its focus on the Chinese market in 2025 with a multi-city trade roadshow and the appointment of a dedicated in-market representative, as part of wider efforts to build share in one of the world’s fastest-growing outbound travel segments.
Led by the Ministry of Heritage and Tourism (MHT), the December roadshow brought a delegation of 22 Omani tourism stakeholders to Beijing, Shanghai and Guangzhou for a series of multi-city workshops. The events provided a platform for B2B engagement with Chinese tour operators, OTAs and hotel groups, spotlighting Oman’s heritage, diverse landscapes and sustainable tourism offerings while positioning the sultanate as a year-round destination for culture and nature-focused travel.
The Beijing workshop featured presentations on Oman’s tourism offerings and business meetings between Omani companies and around 100 Chinese travel operators, conference organisers, media representatives, and content creators.
The programme also included meetings with major Chinese tourism companies to explore joint initiatives and investment opportunities, with discussions centred on developing innovative products for emerging traveller segments.
To deepen its reach in China beyond the roadshow, MHT has appointed Dragon Trail as its official representative office. The brief covers digital marketing campaigns on Chinese platforms, media and KOL collaborations, trade training and familiarisation (fam) trips, all supported by market insights into evolving Chinese traveller preferences.
Haitham bin Mohammed Al Ghassani, Director General of Tourism Promotion at MHT, said the enhanced focus on China aligns with strong growth in international travel demand from the market, with Chinese travellers increasingly seeking destinations that combine natural beauty, cultural authenticity and distinctive experiences.
Industry forecasts indicate that Chinese travellers could make around 155 million outbound trips globally in 2025, with overseas tourism spending expected to exceed US$250 billion.
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The latest wave of activity builds on recent China-focused measures introduced by Oman, including a 14-day visa exemption for Chinese visitors and the launch of the first direct air link between Oman and China. China Eastern Airlines’ twice-weekly Beijing Daxing-Muscat service commenced on 30 November and is expected to play a key role in supporting growth in arrivals.
MHT is prioritising China within its 2025–2026 international marketing strategy, expanding its footprint through new offices and partnerships with more than 80 global travel companies, complemented by a calendar of fam trips for agents, media and influencers.
Authorities expect Chinese visitor numbers to increase significantly from a base of around 73,000 arrivals in 2024 as new air connectivity, eased entry measures and targeted promotion start to translate into higher volumes.
For more information, visit mht.gov.om
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