Tourism industry set for record year in 2010

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MUSCAT -- Tourist traffic into the Sultanate is projected to scale new highs next year on the back of a raft of major initiatives, most notably an aggressive campaign targeting new markets, according to the Under-Secretary of the Ministry of Tourism, Mohammed bin Hamoud al Toobi. Al Toobi predicted a record year for Oman's tourism industry during 2010 as marketing strategies implemented by the ministry, coupled with national carrier Oman AirOman Air's ambitious route expansion plans, continue to pay dividends.

"2010 will be a record year for our tourism industry," said Al Toobi. "First, we will be taking a more aggressive approach in our marketing work assisted by the appointment of a creative agency. This will allow us to run targeted campaigns across the GCC, UK, Europe and Australian markets using a consistent 'look and feel'. We will work with trade and airline partners so that we invest more in consumer direct marketing," he added in comments to the Observer.

Importantly, the Tourism Ministry has also set its sights on the potentially vast markets of Russia, China and India, the under-secretary said. "2010 sees the ministry enter new markets. We are investigating representation in the Russian Federation and India, and looking to appoint a PR/Communications agency to boost awareness of Oman at the World Expo in Shanghai. Year's end will see Muscat host the 2nd Asian Beach Games. "With the organising committee we are keen to look at how marketing can be leveraged, so that awareness of Oman in China and Asia is increased. This is an important legacy outcome for all economic sectors. Entry into India, China and Asia is timely.

These economies are growing strongly, so we must adapt our strategies accordingly," he said. In association with Oman AirOman Air, the Tourism Ministry aims to continue joint marketing initiatives targeting the key European market, Al Toobi said. Furthermore, the airline's expansion to Kuala Lumpur in early 2010 also opens up opportunities to tap Malaysia's capital market, as well as markets served through Kuala Lumpur airport, he said. Significantly, the ministry will continue to promote the Sultanate as a high quality destination aimed primarily at responsible tourists, the official stressed.

"Concerning our market positioning, we will continue to focus on Oman as a destination for authentic, high quality Arabian experiences across our pitch to high yielding segments and responsible tourists. In doing this work, we see the need to work across all media platforms (print, digital, TV) more effectively. Again, our focus will be on high-yield segments and responsible tourism," he noted.

Commenting on the impact of the global economic downturn on Oman's tourism sector, he said the ministry had responded prudently to the crisis at the very outset. "I believe the ministry made the right decisions at the time. When the banking system collapsed in the last quarter of 2007, the ministry and Oman AirOman Air still went ahead with the launch of Oman's largest-ever consumer direct marketing campaign in the United Kingdom. This surprised many industry commentators, but it presented some welcome opportunities and results.

For example, there was relative little competitor advertising, so Oman's profile was stronger, and the campaign led to the development of a customer database that has provided a foundation for passenger growth from the UK. Additionally, our profile was further enhanced in April when Oman AirOman Air introduced daily Airbus A300 services from Heathrow. A year on, Oman AirOman Air now has 87 per cent market share of all air travel from the UK to Oman, while visitor arrivals from the UK for the year ending June 2009 have increased 19 per cent."

Arrivals from the GCC have also grown as a result of a consumer direct campaign launched by the ministry jointly with Oman AirOman Air in February. "Now our focus with Oman AirOman Air is on further developing the UK market and investing more heavily in Germany and France for which Oman AirOman Air now operates non-stop services," Al Toobi (pictured) said. Other on-going initiatives designed to boost tourist inflows include an intensive 'visiting journalist programme', the appointment of a new ministry representative in Australasia, a video production for the Hong Kong and Chinese markets, and campaigns with industry partners.

Also expected to pay dividends, the Under-Secretary said, are a host of major infrastructure projects either managed directly by the ministry or by Omran, the state-owned tourism development vehicle. "Omran is well advanced in the construction works for the 2010 Asian Beach Games Village in Musannah, along with several hotel and resort projects here and in regional locations. The ministry is delighted that funding has been confirmed for the construction of a state-of-the-art convention and exhibition centre near Muscat International Airport.

These projects will allow Oman to secure international business and cultural events -- high yielding visitor segments. The convention and exhibition centre will also be a platform to showcase Oman's wider investment, trade and manufacturing sector," Al Toobi added.

By Conrad Prabhu

© Oman Daily Observer 2009