Dubai: Oman is looking to promote itself as a MICE (meetings, incentives, conventions and exhibitions) tourism destination by focusing on developing its business related infrastructure and facilities.
Salem Al Mamari, director general of Tourism Promotion in the Oman Ministry of Tourism, said: "MICE is one of the fastest growing industries today, especially in this part of the world".
"Because of our smaller size we're promoting ourselves as a boutique destination for conferences of about 800 to 1,000 people," Al Mamari said.
The Oman Convention and Exhibition Centre which is due to be complete in 2014-15 is the country's first step into developing itself into a MICE destination. The centre, to be in Muscat, will house venues capable of seating up to 6,000 people, plus a 30,000 square metre exhibition and multi-user sports centre suitable for major sports events, plus hotels and serviced apartments. Along with Muscat, the Ministry of Tourism is looking to develop Salalaha as a MICE destination.
"We're hoping in three years' time we will have sufficient funds for development facilities for MICE business in Salalaha making it into a regional destination," Al Mamari said.
Resorts
The Ministry of Tourism is also focusing on promoting the MICE facilities and accommodation at its high-end hotels such as the new Swiss-Belhotel Resort Masirah Island, the five-star Salalah Marriott Resort, and Six Senses Hideaway Zighy Bay.
Oman started developing itself as a MICE destination four years ago. Since then it says the number of MICE tourists coming in has increased by an average of 7.5 per cent a year. The industry currently makes up eight per cent of all tourism that comes into the country, a number Al Mamari is hoping to increase.
To complement the MICE facilities, Oman has been recognised for its array of tourist activities on offer such as water sports, rock climbing, sand skiing in the desert, trekking and cave exploration. The country also features historic forts and castles, which are among many cultural landmarks that give the country its unique character.
"Oman is a country which will give you authenticity and history. We are developing old villages, some of them 3,000 years old. We are also converting and restoring the 500 forts and castles in the country. We're utilising the history of the nation for tourism," Al Mamari said. Most of Oman's tourists have come from Europe however more recently they have come from new markets such as China, Russia, Australia, New Zealand, Singapore and India.
