MUSCAT: The “Marhaba Europe” event, organized by the Ministry of Heritage and Tourism (MHT), commenced at the Oman Convention and Exhibition Centre on Wednesday, September 4, 2024, with a high-profile discussion panel featuring key industry figures.
The session included presentations from Basmah al Mayman, Regional Director for the Middle East at the United Nations World Tourism Organization (UNWTO); Shaikh Aimen bin Ahmed al Hosni, CEO of Oman Airports; Shabib bin Mohammed al Mamari, Managing Director of Visit Oman; and Haitham bin Mohammed al Ghassani, Director General of Tourism Promotion at MHT. The panel was moderated by Dr Hamed Almuhrzi, Dean of Oman Tourism College.
The discussions covered a range of topics, including identifying the main needs and interests of international markets and engaging in interactive discussions on the development of tourism packages.
Basmah al-Mayman, speaking at the event, emphasized the key trends shaping the future of tourism in the Middle East. “Last year, the Regional Commission for the Middle East announced that wellness and health tourism would be among our top priorities on the program of work for the region,” she stated, noting that Jordan has been designated as a regional hub for the segment due to its longstanding commitment to health and wellness tourism.
Al-Mayman, attending the event in Oman for the second time this year, reflected on the evolving landscape of global tourism, highlighting the significant shift in tourist behavior and preferences post-COVID-19. “There is now a high focus on relaxation, and the fastest-growing segment in tourism today is health and wellness,” she remarked. The sector is projected to reach a value of 1.3 trillion US dollars by 2025, with the Middle East and North Africa (MENA) region expected to play a leading role in meeting this growing demand.
While the region has traditionally been known for its spas and wellness retreats, Al-Mayman pointed out that post-pandemic ambitions have become more diverse.
She also highlighted the rise of sports tourism, noting, “We are now in the post-FIFA World Cup era after Qatar hosted it, and the region is hosting numerous sports events.” She emphasized the region’s natural infrastructure and capacity to support a wide range of sports activities, from Formula 1 to adventure tourism in Oman’s unique landscapes, including its caves and mountains. “People like to come and attend sports events while also enjoying the gastronomy of the region,” she added.
Shaikh Aimen bin Ahmed al Hosni, CEO of Oman Airports, focused on the role of technological advancements in enhancing the passenger experience. “We have implemented many e-technology solutions. Our eGates allow for seamless, queue-free passage, and the x-ray check-in process is designed to be quick and efficient. The check-in counters are also streamlined for a smooth and fast experience,” he stated.
Al Hosni further emphasized the importance of providing a variety of options for passengers once they pass through immigration and security. “We ensure they have a wide variety of options for shopping, including duty-free, as well as food and beverages. We are always striving to improve, listening closely to our passengers’ feedback,” he said. He highlighted the significant progress Oman Airports has made in customer service rankings, moving from number 97 in 2015 to number six today in Skytrax customer service rankings.
Both Al-Mayman and Al Hosni highlighted the importance of health, wellness, and sports tourism in the region’s growth strategy. The discussions at the “Marhaba Europe” event underscored the commitment of the Middle East to capitalize on these emerging trends, positioning the region as a leading destination in the global tourism market.
Caption: A high-profile panel discussion was the highlight of Marhaba Europe’s inaugural session at OCEC
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