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Oman dazzles at ITB Berlin with spectacular opening show

5 Mar 2024 Oman dazzles at ITB Berlin with spectacular opening show

Muscat – Oman, the host country of ITB Berlin 2024, kicked off the tourism trade fair in Germany with a spectacular opening ceremony at CityCube Berlin on Monday. 

The event, attended by over 3,000 guests, including key figures in the political sphere and tourism industry, captivated the audience with a showcase of classical and folk music performances from the sultanate. 

The ceremony navigated through Oman’s diverse landscapes, traditions and cultural heritage in three thematic segments. The opening segment celebrated Oman’s natural beauty and cultural richness, setting the stage for a narrative on the sultanate’s developmental strides towards modernisation while retaining its cultural identity, emphasising on religion, education, human rights and the arts. The final segment – Vision 2040 – unveiled Oman’s ambitions for sustainable tourism development and its aspiration for a prominent role on the global stage.

Accompanied by the Royal Oman Symphony Orchestra, Omani singers and folk groups enriched the programme with a vibrant display of traditional customs and melodious renditions. 

H E Salem bin Mohammed al Mahrouqi, Minister of Heritage and Tourism, highlighted Oman’s vast offerings and optimistic outlook to build a robust tourism sector in collaboration with GCC countries, envisioning a unified and diverse destination.

In his address, H E Mahrouqi emphasised tourism’s significant contributions to Oman’s economic and social spheres, underlining its role in driving economic growth, generating employment and preserving cultural and heritage sustainably. He advocated a sustainable, socially and environmentally responsible approach to tourism that fosters accessible, borderless destinations.

Kai Wegner, Governing Mayor of Berlin, and Julia Simpson, President and CEO of World Travel and Tourism Council, both welcomed Oman’s partnership with ITB Berlin. Julia predicted a promising growth trajectory for Oman’s tourism sector, highlighting its unique attractions and history. She also noted the expected growth of the global tourism sector, with forecasts indicating a revenue potential of US$9.5tn and employment for 320mn people.

Zurab Pololikashvili, Secretary-General of World Tourism Organization, extended an invitation to global tourists to explore Oman’s exceptional tourism offerings while reinforcing the sentiment of recovery and optimism within the global tourism industry.

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