Visit Oman managing director Shabib Al Maamari said there was a race to acquire new source markets in the region. “It is becoming more aggressive,” he said.
“Destinations are not just marketing, they are buying the source markets. For example, they look for an operator that has done a good job and buy it or take a share.”
This tactic, he said, guaranteed feed for airlines and guests for hotels in emerging destinations.
Al Maamari was speaking during The New Travel Powerhouses panel discussion at WTM London. He described Oman as “the best-kept secret in the region”.
The country was used as a “dialogue opener” in conflicts, which meant it was a trusted recipient of investment. He said this trust in Oman and the country’s stability was a key factor in its partnership with Tui, sealed in September.
Muscat cruise plan
Oman has taken a 1.4% stake in Tui, with the operator agreeing to develop five new hotels on the Arabian Sea. Tui will have a 45% stake in the new developments, with Oman’s government also having 45% and a private investor the remaining 10%.
"The biggest news this year is the acquisition of a share in Tui,” he said. “The deal had been in the works for a few years. We wanted to identify an opportunity that would help us reach 11.7 million tourists annually. They are a market leader, so I don’t have to worry about the marketing.”
He revealed talks were underway with Tui and other operators to develop Muscat as a homeport for cruise ships. Itineraries would visit “the entire region”, he said.
This would be aided by a Schengen-style GCC (Gulf Cooperation Council) visa, currently being discussed by Middle East countries.
Al Maamari said this would allow fly-drive packages across the region and make intra-regional air travel easier for non GCC visitors. “It is very easy to drive and rail is in the works,” he said.
