Tourism Experience

Creation of Oman Tourism and Convention Bureau

Horwath HTL was appointed to establish a new entity (OTCB) that would be responsible for the tourism marketing and branding of the Sultanate of Oman.


Project Scope

Our consulting team had the privilege of supporting the Sultanate of Oman in establishing its inaugural Tourism and Convention Bureau, a milestone project aimed at enhancing the country’s profile as a premier destination for both leisure and business travel. This initiative was a cornerstone of Oman’s broader strategy to diversify its economy and tap into the growing global tourism and events markets.

The project commenced with an in-depth analysis of Oman’s unique tourism offerings, infrastructure, and market positioning. Our team engaged with key stakeholders, including government ministries, private sector operators, and local communities, to ensure the bureau’s framework would align with the nation’s cultural values and economic goals.

One of the primary deliverables was the development of a comprehensive organisational structure for the bureau. This included defining its strategic objectives, key operational areas, and governance model. We also crafted detailed plans for marketing, destination management, and stakeholder engagement, ensuring the bureau could effectively promote Oman’s rich heritage, natural beauty, and modern amenities to global audiences.

In addition, we provided guidance on the creation of incentives and support programmes for the meetings, incentives, conferences, and exhibitions (MICE) sector, a vital component of Oman’s tourism growth strategy. Training and capacity-building workshops were conducted to equip local talent with the skills necessary to manage and sustain the bureau’s operations.

The successful launch of the Tourism and Convention Bureau marks a significant step forward for Oman’s tourism ambitions. It serves as a platform to attract international visitors, foster economic growth, and position the Sultanate as a distinctive destination in a competitive global market. We are proud to have been part of this transformative journey, contributing our expertise to a project with enduring impact.

Tourism
Strategy and Planning
Destinations