From frankincense to forts: Oman woos Chinese visitors

In the field of cultural heritage, he's convinced there is an opportunity for further exchange of expertise, knowledge, ideas and initiatives, which will not only boost cultural cooperation between Oman and China but also allow tourists from both countries to learn more about each other.

At the roadshow in Beijing, Al Busaidi announced the launch of the ministry's official accounts on Chinese social media platforms WeChat, Xiaohongshu and Sina Weibo together with its updated Chinese-language website.

"It ensures that information about Oman is accessible, engaging and tailored to the needs of Chinese travelers," he says.

"Beyond traditional marketing methods, it's crucial for the ministry to leverage Chinese social media influencers and key opinion leaders in the tourism industry. They can share their personal, authentic experiences in Oman online."

Al Busaidi highlights the country's infrastructure, such as airports, well-developed road networks, and quality hotels, alongside the hospitality of a nation long open to trade and friendship.

"It's important to equip Oman's tourism suppliers such as hotels and scenic spots with Chinese traveler-friendly amenities, including payment options, Chinese-language services and food selections. Such preparations have been underway for some time," he says.

"By global standards, Oman and Muscat have been ranked among the world's safest destinations for many years. This is very important for travelers, both from China and around the world."

Oman serves as a vital country along the ancient Maritime Silk Road and a crucial transportation hub with profound historical significance. Ming Dynasty (1368-1644) navigator Zheng He visited Oman several times during his seven epic maritime expeditions to over 30 countries and regions. His fleet brought silk and porcelain, exchanging them for local specialties such as frankincense.

"With the increased demand for tourism from China to Oman and Oman being part of the Belt and Road Initiative, we have a great opportunity to increase investments in the tourism sector," Al Busaidi says.

"Several Chinese enterprises have already made direct investments in various sectors of Oman, with a growing interest in investing in the tourism industry."

He believes that more such investments will help boost the number of visitors between the two countries.