Tourism Celebrating Diversity

Tourism Celebrating Diversity Ministry of Tourism Sultanate of Oman World Tourism Day 27 September 2009 Sultanate of Oman Ministry of Tourism

The Ministry of Tourism PO Box 200 Madinat Sultan Qaboos 115 Sultanate of Oman www.mot.gov.om www.omantourism.gov.om www.omran.om United Nations World Tourism Organisation www.unwto.org 2

Connecting Countries Cultures & Peoples Dr Rajiha Abdul Ameer Ali Minister of Tourism Tourism - Celebrating Diversity has been chosen by the United Nations World Tourism Organisation (UNWTO) as the theme for this year's World Tourism Day. The Sultanate of Oman has good reason to welcome this inspirational theme, highlighting as it does the importance of tourism not only in building international relations but also in developing sustainable destinations and connecting peoples, cultures and communities. The travel and tourism economy generated over 238 million jobs worldwide and contributed to 9.9% of global GDP in 2008, and this is expected to rise to more than 296 million and 10.5% respectively by 2018. These impressive figures demonstrate not only the scale and reach of travel and tourism, but also its sustained resilience in the face of multiple, and growing, challenges worldwide. For its part, the Ministry of Tourism is delighted to join or lead government delegations aimed at building international relations. We have pioneered over 12 bilateral agreements or memoranda on tourism relations, the most recent being in early 2009 when I led a mission to The Republic of Iran that resulted in a Memorandum of Understanding on tourism cooperation. Also, in the summer of 2009, as Guest of Honour Country at the acclaimed Fêtes de Genève in Switzerland, Oman had the exciting opportunity of introducing itself to potential investors and visitors. 3

The coming year will see Omani tourism and its associated activities becoming even more prominent in the international arena. Some highlights include:! Oman Air's transformation from a regional to an international flag carrier. Oman Air will provide non-stop connections to an increasing number of destinations in Europe and Asia. This expanded connectivity will directly benefit Oman's business and tourism sectors, as well as increase the range and diversity of markets available to Oman's tourism industry - an exciting opportunity for us all.! The 40th National Day This will be a time of great celebration, but it will also be a time to consider the challenges that lie ahead for our industry so that the benefits of tourism can be fully realised.! The Second Asian Beach Games. Through hosting this major sports event, recognised by the Olympic Committee, Oman will be introduced to a global audience across multiple channels. Needless to say, we are all working to make this event a major success. The World Tourism Day theme also encourages us to celebrate the splendid diversity that is Oman - whether that is its physical beauty, rich cultural history or its extraordinary environmental 4

The National Tourism Day theme encourages us to celebrate the splendid diversity that is Oman credentials - which together form the foundation for a robust tourism industry centred around a world-class destination. The Ministry of Tourism has produced this booklet to showcase the valuable role diversity plays in Oman's tourism sector. It includes case studies that illustrate the contributions already being made as well as looking at activities in the coming year. Deriving enormous strength from the diversity of its many and rich components, I am confident that Oman has the necessary elements to succeed in today s ever more competitive travel and tourism market. 5

Tourism Celebrating Diversity Taleb Rifai Secretary-General World Tourism Organization World Tourism Day (WTD) will commemorate its 30th anniversary this year. The celebration will be hosted by one of our first Member States, Ghana, under the theme: Tourism - Celebrating Diversity. Diversity is one of the driving forces behind tourism and can allow all nations to share the numerous benefits brought about by building stronger ties with other countries. As such, tourism is an undisputed catalyst for building understanding, fostering social inclusion and promoting higher standards of living. This type of unity and collaboration is increasingly important as the world comes together to face climate change and ensure sustainable development, particularly in the context of the current economic crisis. These worldwide partnerships allow for a more effective and global response to issues which concern us all. 6

Globalization must be understood as a means to improve economic collaboration and international understanding, but not at the cost of diluting the rich cultural diversity present in our world; in this respect, travel and tourism can, and must, play a key role. Tourism shares the social responsibility of promoting the positive aspects of globalization and as such must direct these global networks towards balanced and sustainable development. It is against this background that over the years WTD has become a renowned event that has successfully addressed key, tourism related global socio-economic, cultural and political issues. I am very pleased to be celebrating this year's World Tourism Day in a continent as diverse as Africa, which has known how to valorize this diversity through tourism and which looks forward to achieving much in the way of sustainable tourism development. UNWTO would like to thank Ghana for hosting this important event. We all look forward to celebrating World Tourism Day with you! Taleb Rifai Secretary-General a.i. World Tourism Organization (UNWTO) Tourism is an undisputed catalyst for building understanding, fostering social inclusion and promoting higher standards of living 7

Opportunities Beckon Mohammed Hamood Al Tobi Under Secretary Ministry of Tourism I particularly welcome this year's World Tourism Day theme because diversity underlies capacity, resilience and growth. Our industry has, without doubt, shown remarkable growth in recent years resulting in the emergence of exciting new opportunities - opportunities that will positively influence our industry. Domestic Tourism Oman's strong economic stability is stimulating local demand for family and leisure travel. Indeed, this activity is creating jobs nationwide and catering for this demand will lead to greater investment in a range of visitor facilities and services which will benefit communities right across the sultanate. More Small to Medium-Sized Investors In response to growing domestic tourism opportunities, in part spurred by improvements in road, ferry and air access, we can expect to see a significant rise in the number of small to medium-sized investors entering the tourism sector. The great advantage of tourism developments is that they can be staged in proportion to available funds thereby reducing barriers to entry. This Ministry welcomes far higher levels of private investment in the sector. Improved Market Connectivity By the end of 2010, Oman Air's transformation from a regional to an international flag carrier will give non-stop access to all major GCC cities as well as the United Kingdom, France, Germany, Denmark, Sri Lanka and Malaysia, with more destinations 8

planned. This will transform Muscat into a gateway to the Gulf giving business travellers the opportunity of taking stop-overs in Oman; clearly something that will benefit the entire tourism industry. The Ministry is also interested in entering the promising new Asian tourism markets and I strongly encourage tourism businesses to review their strategies to see how they can play a greater role in these areas. Greater Industry Collaboration & Coordination January's launch of Oman's brand mark highlighted the importance of consistent brand marketing and the value of government and private sector collaboration. We all know that brands are part of every day life, so too is it vital that Oman's brand values and attributes are showcased and reflected in our tourism marketing. Over time, a consistent approach to brand marketing will help attract business and tourists. I am very pleased that from 2010 the Ministry's marketing will fully embrace the new brand across all media platforms. Value of Tourism I welcome the increasing understanding of the value of tourism not only in the business sector but in communities across the sultanate. This is reflected in the growing demand for tourism and hospitality courses, greater investment in staff, activities and events by businesses and government. This greater understanding of our industry and all that it offers will exert a positive influence on tourism in the sultanate, and as a consequence will attract greater numbers of visitors and increased levels of inward investment producing an industry of which we can be justifiably proud. 9

Celebrating Diversity Tourism Strategies Diversity has enormous significance for tourism whether it is local, regional or international.! Global tourism is made possible by countries working together, with each fostering and promoting its distinct cultures and environments. Unlike many other economic activities, travel and tourism occurs in most countries, with research suggesting it accounts for 9.9% of global GDP and 8% of global employment. The extent to which these activities can continue to grow depends on business and capacity skills on an international scale, with respective country destinations playing a key role in developing sustainable and distinct industries.! Country tourism strategies and programmes (and country groups in some cases) utilise diversity principles to form sustainable industries that promote their cultural and natural attributes. It is rare that a regional destination can evolve into a mature year-round destination without a diversity of visitor experiences. Likewise, it is unlikely that a national tourism programme can generate significant benefits without a range of supporting elements working in a co-ordinated way.! Different regions create and develop sustainable attractions and events, based on local attributes and skills, often directly contributing to the preservation of traditional ways of life and providing long-term employment.! Diversity principles underlie and guide the management strategies of many stand-alone tourism precincts, experiences and businesses providing them with a distinct competitive edge. For example, supply chains with multiple 10

lines are less vulnerable to disruption and allow businesses to offer a greater range of products and services. Without doubt, tourism businesses are growing in complexity with diversity playing an increasingly significant role in their empowerment. For example, the staff profiles and requirements of today s hotels vary greatly from those of just a decade ago. They now employ customer managers, information and technology technicians, gym and fitness trainers, beauticians, tour guides and marketing staff. With these examples in mind, the following illustration highlights the diverse elements and interactions that underlie national and regional tourism strategies. Culture & Heritage Experiences & Events Suppliers & Operators Environment & Regions Tourism Diversity Attractions & Accommodation Markets & Segments Skills & Training Technology & Innovation 11

Experiences & Events Experiences National, regional & local events, tours, nature, adventure, soft nature, culture, business, meetings, beaches & play. Events Community festivals, regional & national events, cultural, heritage, sports, meetings, exhibitions, pre & post-events. Suppliers & Operators Suppliers Transport (airlines, buses, cars, off-road, cruise ships & ferries), creative, marketing & media buying & agents. Operators Consolidators, wholesale & retail agents, destination management companies & tour operators. Attractions & Accommodation Attractions Heritage, cultural, precincts, parks, recreation, major events, theme parks, entertainment, spas & therapy. Accommodation Hotels, resorts, apartments, B&Bs, camping, low eco-camps, hostels, caravans & motor homes. Technology & Innovation Technology Communications & Information technology, digital systems & marketing, visitor monitoring, business systems, virtual platforms, on line. 12

Skills & Training Skills Skill base, standards, accreditation & recognition. Training Tertiary, hospitality, mentoring, industry development. Markets & Segments Markets Local, domestic, international, inbound, outbound, awareness, tactical & brand marketing. Segments Leisure, independent, group, MICE, special interest. Environment & Regions Environment Natural values, diversity, management, impact, carrying capacity, catchment impacts, intact systems, co-existence. Regions Environments, landscapes, product regions, markets, attractions, community, interpretation, distinct experiences. Culture & Heritage Culture National, regional, local customs, events, tradition, place. Heritage Iconic sites, precincts, buildings, landscapes, celebrations. 13

Regional Diversity & Visitor Experience Visitor experience is a key factor in holiday choice and a central theme for tourism promotions, with tactical marketing aimed at particular consumer segments, for example, family and beach holidays, cultural and educational exchanges, business travel, family visits, shopping trips and culinary exploration. A region s natural attributes and activities underpin tourism strategies and differentiate it from competition. These are known as 'differentiated strategies' and the rich diversity of Oman s landscape and its distinct year-round visitor experiences are an excellent example of this. The diagram below highlights the diverse experiences the sultanate s tourism regions offer. Musandam Muscat Al Batinah Al Dhahirah Diverse Visitor Experiences Al Sharqiyah Al Dhakhiliyah Al Wusta Dhofar 14

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Musandam Deep and narrow bays, coastal cliffs, whales and dolphins, fishing villages, traditional dhows, Khashab Fort and museum, snorkelling, scuba diving, blue water fishing. Al Batinah Sohar, the home of Sinbad, heritage forts and castles, souqs, spa resorts, date plantations, traditional camel and horse events, Hajar Mountains and villages, coastal wadis, thermal pools, Al Rustaq, Hashem and Al Nakhal Castles. Al Sharqiyah High mountains, golden beaches, Ras Al Jinz Turtle Reserve, archeological sites, Sharqiyah's sand desert and oases, Bedouin camps, camel trains, Masirah Island. Dhofar Spectacular coastal landscapes, fishing villages, surf beaches, off-shore islands, Summer Festival, frankincense trees, archeological museum and sites, souqs, traditional camel and horse events, forts, castles and caves. 16

Al Wusta Oryx sanctuary, desert landscapes and camps, open beaches, turtle habitats, traditional fishing villages, coastal cliffs, traditional crafts, modern day oil and gas industries. Al Dhakhiliyah Unforgettable mountain landscapes, villages, forts and castles. Traditional villages, traditional foods, souqs, mountain and desert resorts, wadis and 4WD, space to think. Al Dhahirah World Heritage cultural sites, ancient forts and castles, wadis and fossil rich geology, souqs and traditional crafts, traditional villages and gardens, desert oases, traditional horse and camel events. Muscat World-class precincts, Palace area, Muttrah and Souq precinct, Grand Mosque, hotels and resorts, coastal villages, scuba diving and snorkelling, water sports, cultural festivals and events. 17

Case Studies Diversity in Tourism The following case studies give an exciting glimpse of the role diversity plays in shaping Oman's tourism industry, as well as the contributions being made by many agencies.! Diversity The Heart of Oman's Marketing Strategy Salem Al Mamari Director General Tourism Promotions Ministry of Tourism! Brand Oman Celebrating Diversity Azzan Al Busaidi Brand Oman Management Unit! Next Generation Destinations Wael Al Lawati Chief Executive OMRAN! Tradition and Nature Ghashi Humaid Al Hashmi Director General Tourism Development for Historical Sites & Products Ministry of Tourism! The Khareef Festival Khalid Musalam Al Rawas Director Dhofar Region Ministry of Tourism 18

! Musandam Diversity on Show Ahmed Abdullah Al Flati Director Musandam Region Ministry of Tourism! Game On The Second Asian Beach Games Mubarak Hill Marketing and Administration Specialist Muscat Asian Games Organising Committee! Biodiversity A Natural Attraction Dareen Mehdi Environmental Education Specialist Oman Botanic Garden! Connecting Cultures Oman Women s Association 19

Diversity The Heart of Oman s Marketing Strategy Salem Al Mamari Director General Tourism Promotions Ministry of Tourism If I were asked what the greatest challenge for a national tourism programme was, my answer would be the ability to develop deep and sustainable source markets while, at the same time, having the ability to capitalise on short-term opportunities. If both are possible, the programme should have a diverse portfolio of source markets to better withstand the uncertainties of global markets. Also it could use its marketing resources to target consumer segments to maximise the benefits to national and regional economies. This is a challenge faced by all national tourism programmes. Let me say something about what Oman's Ministry of Tourism is doing to diversify the portfolio of source markets to better position Oman as a globally competitive destination. Since the start of Oman's tourism industry in the early 1990s, Oman has worked to develop the GCC - especially the UAE - British, German, French, Dutch and Australian markets for responsible tourists. Annual arrivals to Oman have grown at double digit rates to a point where in 2008, total international arrivals approximate to Oman's population. Few countries have achieved these growth rates while showcasing culture, heritage, nature and adventure. While this is a welcome outcome, our investigations indicate that Oman can be even better positioned by developing awareness and travel promotions in Europe and Asia, with 20

targeted marketing campaigns to attract high yielding segments. This approach will also help manage growth and avoid the drawbacks of mass tourism. Oman Air's transition from a regional to international flag carrier will see a historic increase in the number of markets that can be accessed non-stop. The Ministry will work with the airline to market launch services to France, Germany, Sri Lanka and Malaysia, and increase arrivals from India. We will also consider co-operative marketing with selected airlines to leverage marketing activities in key markets. The aim is to reposition Oman as a gateway to the Gulf, giving travellers the opportunity to holiday here or take a short break at the start or end of a business visit to the region. Hosting the Second Asian Beach Games in 2010 gives Oman the opportunity to develop sports tourism. Moreover, the construction of a leading integrated convention and exhibition centre will accelerate the growth of meetings, incentives, conventions and exhibitions (MICE) tourism. Business tourism is the second highest yielding segment behind premium travel and the exposure brought by global events such as the Asian Beach Games will place Oman in the international spotlight. Clearly, diversity counts. It is a key factor in our marketing strategy, campaigns and success. 21

Brand Oman Celebrating Diversity Azzan Al Busaidi BOMU Brands are powerful tools - people, communities and the corporate world all identify with, and are motivated by brands. Countries are no different, and Oman has unique attributes, qualities and ambitions which are worthy of showcasing to the world. In January 2009, Oman launched its brand mark, a collaborative outcome between government, the private sector, regional and community groups which was managed by the Brand Oman Management Unit (BOMU). The process of brand development was a period of remarkable introspection, but with it came acceptance that the brand strategy symbolised the convergence of the many threads that form Oman's identity. The project identified and defined the values that exemplify Oman. How does the world view Oman? And what are the key directions for economic and social growth? Moreover, it was realised that the brand provided coherence and leverage for the existing marketing of Oman's key economic sectors. Indeed, a coordinated brand strategy will reinforce Oman's identity and presence in an increasingly cluttered global market place. Our brand mark celebrates diversity and takes its inspiration from amongst other things, Arabic calligraphy; marine environment; local textiles; our magnificent landscape; the sultanate's historic leadership in trade and pioneering role in exploration; and of course frankincense, which has been at the core of our culture and economy for generations. To be more specific and looking at the brand mark from right to left - the purple represents the traditional Omani dhow; the marine green symbolises the turtle and rich marine life of the sultanate; and the silhouettes of our fabulous mountains appear 22

in light blue. Finally, frankincense, a central part of Oman s cultural heritage, is represented in light green. Our brand implementation strategy includes the active involvement of key government and private sector agencies, with tourism a priority - its strategic focus on showcasing Oman as a quality destination offering a truly authentic visitor experience plays a pivotal role in supporting the national brand and its messages: business tourism is an opportunity to attract further inward investment and create employment; cultural and special interest tourism are also opportunities for the sultanate to showcase its rich heritage, traditions and people. Plainly, coherent nation branding empowers the tourism sector and a successful tourism sector reinforces the national brand. The brand strategy symbolised the convergence of the many threads that form Oman s identity 23

Next Generation Destinations Wael Al Lawati Chief Executive OMRAN The next five years will see an historic boost to Oman's tourism assets - assets that will drive the continued growth of the industry. New airports, roads, ferry services, along with Oman Air's international expansion and new tourism precincts will undoubtedly improve the supply-side of the sultanate s tourism sector. OMRAN was established in 2005 to manage the government's tourism projects and, as Chief Executive, I am excited by the challenges that lie ahead. We are busy with a diverse portfolio of major projects ranging from the Asain Beach Games - Muscat 2010, Sports City and the Oman Convention and Exhibition Centre to several hotel resorts across the country and joint ventures with notable international investors. Through the adoption of best practice operating principles and by learning from the success of others, we can make Oman a more attractive destination and generate sustainable employment across the country. However, tomorrow s visitors will differ from today s and a clear understanding of their values and aspirations is critical to our success. Ignoring the diversity of visitors wants and needs, and creating more of the same buildings and precincts will add little or no value to Oman's tourism competitiveness. Proactivity is crucial and it is with this in mind that I would like to outline our approach to the next generation challenge.! Market Based: Our approach is to ensure that projects are as market-based as possible, so they have market presence and appeal. Also, the alignment of national tourism marketing and infrastructure strategies will amplify Oman's 24

unique value proposition globally and attract investors. Additionally, we are creating products suited to the needs of the domestic tourist.! Smart & Sustainable: These are key values for next generation travellers, and they need to be present in every aspect of our business. Next generation visitors will want to explore remote areas in ways that minimise impact and in co-existence with communities.! Yield & Quality: A focus on quality will maximise yield rather than volume and will give higher economic returns, reducing the risk of negative impact on both nature and cultural values.! True to Brand: Quality built environments showcase cultural values; this is a key element in our approach and involves Omanis managing properties and playing host. This is a major opportunity for all communities and a significant point-of-difference regionally and internationally.! Product Range: Next generation visitors will be more informed and brand savvy. They will make decisions on holiday destinations based on value propositions, so it is imperative that our portfolio of properties offers choice not just in accommodation but across and within product ranges. With these elements in mind, Oman's diverse tourism destinations can be admired by Omanis and visitors alike. 25

Tradition & Nature Ghashi Humaid Al Hashmi Director General Historical Sites & Products Ministry of Tourism Oman's forts, villages and natural attractions are national icons. They are valued by Omanis and visitors alike because they reflect and embody rich history and traditions, providing an exceptional visitor experience. From cultural, heritage and nature based tourism perspectives there is much to be gained from protecting these assets, so let me say a few words about the Ministry's current activities in these areas.! Forts and Villages: Our team of specialists is overseeing the development of forts and other historic sites, and is completing studies on the adaptive reuse of these properties as major tourism attractions in ways that ensure their heritage values are safeguarded. The community and tourism benefits of this work are significant, and through leading community consultation the Ministry of Tourism is at the front-line of educating and working with local communities.! Cave and Geological Tourism: Oman's mountain ranges host some of the largest and most interesting cave systems and significant landform features in the world. Using experience gained with the commissioning of Al Hoota Cave, the Ministry is now completing studies aimed at introducing other cave and geological features into Oman's portfolio of tourism attractions. Using guidelines for environmentally friendly tourism, such developments will conserve our natural heritage and make it available to a wider range of adventure seekers. By any measure, 26

these attractions are expected to become significant aspects of the visitor experience. Last quarter saw the opening of improved interpretation at Taqah Castle, adding to the range of historical attractions in the Dhofar region. In the north, Jabreen Castle's development is nearing completion, and Bayt ar Ridaydah Castle at Birkat Al Mawz - the gateway to Al Jabal Al Akhdar - will soon open with an impressive firearms collection, craft centre, cafe and gift shop. Studies have started on the development of Muttrah Fort. This is an exciting project that will contribute to making the area between Muscat Palace and Muttrah Corniche Souq a worldclass tourism precinct. The Fort will reinvigorate Muttrah Souq and provide greater opportunity to showcase our unique traditions and identity. These activities demonstrate that tradition and nature have direct benefits to local communities and add much to the diversity and quality of Oman's tourism industry. Tourism is at the frontline of educating and working with local communities 27

The Khareef Festival Khalid Musalam Al Rawas Director Dhofar Region Ministry of Tourism The Khareef Season, from late June to late September, is a cornerstone of Oman's tourism calendar. Large numbers of visitors travel to Dhofar - The Land of All Seasons - to admire its landscape and waterfalls, cool moist seasonal weather and cultural richness. Visitors spend their days touring the lush green countryside, shopping in traditional souqs and enjoying a rich cultural programme. Oman's southern region comprises the coastal plains along the Northern Indian Ocean, mountain ranges and open inland expanses of mountains and sandy deserts. The coastal areas enjoy rain year-round, but the summer monsoon season sees a rise in rainfall and associated mist forms along the coastal ranges. The coastal and mountain areas are spectacularly transformed, challenging traditional perceptions of Arabia. The significance of the Khareef Season and Festival is that it is a wonderful and powerful expression of the best of Oman. It involves a significant investment by local people and communities who take pride in organising cultural events and performances that showcase traditional music and dances set within the grounds of historic buildings and precincts. The Festival is also a bridge to the world attracting families from across the Middle East. We see this as a valuable opportunity to project Oman, and Dhofar in particular, positively to our visitors. Finally, the Festival makes a major contribution to employment. In 2008, it generated 450,000 visitor days and more than RO66 million for the local economy. This economic boost is far reaching. It supports traditional industries and activities like 28

frankincense harvesting, camel herding, retail, airline and car hire, hotel and event staff. So many people benefit. The Khareef Season and Festival have helped improve the understanding of the value of tourism, as well as project Oman s cultural values and diversity. Indeed, we look forward to welcoming you to the Salalah and the Festival. The Khareef Festival is a wonderful and powerful expression of the best of Oman 29

Musandam Diversity on Show Ahmed Abdullah Al Flati Director Musandam Region Ministry of Tourism As the Director of Tourism for Musandam, I always welcome the opportunity to talk about the region - as it gives me a chance to share Musandam s truly unique and special offer with a wider audience. The Musandam Peninsula is Oman's northern-most Governate - a spectacular mountain landscape projecting steep gorges northwards into the Gulf of Oman - it is a dramatic landscape. The deep sheltered bays with their clear water are home to coral reefs, a rich marine life that includes dolphins and giant turtles. The coastline is mostly wild with a few traditional fishing villages. Khasab is the only city and tourist hub. Musandam is a comfortable drive from the United Arab Emirates (UAE), while Oman Air and fast ferry services operate between Khasab and Muscat. With the UAE's major cities within easy driving it is not surprising that our market positioning to date has been as a short-break destination, but things are changing as accommodation capacity and transport access improves, and more tour companies enter the market, especially in adventure tourism. The combination of these factors is resulting in greater visibility, especially as regards awareness of the concentration of cultural, nature and adventure tourism experiences. A major catalyst for this was the opening of the Six Senses Resort and Spa at Zighy Bay in 2008 which has attracted attention worldwide. 30

We are now giving greater attention to responsible and sustainable tourism so that our diversity is safeguarded Looking ahead, the imminent introduction of fast passenger/car transport services between Khasab and Muscat will make Musandam a must see element of any Arabian road tour. Khasab will no longer be an end-of-line destination, instead becoming an exciting departure point to Shinas and Muscat. Increased visitor demand is welcome but we are now giving greater attention to responsible and sustainable tourism so that our diversity is safeguarded. We believe this emphasis will attract visitors with values similar to our own. 31

Game On The Second Asian Beach Games Mubarak Hill Muscat Asian Beach Games Organising Committee In early 2009 Oman hosted and won the 19th Gulf Football Cup, and the sultanate erupted in celebration. The victory has set the stage for Oman's next big challenge - hosting the Second Asian Beach Games in December 2010. The Asian Beach Games is a multi-sport event sanctioned by the Olympic Council of Asia, which encourages youth to participate in sport and celebrate the varied cultures found across the continent. It works to uplift national pride and create a festival of cooperation and camaraderie. Oman will welcome 5,000 athletes and officials from 45 Asian countries to compete in 11 sports that include: beach football, handball, volleyball, sepaktakraw, kabaddi as well as jet skiing, sailing, open water swimming, triathlon, body building and woodball. Over 500 international media are expected to be in attendance Their coverage will promote Oman as an exciting sporting, leisure and eco-tourism destination. Oman's Ministry of Sports Affairs has lead responsibility for the Games and is collaborating with the Ministry of Tourism and OMRAN. OMRAN is contracted to develop the 1,000,000m2 Al Musannah Sports City - a purpose built facility for the Games which is scheduled to be completed in June 2010. Located 70 kilometres from Muscat, the Sports City will feature Olympicstandard facilities, an Athletes' Village, main press centre and international broadcasting centre, a four-star hotel, a 400-berth marina and a range of restaurants and retail facilities. 32

The priority the Government is giving to the Games demonstrates its commitment to increase engagement with the rest of Asia and its readiness to step onto the world stage as a global sporting and tourism destination. The Muscat Asian Beach Games Organising Committee welcomes Omanis and expatriate residents to participate in the Games as spectators and volunteers. Additionally, Muscat 2010 will engage the public through numerous community relations programmes. The social and economic benefits of the Games will be many and varied with environmental stewardship at their heart. They will include infrastructure development and increased employment opportunities as well as the chance to participate in a range of sports and associated activities. In brief, the Games will leave an enduring national and international legacy - one that will enhance the sultanate s reputation as a sports and eco-tourism destination, thereby creating new and exciting economic opportunities. Developing all aspects of sports is high on the Government's agenda. Indeed, with the Class A facilities that are being built in Al Musannah and across the sultanate, Oman will be well placed to develop a calendar of events that will appeal to the regional and international sporting community thereby enabling us to fulfil the Government s vision for sport. 33

Biodiversity A Natural Attraction Dareen Mehdi Oman Botanic Garden With a combination of nature and technology - using cuttingedge techniques to grow plants and minimise environmental impact - Oman Botanic Garden (OBG) is a superb next generation educational tourism attraction. Backed by a skilled team of Omani staff, OBG aims to work with visitors to conserve native plants and Oman's natural heritage, engaging and inspiring them to value and protect these unique resources. Covering 420 hectares, and scheduled to open within the next few years, the garden is run by the Office for Conservation of the Environment under the Diwan of Royal Court. Phase I, the project's 10,000m2 high-tech nursery facility, was launched in December 2008 and already houses 65,000 plants of 340 species; the world's largest documented collection of Arabian plants. Phase II comprises of a visitor orientation centre with ticketing, café, shops and exhibition areas. A research facility and field studies centre is also under construction. Work on the Garden's inspiring heritage village, designed to engage visitors' senses with a series of workshops and hands-on activity spaces has already commenced. The heritage village aims to encourage exploration of the culture connected with local plant use and cultivation. Not only will OBG be the largest botanic garden in the region, but it will be the first to display the entire flora of a country, with all 1,200 species on show in one place. Plants will be displayed in natural-looking habitats, specially landscaped to resemble the areas where they grow wild. More delicate species that will not thrive in Muscat's conditions will be housed inside two biome complexes. The 'southern' biome's three buildings will house the plants of Dhofar, and replicate all the seasons of the year, including the misty and damp Khareef, or monsoon. As visitors 34

walk through the southern biome they will experience the full range of seasonal changes - another world first for botanic gardens. The 'northern' biome will display the wild plants and agricultural crops of Oman's dramatic mountain habitats. These ambitious facilities are made possible through the use of state-of-the-art climate control systems that monitor and adjust humidity and temperature to suit the plants inside, regardless of the weather conditions outside. OBG's core messages, to encourage and enable visitors to think and act in an environmentally responsible manner, will also be reflected throughout the Garden's design, construction and operation. The main buildings of Phase II have been entered for LEED (Leadership in Energy and Environmental Design) certification from the US Green Building Council. The Garden will be the first Omani project to obtain this certification. By combining nature and technology the OBG will showcase Oman's extraordinary environmental and cultural diversity and provide domestic, regional and international visitors with an outstanding experience. 35

Connecting Cultures Oman Women s Association Formed in the 1970s, connecting people, communities and cultures has been a central theme of the Oman Women's Association (OWA). The OWA has played an important role in fostering women's interests across a wide range of social and community issues, with many spin off benefits for cultural tourism. For example, the Association has been at the forefront of encouraging the development of handicrafts as both a cultural and commercial activity. Indeed, the Association has found that traditional Omani clothing and textiles are highly popular with domestic, regional and international visitors. This trend has stimulated the growth of local artisan and handicraft businesses, which in turn have generated employment opportunities for Omanis in both urban and rural areas. Moreover, this important growth has contributed to the preservation of ancient skills and made them relevant to the twenty-first century. In fact, they now play a significant role in the tourism experience of many visitors to the sultanate. This important growth has contributed to the preservation of ancient skills and made them relevant to the twenty-first century 36

References Oman Air www.omanair.aero Oman Airports Management Company www.omanairports.com Oman Botanic Garden www.oman-botanic-garden.org Brand Oman Management Unit www.brandoman.om Oman Ministry of Tourism Corporate www.mot.gov.om Australia & United Kingdom www.omantourism.gov.om Germany www.omantourism.eu France www.omantourisme.com Belgium & Netherlands www.visitoman.be www.visitoman.nl OMRAN www.omran.om Oman National Ferry Company www.nfcoman.com Second Asian Beach Games, Muscat 2010 www.muscat2010.org.om United Nations World Economic Forum www.wef.org United Nations World Tourism Organisation www.unwto.org 38