he Sultanate of Oman’s presence at ITB Berlin 2024 will be themed “Beauty Has An Address”. The opening press conference and opening ceremony on 4 March will mark the start of the host country’s major presence.

“Beauty Has An Address” – under this slogan, the Ministry of Heritage and Tourism of Oman will be presenting the country’s touristic and cultural diversity at the World’s Leading Travel Trade Show ITB Berlin from 5 to 7 March 2024. The country in the southeast of the Arabian Peninsula boasts an impressive history spanning 5,000 years and is known for its many different attractions. In addition to a major trade show presence, the programme includes numerous events and activities.

Official opening press conference and opening ceremony on 4 March

H.E. Salim bin Mohammed Al Mahrouqi, Minister of Heritage & Tourism of the Sultanate of Oman, will be heading the delegation from Oman to ITB Berlin. The official opening press conference with His Excellency Azzan bin Qassim Al Busaidi, Undersecretary of the Ministry of Heritage and Tourism for Tourism, will be held on 4 March, at 10 a.m. in the CityCube Berlin, followed by the opening ceremony at 6 p.m. in the CityCube Berlin.

The latter is marked by the theme “Beauty has an address”. As part of the impressive official opening ceremony of ITB Berlin on the evening of 4 March, the beauty of the Sultanate of Oman with its diverse nature, traditions and cultural heritage will be presented to the audience. Under the title “Vision 2024”, the Sultanate of Oman will present new horizons, the sustainable tourism development as well as the country’s global positioning. Performances by Omani singers and folklore bands, accompanied by the Royal Oman Symphony Orchestra, will round off the programme. Following the opening ceremony, at 8 p.m., the host country will hold a reception event in the CityCube Berlin showcasing culinary delicacies from the Sultanate of Oman.

Diverse presence and informative panel discussions

The Sultanate of Oman will have a strong presence on all three days of the show, with a stand of around 800 square metres in Hall 2.2, stand 201, and in Hall 4.1, stand 200. Visitors will be able to experience Omani Culinary Arts at stand 205.

The official opening tour of ITB Berlin traditionally takes place on the morning of the first day of the show, 5 March, at the host country’s stand in Hall 2.2 with a ribbon cutting ceremony attended by the Minister of Heritage and Tourism of Oman, the Governing Mayor of Berlin, the Secretary-General of UN Tourism and the CEO of Messe Berlin.

The host country will also have a presence in the Youth Travel and Economy Accommodation and Adventure Travel and Responsible Tourism segments in Hall 4.1. On the first day of the show, a panel discussion on “How do we achieve NetZero in tourism?” will take place on the Lighthouse Stage at 12.45 p.m., featuring Oman’s Minister of Heritage and Tourism, H.E. Salim bin Mohammed Al Mahrouqi. In the afternoon at 14:30 p.m., the panel discussion “Omani Adventure Tourism – Experience the Journey of Discovery and Self-Actualisation” will take place with the participation of Destination Management Companies (DMCs) from Oman. This will be an opportunity for the industry to learn more about adventure tourism in Oman.

ITB MICE Night 2024 and ITB Blogger Base presented by the Sultanate of Oman and classical music and folklore at the Berlin Philharmonie

This year the Sultanate of Oman will be the partner of the official ITB MICE NIGHT on the evening of Tuesday 5 March at NIO House Berlin. The evening programme of the official event for the meetings and events industry promises a wealth of inspiration and innovation on trends in the MICE industry, networking and culinary delights from the host country of Oman. Doors open at 7 p.m. (by invitation only).

The host country will also be the focus of the ITB Blogger Base in Hall 8.2, which invites bloggers to an exclusive get-together on ITB Wednesday, 6 March at 3 p.m.. During the event, bloggers will have the opportunity to experience Omani hospitality over traditional coffee and dates, learn about the Sultanate in a presentation, win exciting prizes in a raffle and network with Omani partners.

Alongside a strong presence in the exhibition halls, the oriental hospitality of the Sultanate of Oman can also be experienced outside the exhibition grounds: On Wednesday evening, 6 March, the Royal Oman Symphony Orchestra invites the Berlin public to a concert at the Philharmonie Berlin at 8 p.m.. Under the direction of Hamdan Al Shuaili, the musical ambassadors of the Sultanate will not only perform in their national robes, but also offer a dynamic balancing act between classical music and works typical of the country. Tickets can be purchased at www.ticketmaster.de/event/530487.

Participation in the ITB Berlin Convention and event on the Hybrid Stage

Trade visitors to the World’s Leading Travel Trade Show can look forward to further events organised by this year’s host country. As part of the ITB Berlin Convention, H.E. Salim Al Mahrouqi will open the Destination Track on the Blue Stage in Hall 7.1 on Wednesday 6 March at 10.40 a.m.. This will be followed by a panel discussion on “Re-Defining Visitor Experience: It is all About Authenticity’.

The Sultanate of Oman invites you to the panel discussion “The Role of Gastronomy in Community Empowerment: Lessons from Oman” on Thursday 7 March at 10.30 a.m. on the Hybrid Stage in Hall 5.3. Oman will highlight the role of its gastronomy in empowering locals through the tourism industry and share practical experiences.

Further information on Oman, the official host country of ITB Berlin 2024, is available in the official ITB Newsroom.

Online accreditation for press representatives and bloggers
You can register here to obtain online accreditation. After your application has been processed and approved you will receive an email with a PDF containing your accreditation and press badge along with a personal QR code for admission. Please display this QR code at the entrance to the event. Your ticket is non-transferable.

About ITB Berlin and the ITB Berlin Convention
ITB Berlin 2024 will take place from Tuesday, 5 to Thursday, 7 March. Since 1966, ITB Berlin has been the World’s Leading Travel Trade Show. As in previous years, the internationally acclaimed ITB Berlin Convention will take place parallel with the show as a live event on the Berlin Exhibition Grounds. Under the heading „Pioneer the Transition in Travel & Tourism. Together.“, leading speakers from business, science and politics will discuss the industry’s current and future challenges on 4 stages with a total of 17 themed tracks and more than 24,000 attendees.

Additional information is available at www.itb.com and from the ITB Newsroom & Social Media.