Visit Oman hosted a high-level Roundtable at ITB Berlin, organised by the Global Travel and Tourism Resilience Council, to advance sustainable tourism.

 

The event brought together global travel industry leaders to discuss sustainability strategies, case studies, and best practices. Oman's Ambassador to Germany, Maitha Saif Al Mahrouqi, attended as the Guest of Honor.

 

The exclusive event welcomed senior executives from Trip.com, Sabre, Travelzoo, Mastercard, ICF, and MMGY, representing some of the most influential travel and tourism companies across Germany, France, China, the Middle East, the US, and the UK. 

 

The discussions focused on practical methodologies for integrating sustainability into destination management, travel technology, and tourism investment, while Oman shed light on the National Priorities of Oman Vision 2040 related to sustainability, the initiatives carried out to achieve Oman’s National Strategy for an Orderly Transition to Net Zero, Oman’s first net zero energy city by 2025 (The Sustainable City Yiti), and local communities as a crucial component of sustainable tourism.    

 

Dr Hashil Al Mahrouqi, Chief Executive Officer of OMRAN Group, commented on the company’s ESG Framework: “Sustainability is a core pillar of our tourism development strategy, driving economic growth while preserving Oman’s natural and cultural heritage. Through our ESG framework, we integrate responsible tourism principles to minimise environmental impact, empower local communities, and enhance governance, ensuring long-term resilience. As a key enabler of Oman Vision 2040, we are committed to fostering a sustainable tourism ecosystem that aligns with global best practices."

 

Shabib Al Maamari, Managing Director of Visit Oman, stated: “Our collaboration with the Resilience Council offers us an excellent opportunity to engage with and learn from global sustainability leaders in the sector, ensuring Oman remains at the forefront of responsible tourism. Recognising that over 80% of travelers prioritise sustainable travel and seek authentic, eco-conscious experiences, our strategic focus is on accelerating the accessibility of Omani tourism offerings through digital distribution. By closely collaborating with our local partners, we are actively adapting our strategies to not only meet, but exceed, these evolving traveler expectations.”

 

Facilitated by the Resilience Council, the discussion provided a platform for executive leaders to engage directly with global travel companies that shape consumer behavior in key source markets.  Laurie Myers, Global Strategist for the Resilience Council, emphasised the importance of fostering industry dialogue, “Destinations that engage in meaningful conversations with their source markets are best positioned to align with evolving sustainability expectations. This Roundtable brought together both sides of the equation, Oman’s leadership and global travel brands to develop collaborations, and practical solutions that benefit both industry and environment.”

 

The Roundtable event coincides with the announcement of the Resilience Council’s strengthened 2025 international Executive Leaders network. OMRAN Group, under the leadership of Dr Hashil Al Mahrouqi, has joined the council's ‘Global’ division.

 

Additionally, Visit Oman, led by Shabib Al Maamari, will serve as the ‘Middle East & North Africa’ representative -TradeArabia News Service