ITB Berlin 2024 | Oman’s Cultural Tapestry

Objective

Oman was the official host country for ITB 2024. The objective was to present the nation as a leading cultural and tourism destination by showcasing its heritage, strengthening its global brand, and building new pathways for tourism and investment partnerships.

Strategy

We shaped a complete cultural experience that began with the event theme and extended through every touchpoint. The stage design, sound, lighting, and full show direction were crafted to create a seamless narrative that reflected the spirit of Oman. More than two hundred and fifty contributors came together to bring this vision to life. The Royal Oman Symphony Orchestra, traditional dance ensembles, and renowned folk artists embodied the richness of Omani culture. Technology elevated the experience with expansive visual storytelling that revealed Oman’s landscapes and celebrated the blend of heritage and modernity. The result was a unified expression of the country’s identity that resonated with audiences and partners.

Impact

The opening ceremony captivated more than three thousand international attendees and generated significant global media attention. The experience strengthened Oman’s position as a cultural and tourism hub and sparked new collaboration and investment opportunities. It reinforced the country’s standing as a destination of choice for global travellers, investors, and partners.