Convention and Visitors Bureaus as Catalysts for MICE Tourism: The Case of Oman

Abstract

Purpose: The aim of the study was to understand the role and significance of Convention and Visitors Bureaus (CVBs) in supporting and promoting global conference, exhibition, and convention tourism, and to analyse the specific role of the OCB in enhancing Oman’s presence within the international MICE tourism sector.

Design/methodology/approach: A qualitative research approach was utilized to explore the experiences, challenges, and strategies of stakeholders involved in the development and promotion of MICE tourism in Oman. The population included the Oman Convention Bureau and all stakeholders, including hotels and event planners. A purposive sampling technique was employed to select participants.  Primary data was collected through 10 semi-structured interviews, including government officials, event organizers, hotel managers, and representatives of major conference venues. All interviews were recorded, transcribed, and analysed thematically to identify patterns and recurring trends. Data analysis was carried out using voice memos and manual coding to enhance the depth and validity of interpretations.

Findings: Stakeholders recognized Oman’s cultural appeal, natural landscapes, and high-quality hospitality as key strengths but highlighted persistent challenges, including limited flight connectivity, visa delays, seasonal capacity gaps, and infrastructure constraints. While OCB’s logistical support, visa facilitation, and international promotional campaigns were appreciated, concerns were raised about limited internal outreach, resource constraints, and over-reliance on the Oman Convention and Exhibition Centre (OCEC). Stakeholders emphasized the need for stronger digital platforms, coordinated engagement, streamlined visa processes, financial incentives, and diversified venues beyond Muscat. Technical shortcomings, such as disrupted Wi-Fi and payment issues, further underscored operational gaps. Calls were also made for improved transportation networks and closer alignment between public and private stakeholders.

Research Implications: Academically, the study contributes to the literature on conference and convention tourism by examining the evolving role of convention bureaus in emerging destinations, with a focus on Oman. Practically, it provides actionable insights for the OCB and its partners to refine strategies, address systemic challenges, and benchmark against global best practices. These improvements are critical to advancing Oman’s Vision 2040 agenda for economic diversification and sustainable tourism growth.

Social Implications: Strengthening Oman’s MICE industry through an empowered Convention Bureau fosters job creation, SME participation, and community engagement, while promoting cultural heritage and sustainable development. Enhanced collaboration ensures wider socio-economic benefits aligned with national priorities and Vision 2040.

Originality / Value: This study uniquely examines the Oman Convention Bureau’s hybrid governance model, stakeholder dynamics, and competitive positioning, offering tailored recommendations to enhance Oman’s MICE sector in alignment with Vision 2040—an area with limited prior academic research.