The Ministry of Heritage and Tourism of the Sultanate of Oman launched its China marketing activities in the spring of 2025. They wanted to engage Chinese media and influencers to spread the word about this up-and-coming destination and put it on the radar of Chinese outbound travelers.
We organized and led the first-ever FAM trip for Chinese media and KOLs to visit the Sultanate of Oman, from 20-26 April 2025. The trip resulted in 162 pieces of media coverage, which have attracted more than 12 million views.
Content published by the participating KOLs and journalists can be found across a wide media matrix, including WeChat and WeChat Channels, Weibo, RedNote (Xiaohongshu), QQ, Douyin, Kuaishou, Mafengwo, Qyer, Dianping, Ctrip, media platforms Huxiu, Toutiao, 163, and Baijiakou, and radio.
Dragon Trail helped to select and recruit four Chinese travel KOLs and three media outlets for the trip, including consumer travel media, B2B travel trade media, and radio.
We then accompanied the participants on a tour of the Sultanate of Oman to experience its many unique destinations and tourism offerings. All of the participating media outlets rated Oman very highly, exceeding expectations with a significant amount of valuable media coverage, resulting in more than 12 million views within the first month. The 160+ media clippings from the FAM trip highlight Oman’s diverse appeal, including its food, architecture, natural scenery, museums, hotels, and experiences. From luxury hotel stays to camel rides in the desert to Oman’s visa-free policy, the articles, videos, diaries, and travelogues reveal the selling points of this hidden gem destination to Chinese visitors.
Following the FAM trip, we also organized a media event in Beijing on 15 May to introduce the Sultanate of Oman and its many appealing travel destinations. This event was attended by 27 media in total, including some of the FAM trip participants, who were able to share their own first-hand Oman travel experiences with industry colleagues. This event resulted in an additional 38 pieces of media coverage within two weeks.
The wonderful partners we work with
Sign up for our free newsletter to keep up to date on our latest news
We do not share your details with any third parties. View our privacy policy.
This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the cookie policy. If you want to know more or withdraw your consent to all or some of the cookies, please refer to the cookie policy. By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to the use of cookies.