AI can write proposals and design events, but the true differentiator is local knowledge, relationships, and destination expertise, and Oman is a perfect example of this combination. AI is transforming MICE planning, but destinations like Oman prove that local expertise remains irreplaceable.
I have always been a traditional MICE DMC manager. We knew almost everything about our customers, who, in return, had significant authority over the events. This combination created dynamically ever-changing, mesmerizing, challenging, and unforgettable incentive programs.
When the project manager wanted champagne served at midnight, we already knew it before they asked. Hotel General Managers would also remain on standby because everyone involved understood their expectations. Events were real, personal, and instant.
The job has changed
Over the years, the industry has changed. Procurement departments have become increasingly influential. Itineraries are planned in greater detail, budgets are fixed, and every element is documented long before delegates arrive. Therefore, there are maximum predictability and minimum surprises. Now, a junior executive can run an event from A to Z, as there are no longer on-site decisions at midnight. Problem-solving is diminishing and bringing creativity or out-of-the-box solutions are rarely demanded.
DMCs are becoming distanced from agencies, and the bond is often a case-by-case, situational requirement. Today, we need Facebook to remind us of our agents’ birthdays. Whilst this evolution is taking place, another transformation is also happening: AI, Artificial Intelligence, in the MICE and Business Tourism industry.
When the RFP is written by AI
Recently, I received an RFP that was almost too perfect. Every requirement was clearly defined and every detail structured. It became apparent that AI had likely played a role in its creation, thus taking much of the DMC staff’s thinking capacities out of the equation. Similarly, a proposal was received by the agency within the day. A complete Shakespeare, with the most amazing presentations. Something that a normal day-to-day DMC would need a few days to produce. However, procurement teams value such as highly efficient.
However, AI could only find what’s generally available online and websites. When the client reached us to source a WOW Dinner venue, we opened the National Museum of Oman Main Chamber. A formal 4 course sit down dinner, with client gobo projection accompanied by local Omani classical musicians were organized. The guests were blown away by the privately escorted viewing of national museum galleries.
So today, as a manager of a successful DMC, my role has changed and my thinking has changed. In Oman, the answer lies in local expertise. This was reinforced by the latest SITE Global Pulse Survey report, where Local Expertise & Insight and Reputation & Relationships were placed among the highest priorities.
Why Oman still needs a local hand
During COVID, a client came to us needing a full MICE programme, including a gala dinner. The problem was straightforward: restaurants and hotels could not legally host that kind of event. The format the client needed did not technically exist anymore.
The solution came from stepping outside the standard toolkit. We proposed holding the gala dinner at Sonara Camp in the desert – an open-air venue that fell outside the category of establishments subject to indoor restrictions. All protocols were observed: distancing, safety requirements, documentation. The client received a complete event at a time when that was simply not possible in most countries.
This was not creative problem-solving for its own sake. It was finding a workable answer under real constraints.
Why this market keeps moving
When I moved from Dubai to Oman almost a decade ago, most MICE programs were centered in Muscat. The Capital City remains an excellent base for conferences, meetings, and corporate events, offering international hotel brands, strong air connectivity, and well-developed infrastructure. The city is clean, well-organized, and highly suitable for corporate programs, providing a reliable foundation for event delivery.
Beyond the capital, Oman opens the door to immersive experiential soft adventure. We introduced incentive planners to the mountains of Jebel Akhdar, the cultural heritage of Nizwa, and the country’s dramatic wadis, deserts, and untouched landscapes. The response was immediate and highly positive. Oman offers something increasingly rare in the region: authenticity and raw natural beauty.
From a logistical perspective, the country is easy to operate in. Visa processes are straightforward for many nationalities, the dry winter climate is ideal for travel, and modern highways ensure smooth connectivity between regions. Of all of it, Oman’s greatest strength lies in its people. This asset is superbly supported by historic forts, pristine beaches, off-the-beaten-track wadis, and unique cuisine. Such experiences are curated only by selected MICE DMCs through their knowledge, established local partnerships and expertise.
Sustainability is another growing advantage. Entrepreneurs and women-led local Omani organizations are coming forward with outstanding CSR initiatives. As the global MICE industry today is predominantly women-driven, this creates an amazing connection.
For planners considering Oman for the first time, a familiarization trip with the support of an experienced local DMC still remains the best starting point. Today, Sultanate of Oman is a sophisticated destination capable of hosting the most discerning incentive programs. At the same time, it remains a relatively untouched landscape, offering a sense of discovery and a collection of truly awe-inspiring “wow” experiences. As the industry continues to embrace technology, Oman stands out for its unique balance of human intelligence, delivering experiences that delegates remember long after they return home.
Mudi Devendra
