As demand for luxury travel to Oman and the wider GCC continues to accelerate, dnata Representation Services â part of the dnata Travel Group â brought its exclusive luxury travel roadshow, Opulence by Ahlan Arabia, to the Sultanate for the first time.
The edition united more than 100 global travel professionals in a complete takeover of Salalahâs Alila Hinu Bay resort, between January 13â16, 2026.
With destination leaders and luxury hospitality partners in attendance, the agenda explored the latest travel trends and opportunities for growth, elevated by a spectacular natural setting that defines the regionâs luxury appeal.
The future of luxury travel
Central to the programme of the eventâs second edition was the headline panel, âRewriting the Travel Script: The Next Era of Travel & Tourism,â featuring John Bevan, CEO of the dnata Travel Group, joined by senior representatives from WhereIsThis, Atlantis Resorts, and the Oman Convention Bureau.
Insights from the discussion highlighted the conciergeâs shift from a reactive role to one that anticipates guest needs before they arise.
Speakers also explored how AIâpowered personalisation is enabling realâtime, seamless, and tailored experiences.
The panel further identified storytelling, sustainability, and destination stewardship as key forces redefining the future of luxury travel.
Taking networking âbeyond the ballroomâ
The event featured 28 curated exhibitors and 55 senior buyers from across the GCC and beyond, alongside professionals from across the dnata Travel Group and its partners, creating a dynamic platform for 1,680 pre-scheduled one-to-one meetings.
Moving beyond traditional formats, Opulence introduced a âBeyond the Ballroomâ concept, with meetings and networking spread across the resortâs scenic spaces, complemented by immersive cultural experiences.
Showcasing Omanâs heritage and natural beauty
Guests enjoyed a cultural evening hosted by Experience Oman at the Frankincense Museum within the Al Balid Archaeological Site, offering a deep dive into Omanâs rich heritage.
The programme also featured immersive excursions designed to showcase the best of Salalah, including a dolphin cruise and snorkelling adventures, a city tour of top cultural landmarks, and a mountain safari through Dhofarâs dramatic landscapes.
The experiences highlighted Omanâs unique blend of natural beauty and cultural authenticity, reinforcing its position as a rising luxury destination.
Next steps for Opulence
Following its debut in Qatar in 2025, Opulence by Ahlan Arabia is set for continued regional growth as dnata Representation Services expands the series across the GCC.
The 2026 edition was backed by Visit Qatar as Platinum Sponsor, spotlighting the countryâs newest travel offerings, while Experience Oman played a central role as Destination Sponsor, delivering an immersive exploration of the host countryâs landscapes and heritage.
Rakhi Purohit, Head of dnata Representation Services, commented: âOpulence by Ahlan Arabia represents our vision for a new era of luxury travel â one defined by deeper connections, meaningful experiences, and strengthened links across the GCC and beyond. As the landscape of luxury continues to evolve, dnata Representation Services remains committed to crafting exceptional journeys and nurturing partnerships that will shape the regionâs tourism future.â -TradeArabia News Service
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