Shabib Al-Maamari

Visit Oman is working to ensure Oman’s tourism industry develops at a deliberate pace to preserve authenticity while achieving its tourist targets in the coming years.

How do you envision Oman sustaining its originality while promoting economic diversification through tourism development?

A previously unfamiliar term, responsible tourism reflects a significant focus on sustainability stemming from the establishment of the first Arab Ministry of Environment by the late Majesty Sultan Qaboos 50 years ago. This ethos is deeply ingrained within the Omani government and OMRAN Group, the executive arm of the Sultanate of Oman for tourism development. OMRAN and Visit Oman closely collaborate with the Ministry of Heritage and Tourism to drive tourism initiatives and align KPIs. Our strategic approach involves integrating insights from various sectors to shape our strategies, ensuring a collective effort toward achieving targets. One of our standout features is the authentic experiences we offer, which gained even more prominence during the pandemic. Oman’s diverse landscapes, including a 3,000-km coastline, deserts, and mountains, offer unique selling points and competitive advantages, which we aim to leverage while prioritizing sustainability. Sustainability considerations are increasingly crucial in our projects, reflecting a growing demand for sustainable tourism experiences. Transparency in sustainability practices, such as carbon footprint calculations for flights, is becoming the norm. OMRAN stands at the forefront of sustainability leadership, driving efforts to integrate sustainability into all aspects of tourism development.

Do you believe that prioritizing originality and authenticity might impede the industry’s progress?

It is quite the opposite. Nizwa is experiencing year-round prosperity, emerging as one of the top 10 towns in the region due to its remarkable growth in GDP per capita and population size. What sets Nizwa apart is its grassroots development, driven by local SMEs who have revitalized old towns and villages, infusing genuine authenticity into every aspect of the experience. In Nizwa, locals are the heart of the community, with individuals showcasing unique talents and linguistic skills, cultivated through interactions with tourists. This successful model, led by locals, can be replicated in other towns, offering valuable insights for sustainable tourism development. Authenticity is deeply ingrained in the country’s DNA, shaping interactions with both locals and tourists alike. Oman offers a peaceful escape where visitors can unwind, connect with nature and delight in engaging with locals—a sentiment echoed by numerous satisfied tourists. To entice global travelers, we craft a compelling message highlighting Oman’s unique selling point: its tranquil ambiance, stunning beaches, majestic mountains, and vibrant marine life. Snorkeling in Oman’s southern waters is unparalleled, offering crystal-clear waters akin to an aquarium, where encounters with whale sharks are possible—a once-in-a-lifetime experience. Exploring Rub’ al Khali (The Empty Quarter) desert is equally extraordinary, while the mountains, particularly Jabal Akhdar and Jabal Shams, boast distinct terrains and cooler temperatures, setting them apart from neighboring destinations. There is a concerted effort to enhance accessibility in the area, with government plans for road development from the Al Batinah region, potentially eliminating the need for four-wheel-drive vehicles.

What opportunities exist for foreign investors, such as in eco-tourism, luxury hotels, activities, or adventure?

The MoHT, through its 2040 Tourism Vision and Strategy, has designated 14 clusters spanning from Musandam to Dhofar, each with its own unique potential. These clusters, some already activated and others awaiting development, represent vast areas designated for tourism-related activities. The MoHT actively seeks opportunities for activation, such as engaging with major global operators in Musandam. With ample land available, including 16km of beachfront in Sifah and Hawana Salalah, there is abundant potential for development. Areas such as Masirah Island offer substantial opportunities for creating entirely new destinations. Notably, regions like Jabal Akhdar and Dhofar boast diverse attractions, including forests, available for FDI. The OMRAN team recognize the need to go beyond traditional amenities, aiming to create diverse experiences that showcase the unique offerings of each location, such as kite surfing and innovative experiences. It is not just about promoting well-known destinations such as Masirah and Salalah; we are also focusing on highlighting lesser-known gems such as Nizwa, A’Sharqiyah, Al Batinah and Jabal Akhdar.