The Sultanate of Oman has been gaining a lot of attention in the Gulf Region, but not because of any one big attraction. Instead, Oman has become popular for offering many different attractions for visitors to choose from. Examples of attractions in Oman are the ability to experience the desert dunes and starry night sky, to see terraced green mountains, to visit stunning wadis, and to experience the capital city of Muscat with over 4,000 years of history. Statistics show that Oman has experienced rapid growth in international and domestic visitors and tourism since the global pandemic.
Several factors account for the increase in visitor numbers to Oman. One factor is the Oman Vision 2040 Strategic Plan. This plan has enabled the Omani government to invest heavily in tourism-related infrastructure and develop policies to foster sustainable development. To make its tourism market attractive, Oman has implemented multiple programmes and incentives that entice investors and offer different kinds of experiences which do not include mass market experiences (i.e., eco-lodges located at the base of the sand dunes; cultural festivals located at castles or forts; and types of outdoor adventure experiences). Several of these types of experiences are exemplified in the vast deserts of Jebel Akhdar.
The numbers illustrate the plan: many people from around the world will come to visit, and there will be a big increase in domestic trips – both of which are disrupting seasonal trends and creating new businesses in smaller governorates across Oman. Business owners are experiencing the benefits of this growth as they have added many guesthouses and importers of handmade gifts, etc., to the areas beyond Muscat into regions like Al Dakhiliyah.
Oman’s contrasting landscapes make it a draw and incentive for travel enthusiasts because they allow you to do so many different things. You’ll wake up before sunrise to hike in a dry riverbed (a wadi) and then take a dip in a clear blue hole that was formed from long periods of erosion by the flowing water; you’ll watch the desert light up like molten gold as the sun sets in Wahiba Sands; you’ll taste award-winning Omani food prepared in the souk that has been served in the same manner for centuries; and finally, you will have your breath taken away after looking up at a clear night sky filled with so many stars while camping high in a mountain range. Oman plans to capitalise on these “high-value” types of experiences – longer stays, deeper experiences and more money spent in the local economy rather than just a snapshot.
The pitch revolves around sustainability, not about increasing the number of visitors but instead about the creation of responsible tourism in Oman. The initiatives to build a strong travel industry that will benefit local communities include protecting Oman’s coastline, promoting eco-friendly resorts, and training national talent to enhance service standards.
Oman is the ideal destination for creating a Middle East travel itinerary that seamlessly blends nature, culture, and quiet luxury. It is the hidden gem of the Middle East, where every canyon, fort, and coastline will give you a feeling of intimacy, personal service, and an experience you did not even know you wanted.
