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Oman reveals ambitious plan to boost tourism

Increasing visitor revenue to $22.5bn is part of country's economic strategy.

Delegates at the Omani tourism meeting. Photo: ONA

Oman expects to earn over 9 billion rials ($22.5 billion) a year from tourism by 2040 as it bids to diversify its economy away from oil income.

In an exclusive interview at the Oman-Saudi Arabia Tourism Investment Meeting on Sunday, the sultanate’s Tourism Undersecretary said plans were already under way to set up a cluster of tourism investments nationwide.

“Before the pandemic started, Oman earned about 1.2 billion rials from tourism in 2019. We are now well on the way to reach the target of earning about 9 billion rials a year by the year 2040 from tourism,” Maitha Al Mahrouqi, Undersecretary of Tourism in the Ministry of Heritage and Tourism, told The National .

Al Mahrouqi presided over a joint meeting between Oman and Saudi Arabia to boost tourism investment between the two countries.

One of the economic pillars of Oman 2040 Economic Vision is to increase revenue from tourism. In 2019, Oman welcomed about 3.2 million tourists, up 12 per cent from the previous year.

There are no tourist figures recorded after 2019 since Oman, like the rest of the world, closed its borders in an attempt to limit the spread of Covid-19.

“We are already implementing plans to set up theme parks, nature tourism, water parks and entertainment centres in different parts of the country. We are not only tapping on international tourists but regional tourism as well and Saudi Arabia is a major part of that within the GCC countries,” Ms Al Mahrouqi said.

The picturesque Oman village of Maqazzah is in Izki in Ad Dakhiliyah Governorate. Oman News Agency

She said Oman was also keen to attract investment from Saudi Arabia in tourism.

“The visit of His Majesty Sultan Haitham to Saudi Arabia and the visit of Prince Mohammed bin Salman to Oman will certainly boost tourism trade between us,” she added.

Prince Mohammed arrived in Muscat last Monday as part of his tour of GCC countries, during which Saudi Arabian and Omani officials signed 13 agreements.

Saudi Arabia will invest in oil and gas, tourism, green energy, the maritime sector – including ports – overland logistics, telecommunications and an industrial zone.

In July this year, Sultan Haitham visited Saudi Arabia and met King Salman in Riyadh, his first official foreign visit since he became the Sultan of Oman in January last year.

Oman has embarked on an ambitious economic development plan – Vision 2040 – to wean its economy off oil revenue and introduce medium-term measures to rein in its debt, which has grown in recent years.

Loay Sultan, one of the Saudi Arabian delegation members at the meeting at the Kempinski Hotel in Muscat, said the road between Oman and Saudi Arabia was a good start to boost tourism between the two countries.

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Oman vision 2040: Transforming economy and tourism through new strategies

Monday, May 20, 2024

As Oman progresses towards the year 2040, the nation is undergoing a significant transformation in its economic structure, heralding a new era of prosperity and innovation. Oman Vision 2040 is not merely a blueprint for growth; it is a commitment to diversified, sustainable development, capitalizing on the country’s unique strengths. Central to this ambitious plan is a profound shift in focus from traditional oil dependency to a diversified economy, emphasizing tourism, manufacturing, and logistics.

Economic Diversification and Infrastructure Development

To achieve this diversification, the government is making long-term investments in sustainable growth:

• Duqm Port Expansion : The expansion of Duqm Port and the development of new industrial hubs signify Oman’s intent to strengthen these sectors. These infrastructure enhancements are not just safeguards against oil price volatility; they are vital for the nation’s economic resilience.
• Industrial Hubs : New industrial areas are being developed to boost manufacturing and logistics, further supporting economic diversification.

Innovation and Entrepreneurship

Oman Vision 2040 places a strong emphasis on innovation and entrepreneurship as key drivers of economic vitality:

• Technology Parks and Innovation Centers : Establishing technology parks and innovation centers across the country aims to create a vibrant ecosystem for startups and attract international investments. These hubs will serve as incubators for new ideas and businesses.
• Regulatory Reforms : Simplifying business operations and fostering a more business-friendly environment encourages both local and foreign entrepreneurs to invest confidently.

Human Capital Development

An integral part of Vision 2040 is the focus on human capital, recognizing that a thriving economy requires a skilled workforce:

• Educational Enhancements : By improving educational curricula and partnering with international institutions, Oman is equipping its youth with the necessary skills for future job markets. This initiative enhances employment prospects for Omani citizens and makes the country an attractive destination for multinational corporations seeking skilled labor.

Environmental Sustainability

Responding to global climate challenges, Oman is making significant strides towards environmental sustainability:

• Renewable Energy Initiatives : Projects to develop solar and wind power are in full swing, contributing to the global fight against climate change and ensuring the long-term sustainability of Oman’s economic growth.
• Green Business Practices : Companies are increasingly incentivized to adopt sustainable practices, integrating green policies into their operations.

Challenges and Opportunities

The journey towards 2040 is not without its challenges. Transitioning to a diversified economy requires substantial financial investment and a cultural shift within the business community. The global economic environment remains uncertain, posing risks to economic stability. However, these challenges also present opportunities for growth and innovation:

• Investment in Education and Infrastructure : Continued investment in these areas will help Oman navigate economic uncertainties and emerge stronger.
• Regulatory Reforms : Ongoing reforms will foster a more conducive business environment.

As Oman approaches Vision 2040, the nation stands at a crossroads with the potential to dramatically transform its economic landscape. The steps taken today towards diversification, innovation, and sustainability will not only define Oman’s future economy but also its role on the global stage. It is an exciting time for the business community, which is at the forefront of this transformation, driving change and benefiting from a forward-thinking economic strategy. The journey towards Vision 2040 is a collective effort, promising not just economic prosperity but also a sustainable, inclusive future for all Omanis. Embracing change, fostering innovation, and working together will be crucial in realizing the full potential of Oman’s Vision 2040.

Tags: diversification , economy , education , Entrepreneurship , Infrastructure , innovation , Oman , renewable energy , sustainability , Tourism , Vision 2040

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Guiding Words:

"We will protect our national interests, as they are the most important constants of the next phase, the directions and targets of which were set by “ Oman Vision 2040 ”, with the prime aim of transforming all aspects of life. It is a true embodiment of collective national willpower. The success of this vision is the responsibility of us all, dear citizens, without exception, each one acting from his position and within the scope of his abilities and responsibilities"

Haitham bin Tarik Sultan of Oman

Vision Overview:

Oman Vision 2040 is the national reference for economic and social planning for the period of 2021-2040, and the source of national sector strategies and five-year development plans. It was put in place under the wise guidance of His Majesty the late Sultan Qaboos Bin Said, and carried forward by His Majesty Haitham Bin Tarik. After being developed with extensive participation by the community, Oman Vision 2040 was approved by His Majesty Sultan Haitham Bin Tarik in 2020, then it was put into action as of early January 2021 and will remain in force till 2040.

Community Participation:

In order to enhance the role of the different sectors of the Omani society in building the future of our country, Oman Vision 2040 has developed a participatory approach at which individuals from different parts of Oman shared their views and inputs at different stages of the Vision development. It targeted the government and private sectors, civil society institutions, municipal councils, academic institutions, and other sectors such as women, youth, media professionals, people with special needs, university and school students, in addition to a group of expatriates.

Oman Vision 2040 Implementation Follow-up Unit:

Oman Vision 2040 Implementation Follow-up Unit was created by virtue of Royal Decree 100/2020 issued on August 18, 2020. The unit reports to the Council of Ministers and follows up on the work carried out by public and semi-government entities, and observe the roles of different sectors related to the vision’s programs, according to their respective capacities and mandates. The unit also provides necessary support and proposes appropriate solutions to existing challenges, while ensuring integration of efforts of all stakeholders in order to achieve Oman Vision 2040.

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Oman To Set New Tourism Growth Trajectory Amid Robust Arrivals Growth

Tourism / Oman / Tue 19 Mar, 2024

Key View: We forecast Oman’s arrivals to grow by 24.7% y-o-y in 2024 to a total of 5.3mn. The 2024 arrivals levels will be a new high, building on the most recent historic peak in 2023. Arrivals will continue to expand over the remainder of our medium-term forecast period (2024-2028) to reach a projected 10.8mn by 2028. Our forecasted arrivals growth trajectory for Oman indicates that the market will achieve its target of 11.0mn tourists by 2040. 

Total Arrivals In Oman To Breach Record Levels In 2024

We at BMI forecast Oman’s arrivals to grow by 24.7% y-o-y in 2024 to reach 5.3mn. Our view is supported by Oman’s National Centre for Statistics full year arrivals figures for 2023, published in a report in January 2024, indicating that the market had 4.3mn arrivals in 2023. According to the report published by Oman’s National Centre for Statistics, GCC markets accounted for 1.6mn arrivals in 2023. Arrivals from India reached 610,000 arrivals in 2023 while arrivals from Germany reached 150,000. The top five source markets for Oman were completed by Mainland China with 118,000 arrivals.

Oman's Tourist Arrivals To Reach New Highs

Oman - total tourist arrivals (2014-2028).

Oman’s Ministry of Heritage and Tourism (MHT) has set a target of reaching 11.0mn tourists by 2040 as part of its Vision 2040 strategy. Our projected medium-term (2024-2028) arrivals growth trajectory indicates that the country will be on track to achieve this target. We forecast Oman’s arrivals growth to be robust over the medium term, growing by an annual average of 20.4% y-o-y between 2024-2028, to reach 10.8mn arrivals in 2028. Increased arrivals over the medium term will be driven by key source markets across the GCC, as well as Asia-Pacific and European markets. 

GCC Region Will Be The Main Source Market For Oman 

Weaker economic growth, high living costs and tighter credit conditions are having a negative impact on consumer purchasing power in most markets globally in 2024, limiting discretionary spending. This poses a downside risk for Oman’s arrivals from Asia Pacific and European markets over 2024 due to consumers shifting travel patterns to focus on short and medium-haul travel. We expect Oman’s tourism sector to remain resilient, particularly over the medium-to-long term. Oman is easily accessible for travellers from its key source markets across the GCC due to regional proximity and strong transport links. Low barriers to entry to Oman will be supported by high household disposable incomes across markets in the region. This will drive demand for experiential products and services such as travel and hospitality. 

Luxury Travel Options Opens Oman To Wider Source Markets

Oman is also well-positioned to attract travellers from beyond the GCC, who are seeking luxury holiday options. Oman will compete with its GCC peers as an attractive tourism destination. This will become salient as Saudi Arabia, Qatar, Kuwait and the UAE governments are increasing their focus on expanding their individual tourism product offerings as part of wider economic diversification efforts in these markets. Oman will equally need to strengthen its tourism promotion strategies to, while differentiating its offerings from its regional peers. 

In March 2024, the Omran Tourism Development Company (Omran Group) participated in the ITB Berlin tourism trade show between March 5-7 2024. The ITB Berlin aims to promote and strengthen collaboration between global travel, tourism and hospitality industry players. The Omran Group collaborated with ITB Berlin for Oman to be the official partner host country for the 2024 edition of the trade show under the Experience Oman brand. The Omran Group also used the trade show as an opportunity to launch its latest tourism marketing campaign titled See Double. The marketing campaign launch took place in collaboration with the Ministry of Heritage and Tourism and the Ras Al Khaimah Tourism Development Authority (RAKTDA). The See Double summer campaign is aimed at attracting visitors to explore the nature of the Ras Al Khaimah and Musandam governates of Oman. In March 2024, Visit Oman signed a Memorandum of Understanding (MoU) to partner with DidaTravel, a Mainland China-based technology-driven travel distribution company, to promote Oman as a travel destination to Chinese travellers. The partnership with DidaTravel aims to leverage the company’s network of more than 25,000 travel trade partners in China.   

This commentary is published by BMI, a Fitch Solutions company, and is not a comment on Fitch Ratings Credit Ratings. Any comments or data included in the report are solely derived from BMI and independent sources. Fitch Ratings analysts do not share data or information with BMI. Copyright © 2023 Fitch Solutions Group Limited. All rights reserved. 30 North Colonnade, London E14 5GN, UK.

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Oman launches a 25-year tourism strategy

Oman | Tourism

In early 2016 Oman launched its National Tourism Strategy (NTS), with the primary aim to increase international arrivals to 11.7m visitors per year by 2040, up from 2.6m arrivals in 2015. The initiative also seeks to boost tourism’s contribution to GDP to more than 6%, from 2.6% today. To achieve these goals, the new plan has been designed in phases: preparation, growth and stability. “The announcement of the 2040 tourism strategy for Oman provides us with a clearly defined and structured roadmap for future growth, ensuring tourism becomes one of the most important economic pillars for the country’s future,” Salim Al Mamari, director-general of tourism promotion at the Ministry of Tourism (MoT), told attendees at the Arabian Travel Market conference in April 2016.

In addition to increasing hotel stock and employment, the government plans to develop and promote a series of destinations – or clusters – across the sultanate, offering visitors a broader variety of experiences, with the goal of encouraging extended visits and greater engagement with the country’s culture and natural sites. While the government wants to maintain and grow its already strong domestic tourism market, the new strategy places a heavy emphasis on promoting Oman as a destination for international visitors, who in the past might have overlooked the country for other destinations in the region or further afield.

Mark Kirk, general manager of Shangri-La Barr Al Jissah Resort and Spa, believes making the tourism sector and the country more attractive to investors is a priority, as their fiscal support will be decisive in the successful development of the new tourism infrastructure. “The government needs to make concessions on Omanisation targets, incentivise airlines to land in Oman and undertake visa liberalisation,” he said.

The creation of unique tourism clusters that utilise the natural and cultural resources available to them will be key to the implementation of the NTS. The MoT has picked 14 such locations across the country, which it aims to promote internationally and grow into key attractions for tourists. Some of these sites are already well known, while others have not yet developed an international reputation. Examples include the coastal areas of the Musandam Governorate and the Frankincense Trail in Dhofar, which will be developed over the next decade and a half, becoming destinations in their own right or potentially forming part of a broader itinerary of travel across the sultanate.

The development plans for each destination are to be formulated over the coming years, with each cluster likely to be targeted for a specific type of visitor or experience. This approach can significantly broaden the types of visitors Oman receives.

Beyond the headline visitor numbers and contribution to GDP figures, the new tourism strategy aims to add more than 500,000 direct jobs to the sector by 2040, with the target of filling 75% of those positions with Omani nationals. Maitha Al Mahrouqi, undersecretary of the MoT, says this requires a step-by-step approach. In order to succeed, the ministry needs to work with existing tourism colleges and training institutes, as well as industry players already in the market, to build up the human resource capacity necessary to grow the sector. It will also require a greater awareness of the opportunities available to those who might consider starting a career in the sector, which will demand a strong, government-led campaign.

“To start with, there is a need for a nationwide awareness campaign regarding the importance of tourism to the future of the economy, coupled with clear communication on the variety of jobs available in the sector, as well as the related career prospects,” Al Mahrouqi told OBG. “The Oman tourism strategy has a detailed plan on the training and educational process that needs to take place to prepare the workforce in the tourism industry. This includes formal training programmes both in Oman and in specialised institutes abroad, as well as on-the-job training within the sultanate,” she said.

As well as a capable workforce, securing the financing to upgrade Oman’s transport and urban infrastructure will be vital. These are needed if the sultanate is to welcome the higher visitor numbers that have been projected under its tourism strategy, particularly in and around the clusters being developed in more remote areas of the country. Estimates have placed the cost of the new government strategy in the region of $35bn, and the government is seeking considerable support from the private sector to make this possible. The MoT is expecting to attract more than 88% of the investment needed from the private sector.

This push for greater private sector involvement in the strategic growth of the tourism sector – whether via public-private partnerships, strategic investments or 100% private projects – will be an engine for job creation and innovation, and could encourage a similar approach in other areas of the economy. Such a drive is also a marked change from previous years. “We did not invite private sector involvement in tourism in the past; however, since 2015 we have been engaging the private sector and we recognise its importance,” Salah Salem Al Ghazali, chief information officer at Omran, the government’s tourism development arm, told OBG. “We have invited private sector investment in our hotels. For example, in 2016 we sold 20% of the Crowne Plaza being constructed at the new Oman Convention and Exhibition Centre to local pension funds,” he said. The MoT must continue to seek more agreements like this to achieve the goals it has set in the NTS. According to Kirk, the sultanate’s tourism authorities are also putting together a tourism advisory board to receive feedback and advice from industry leaders. “They are going to bring in hotels, tour operators and consultants and will then look at the various obstacles to attracting more investment into the country,” he said.

The successful engagement of private sector players in these early stages signifies the high level of interest in Oman’s tourism industry. However, specific details concerning how the government will raise the remaining 12%, or $4.2bn, of funds required for the plan’s implementation have yet to be announced.

Aiming High

While ambitious, sector stakeholders see the new tourism strategy targets as achievable, and believe the plan could succeed in making Oman a regional hotspot for visitors. “The growth figures for tourism are not that high if one considers the vastness of the country, and even if those numbers are achieved, the sultanate will not be oversaturated,” Kirk told OBG. One of the main targets for the first five years of the strategy is to establish plans for the development of five of the 14 tourism clusters and to begin work on implementing them. The effective rollout of this first phase will be critical in helping the overarching strategy gather momentum, while monitoring key performance metrics – such as the sector’s contribution to direct employment and GDP as well as tourist numbers – will assist with the ongoing management of the NTS.

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OMAN VISION 2040 - WHAT IS IT?

14 May 2023   ||    MIDDLE EAST    |    OMAN

It’s no secret – Oman is my favourite country across the entire world. With raw natural beauty, minimal tourist infrastructure, renowned hospitality; this combination makes a perfect, outdoorsy trip. As I sit, planning my third month-long excursion to this epic land, I’m reading about its development. Not only in the tourism sector, but aggressive plans aimed to diversify the nation’s economy, increase regulations and decrease Oman’s reliance on oil. This ambitious strategy has been named Oman Vision 2040 and involves investments topping 35 billion U.S. dollars, 88% of which is required from the private sector.

This whole article started with my instinctive (probably irrational) panic at the words zipline and Oman, used in the same sentence in a recent article. I was picturing an entire Costa Rica kind of disaster, so looked more into it and learnt about Oman Vision 2040. I checked out the types of tourism development the government was planning and considered how this will change the country, for better and worse. Here’s a little summary of what I’ve discovered.

WHAT IS OMAN VISION 2040

Announced in 2016, Oman Vision 2040 is a national plan for economic diversification and infrastructure development. It aims for substantial growth between the years of 2021 and 2040, designed to establish a more robust and sustainable economy.

The mission is split into three phases: preparation (2016-2020), growth (2021 – 2030) and stability (2031-2040). 

This ambitious, long-term strategy includes reducing the sultanate’s hydrocarbon industry reliance and creating more sustainable cities (Oman is dedicated to being carbon neutral by 2050). It is intended that private enterprises will fund most of the massive projects. The initiatives are spread across various industries, including tourism, manufacturing, energy, transport, mining and agriculture. 

⋅ Tourism Plans within Oman Vision 2040 ⋅

The Omani government has identified tourism as a key feature to help reduce the sultanate’s reliance on oil-based revenues. However, up until relatively recently, information on the specifics of the tourism endeavours guided by Oman Vision 2040 appeared to be pretty vague.

It started in 2016 when the National Tourism Strategy (NTS) was launched. The NTS plans to increase visitors to the country by more than 400 percent, from 2.6 million in 2015 to 11.7 million in 2040. They also included a target to increase the percentage GDP revenue related to tourism from 2.6% to 6%. The scheme also intends to add more than half a million jobs by 2040 to the tourism industry, 75% of those to be filled by Omani nationals.

The initiative specifically targets international visitors, encouraging more people from east Asia, North America and the eurozone. Currently, most visits to Oman are from the Gulf region, followed by the rest of MENA (Middle East and North African countries) . 

Another NTS target is to expand and diversify accommodation across the sultanate, specifically outside of Muscat. It aims to increase the number of rooms available across the country to 80,000, with Muscat’s proportion reducing from 53% to 31% and Dhofar increasing from 12.6% to 23.8%.

Which Regions are Targeted?

As part of Oman Vision 2040, the Omani Ministry of Heritage and Tourism (MHT) identified five ‘natural attributes’ for development: wildlife, mountains, wadis, deserts, and coastline. They also recognised five constituents of ‘culture and heritage’: cities and villages, world heritage sites, cultural heritage, symbols, and norms and traditions. In total, the MHT identified 14 regions (called clusters) across Oman for promotion; encompassing sites that match the features above.

These clusters are a bit vague and do not explicitly discuss what the proposals are for each area. Five regions have been prioritised early in the first phase, including coastal Musandam, the Frankincense trail around Salalah , cultural spots in Muscat, forts and mountain villages in Al Dakhiliyah (Nizwa area) and the coast of Ash Sharqiyah South ( Sur to Masirah Island).

Other governorates across Oman have been tentatively scheduled for development during 2026 to 2031.

WHAT IS TOURISM LIKE IN OMAN NOW?

Oman feels relatively unique, at least in a touristic sense. The nation has quality highways, hotels, and restaurants in a handful of main towns and cities. However, this contrasts with the minimal to non-existent tourist infrastructure relating to activities, services and entertainment, especially outside of Muscat. Consider the more than 3000 stunning kilometres of coastline; this rarely has any services other than the occasional shelter and a trash bin. 

There are currently almost no hostels aimed at lower-budget backpacker-style travellers, especially solo ones. Public transport, apart from some buses between bigger cities, is minimal.

Presently, there are minimal tourist facilities in popular, high trafficked areas. Well-known wadis, mountain villages and hiking trails lack general provisions such as bathrooms, signage and even paved access. There are no developed campgrounds and few public washroom facilities.

Having said all that, the country has a growing number of luxury resorts, especially around the Muscat coast and on Jebel Akhdar. Oman is well-equipped to serve higher-end, luxury travellers too and I’d be remiss to not mention that in this summary. (I am not one of those people though – I wish!).

A lot of these points sound like a negative but, for me, is actually a draw. Tourist infrastructure tends to encourage the crowds and unless managed, can irreparably damage a region.

SPECIFICS IN THE OMAN VISON 2040 TOURISM PLAN

More recently, the MHT has unveiled more precise details for certain regions in Oman. Along with particular locations, adventure tourism has been identified as a priority, including caving, hiking and ziplining. These are among 40 adventure tourism endeavours that have been earmarked for boosting Oman’s tourism between now and 2025.

One of the recently launched adventure tourism enterprises is the ‘Flying Fox’, Earth’s longest over-water zipline, near Khasab, Musandam. This region, traditionally known for craggy mountains, diving expeditions and traditional dhow cruises, is being gradually redeveloped as an adventure capital. It is the first of many projects planned by the Oman Adventures Centre, a development supported by the government to encourage adventure tourism in the region.

Another new cultural addition is the Oman Across Ages Museum, a national heritage centre which opened in March 2023. This futuristic space, just south of Nizwa, celebrates the history and future of Oman. It is housed in an architecturally stunning design and provides some (sorely missing) historical context to the country.

In terms of luxury travel, there has been significant investment into ‘integrated tourism complexes’ (ITCs). These are zoned areas where foreign nationals are allowed to own property (and also short-term tourist rentals too). There are already at least three of these east of Muscat, with nine more ITCs currently being built, including the luxury resort developments at Yiti Beach and As Sifah. More complexes further from Muscat are also under development in the exclave of Musandam and Al Sharqiyah.

⋅ Detailed Future Plans ⋅

Future projects detailed in Oman Vision 2040 include a cable car in the Botanic Garden at Al Khoudh in Muscat. The new Oman Botanical Garden, costing $175 million, will be one of the largest in the world when it is finished at the end of 2023. Another addition is a zipline at Wadi Darbat , home to Oman’s prettiest waterfall (although I thought there were already ziplines there ?).

Developed hiking trails will be introduced at the well-known perennial springs at Wadi Bani Khalid and Wadi Al Abayeen. 15 other trails will be paved, mostly in the rugged Hajar Mountains region.  Apparently, there is a suspension bridge being built at Wadi Shab too, although finding any information about that is difficult. There was no sign of the development in early 2023 (that I noticed anyway).

Jebel Akhdar is to have a road paved to the tiny cliffside village Al Sugra-Sayq. This one is confusing since it isn’t a difficult drive, even in a two-wheel drive car (and you cannot access Jebel Akhdar without a four-wheel drive car anyway – there are checkpoints). I hope the paving is to benefit the few residents of that area, rather than to aide tourists reaching an area which is already a reasonably simple task.

Cave tourism is another part of the plan, targeting Majlis Al Jinn on the Salma Plateau, Al Hoota near Al Hamra and Muqal at Wadi Bani Khalid for infrastructure development. This includes building additional nearby accommodation options and recreational facilities.

There are apparently discussions around the idea of increasing tourist facilities such as camp sites, bathrooms and cafes in Wadi Bani Awf, one of the most rugged and difficult to access areas (but most beautiful) of the western Hajar Mountains .

Wanting to increase Dhofar’s tourism trade outside the Khareef season, the UNESCO designated Frankincense trail around Salalah is being developed and marketed as a premium attraction in southern Oman.

Some regions selected for future development are not currently traditional tourist destinations. This means that ‘upgrades’ to these regions will include hotels, restaurants, roads and entertainment facilities where there are currently none. This includes the Rub Al Khali desert, near to both the UAE and Yemeni borders, slated for development from 2031.

Alongside larger-scale investments, the ministry of heritage and tourism agreed nine land lease contracts in August 2022. These permit locally owned, small and medium tourism projects on government owned land. Initiatives include various 1-, 2- and 3-star hotels, a resort and a tourist camp across several governorates, including Dhofar and Jebel Akhdar in A’Dakhiliyah.

Is THE TOURISM DEVELOPMENT WITHIN Oman Vision 2040 a good thing?

The answer to this question is complex and subjective. As a tourist, I can’t speak for Omani people, and what benefits me is not necessarily good for them. However, there are some objectively positive and negative characteristics of the tourism advancement in Oman Vision 2040.

⋅ Some Benefits ⋅

♦ Diversifying and developing new attractions is good for tourist dispersion, decreasing the risk of over-tourism at particular spots. Having said that, increased infrastructure can also lead to over-tourism if not managed. Recently, Wadi Shab was absolutely rammed with people, spilling out onto the streets. This popular attraction needs additional parking and improved organisation. However, by making these changes, it may just encourage increased visitor numbers at peak times. Instead, having several more accessible wadis as options for visitors would improve tourist dispersal.

♦   Tourism can help preserve Oman’s heritage and history. By having the resources to restore ruins, construct museums and safeguard historical sites, the country can increase cultural awareness and enhance the visitor experience simultaneously.

♦   As an industry, tourism encourages the empowerment of women; it is a trade where women are sorely needed. Women guides, drivers and women-run businesses generally are more and more in-demand. This requirement will only increase with more visitors from the West.

♦   Many of the adventure tourism endeavours mentioned here previously are to be operated by small- and medium-sized businesses. This is a superb way to stimulate the economy in regions that have little other profitable options. Increasing employment and training opportunities for Omani citizens in more remote areas is in line with the sustainability aims of reducing poverty and inequality. 

♦   When it comes to safety and risk management, more guidelines and regulations are necessary as part of the development of adventure tourism. Enhanced training and parameters is vital for protecting workers and tourists, especially during riskier adventure activities.

♦   Oman has a trash problem. It’s not as bad as some countries we’ve visited recently (looking at you Saudi and Tunisia ). Providing more facilities that support and encourage residents to keep their beaches, trails and mountains clean would be beneficial though.

♦   Separate from the direct impacts of tourism above: reducing the sultanate’s dependence on the energy trade towards a more sustainable, non-oil-based economy can only be a positive move for future Oman.

⋅ Some Negatives ⋅

♦ An increase in tourist infrastructure requires an increase in personnel to manage it. This can result in the need for an increased foreign labour force and a shortage of Omanis who have the education and appropriate training to implement sustainable practices .

♦  T ourism expansion poses an obvious risk to the environment. This ranges from potential changes in waterways like wadis, to destruction caused by urban development. More flights and cars are another inevitable consequence of additional visitors. I’ve not read anything about increasing buses to-and-from the UAE , for example. Currently, there is only one private company running this route, however marketing this option could increase visits from the tourist masses in Dubai and in tandem be better for the environment.

♦   Mis-managed tourism endeavours threaten traditional lifestyles and customs. Profit-based businesses commonly tend to overlook the impact inflicted on the culture of an area (the environment gets far more attention). There are also direct consequences of more people, for example tourists dressing indecently, taking inappropriate photos and bad restoration practices.

♦   An issue with the development of places like Majlis Al Jinn, on the Salma Plateau, is that it not only needs facilities, but access too. Currently, it’s quite a remote, steep and rough road to reach the cave, so does the plan include improvements to the road? If so, then that will, no doubt, change the region significantly.  Whether the majority of residents on the plateau would welcome lots of visitors passing by their homes is unknown.

♦   From a tourist point of view, Oman is a pleasure to travel around because tourist harassment is extremely rare. Some countries, like Egypt and Morocco, have a sketchy reputation for tourists being hounded and pursued. Oman has a very limited amount of this. However, paved trails around wadis, villages and hiking routes will likely encourage unofficial guides to camp out at parking areas. It also encourages child labour. This already happens at Wadi Tiwi and could get worse with development.

SUSTAINABILITY AND MISMANAGEMENT

Most negatives here originate from the prospect of mismanagement. If an initiative is implemented as sustainably as possible , prioritising the welfare of residents, most modernisation and development can be positive.

The big question is: will Oman Vision 2040 be implemented with over-tourism and the environment in mind? Every modern-day proposal will likely commit to a sustainability pledge, when in reality, they are driven solely by profit ( greenwashing is rife, especially in the tourism industry). For example, privatisation is not necessarily a bad thing, but do companies investing in Oman care about the country (and the wider world)?

Modern tourism is inexplicably linked to expansion and growth. As an active part of that tourism, I can only hope that it is done with people, not profit, in mind.

MODERNISATION

I’m a staunch advocate for development and modernisation. Every citizen of the world deserves to have the same clean water, food, comfortable housing, connectivity and healthcare.

As visitors, we must weigh up what we want from an experience, versus what the reality is for residents. Eliminating poverty and imbalance should be the priority for us all. This goes against what we may want; some people have gotten upset that tribes in Papua New Guinea have cell phones and televisions – why?

‘Poverty tourism’ is definitely a thing in the West and I don’t think many people consider how gross the motivation behind it can sometimes be. How many times have you heard the phrase ‘it’s not like it used to be’ in reference to some far-flung holiday destination? It is irrational and selfish for relatively rich tourists to want less developed countries to remain the same for their travelling entertainment. Begrudging a country for modernising is egocentric and greedy.

We should also distinguish between westernisation and modernisation. For example, Japan is incredibly modern, but not western. As Oman continues to modernise (since the renaissance in the 1970s, it has been continually transforming!), this does not necessarily result in the nation losing its identity or culture.

On our second visit to  Wadi Darbat , there was considerable construction for a large picnic area in a place that was only previously accessible to four-wheel drive vehicles. The modern structures looked kind of out of place to me, but its presence is understandably welcome to visiting families who require shade and function.

⋅ Oman in the Future ⋅

If you are considering Oman for a remote, four-wheel drive or camping experience, I think this type of trip will remain feasible for the foreseeable future. However, there are regions that are developing faster than others, for example Jebel Akhdar, which has seen unprecedented growth over recent years. Also, the Rub Al Khali desert will not remain untouched forever. I can picture a Wahiba Sands kind of deal happening there eventually, and for me, that’s not so exciting (it’s not really about me though).

Any development in the Hajar Mountains will detract from the raw beauty, quiet villages and relative isolation when travelling through the region. If there are paved roads, checkpoints, cafes and campsites, it will not maintain the same appeal for an adventure traveller like me. However, the area will be made available to appeal to a different type of tourist (maybe like my mum)! I’m sure Oman, as a country, will be fine with this.

Final Thoughts – Oman Vision 2040

I think change can initiate quite a strong instinctive response. When I thought about my favourite destination changing, for good or bad, it made me question its merit. This is an irrational reaction though that doesn’t really consider the entire picture.

Mind you, I don’t think I’m totally to blame here. We’ve spent a fair bit of time this year in Saudi Arabia and seen their vision for ‘Saudi Arabia 2030’. It’s full of crazy glitz, shiny stuff and gentrification. The decisions made in touristic locations around Riyadh and Alula , for example, were less than appealing to me. However, that’s just me. It’s not my country and it’s not being redesigned with me in mind (clearly!). 

Diversifying Oman’s economy has great merit and the idea that a country shouldn’t modernise is absurd. To me, the bigger question is how it is done, for what reasons and for who. Sadly, development like this seems to be purely about money (and sometimes I reckon there is a little ego in there too). It’s rarely a genuinely sustainable effort.

I hope for the best.

Hi, thanks for visiting our blog! If this post has been of help to you, or you’ve just enjoyed our random ramblings and musings, say thank you by buying us a coffee ! It helps keep The Restless Beans blog up and running without ads.

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4 thoughts on “How Will Tourism Change Under Oman Vision 2040?”

Just happened to came upon your blog when I was googling more about ‘Oman Vision 2040’. Great write-up, insightful point of view and lots of tips and I thank you for your generosity.

Thank you so much for your comment, really appreciate it. Happy to be of help!

Great post! Thank you. Currently visiting oman for the first time. Love it.

Hi Bernhard, thank you so much for your comment! I’m so glad you’re enjoying Oman – it’s an incredible country.

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Oman’s 2040 Tourism Strategy: RO20bn investments, more than 500,000 jobs

The Ministry of Tourism (MoT) on Tuesday unveiled its 2040 strategy which will see investments of around RO20bn and creation of more than half a million jobs.

H E Maitha bint Saif al Mahrouqi, Undersecretary in MoT unveiled a strategy for potential private sector investors at a forum held at the Oman Chamber of Commerce and Industry.

The Council of Ministers had approved the tourism strategy on Sunday.

The ministry is looking to invest around RO20bn for its strategy through 2040. A great majority of that investment (86-89 per cent) will be through the private sector.

The ministry wants to provide around 80,000 rooms for accommodation: 33,373 hotel rooms, 29,287 vacation home rooms and 17,262 integrated tourism complex (ITC) rooms.

Muscat’s share of accommodation is expected to decrease from 53 per cent now to 30.8 per cent in 2040 as more hotel rooms come up in other parts of the country. Dhofar’s share will rise from 12.6 per cent to 23.8 per cent.

The ministry expects at least 11.7mn international and domestic tourists in 2040, a big jump from 1.4mn in 2013. MoT has identified five types of natural sites for tourism: Wildlife, mountains, wadis, deserts and coasts. It has also identified five elements of culture and heritage: Cities and villages, world heritage sites, cultural heritage, symbols, and norms and traditions. Fourteen clusters of tourist infrastructure will be built around the country as per regional attributes.

These include coastal areas, bronze and iron age ruins, castles, mountains, villages and wadis, bedouin region and Rub al Khali.

The ministry expects tourism to create 535,574 direct and indirect jobs by 2040 compared to 89,413 now. The strategy will be implemented in three stages: Preparation (2016-20), Growth (2021-30) and Stability (2031-40). More than 30 public entities and 50 private entities will be involved in implementing the strategy. These include the Ministry of Commerce and Industry, the Supreme Council for Planning, ROP and Oman Air.

MoT itself will be reformatted to align with the strategy, and new departments will be created to follow-up implementation. Staff will also receive new training and education. The ministry will evaluate implementation using a scorecard.

H E Maitha said that more than 700 people contributed to forming the strategy, which included a series of workshops. The ministry took 12 weeks to prepare the draft of the strategy.

Canberra: 12:52 pm, June 25 Oman: 6:52 am, June 25

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Oman announces plans for a multi-million dollar ‘Film City’

The ‘Film City’ project, aims to generate substantial employment opportunities, with plans to create over 100 jobs for Omanis in its first year

In a significant boost to Oman’s cultural and creative sectors, the Ministry of Sports, Culture, and Youth unveiled plans to establish a state-of-the-art ‘Film City’ with a projected investment of OMR12m($31.2m).

The initiative stems from the outcomes of the Creative and Cultural Workshops held in March, which focused on enhancing the sultanate’s cultural and innovative industries, reported local daily Oman Observer .

Oman’s Film City

The ‘Film City’ project, located in Khazaen, Barka, is envisioned to become a leading regional centre for film production.

It aims to generate substantial employment opportunities, with plans to create over 100 jobs for Omanis in its first year. The facility will offer comprehensive services for film production, from pre-production to post-production, positioning Oman as a key player in the regional entertainment industry.

Nader al Rawahi, representing the Ministry in the Oman Vision 2040 Follow-up Unit, highlighted the project’s potential impact, stating, “The Film City will not only enhance the local film industry but also attract international productions, fostering a vibrant cultural ecosystem in Oman.”

Broader cultural investments

The announcement of the ‘Film City’ is part of a broader strategy to invest in and empower Oman’s cultural sector, reported the state news agency, ONA . The Creative and Cultural Workshops , held earlier this year, catalysed the launch of multiple initiatives, including:

• Ebdaa Park : A creative park in Muscat, designed to celebrate and showcase Omani talent across various art forms. This project will see an investment of OMR2.2m($5.7m).
• Yaj Project : In collaboration with an Italian company, this OMR1.1m($2.9m) initiative will focus on attracting international conferences and exhibitions to Oman, boosting the country’s profile as a global cultural destination.

The workshops also identified three major projects valued at OMR15.4m($40.1m) and outlined eight investment opportunities worth OMR19m ($49.4m), alongside 20 empowerment initiatives aimed at fostering growth and sustainability in the sector, reported the Muscat Daily .

Decentralising cultural growth

Aisha bint Mohammed al Saifiyah, vice-president of the National Investment and Export Development Programme (Nazdaher), had previously emphasised the ministry’s vision to decentralise cultural development, moving beyond the capital to enrich the interior regions of Oman. “Our goal is to attract creative talents and investors to various parts of the sultanate,” she said.

To this end, the ministry has proposed several initiatives, including:

• Jewellery Design Centre in Nizwa : To nurture local artisans and designers.
• Cultural Experience Centres : Planned for Suhar, Bahla, and Nizwa to promote cultural heritage and tourism.
• Virtual Reality Centre in Madinat al Irfan : Focusing on cutting-edge digital and immersive experiences.

These projects reflect Oman’s commitment to fostering a diversified and resilient economy through the arts and culture, aligning with the broader objectives of Oman Vision 2040.

The strategic investment in creative and cultural infrastructure is expected to not only enhance the nation’s cultural footprint but also stimulate economic growth and job creation.

Read: Oman trade deal a priority for India: Reports

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PRESSR: Sur Province, in the Sultanate of Oman, chosen as the Arab Tourism Capital for 2024

The Arab Tourism Organization announced the selection of Sur in the Sultanate of Oman as the Arab Tourism Capital for 2024. This decision reflects the cultural, historical, and geographical significance of this ancient province.

Sur is located on the northern side of Oman’s Eastern Coast, specifically in the South Sharqiya Governorate, about 337 km from the capital, Muscat. Sur boasts a diverse nature that includes stunning beaches and ports that have made it an important maritime center since ancient times, as well as towering mountains and beautiful valleys that offer exceptional tourist experiences.

Sur is considered the cradle of many ancient civilizations and was once a center for maritime trade and shipbuilding. It still houses one of the oldest traditional shipyards, where building a single ship takes two full years. Visitors can see models of traditional Omani ships. The city is rich in archaeological sites dating back to between the third millennium BC and the first millennium BC, reflecting the rich heritage of Oman. Sur also includes prominent historical landmarks such as Al-Rasfa Castle, Al-Ayjah Fort, and Ras Al-Hadd Fort.

Sur has got many tourist attractions to suit different visitors, including the Ras Al Jinz Turtle Reserve, which was declared a turtle sanctuary in 1996, protecting the turtles that come to the shore to nest and lay their eggs. The reserve attracts many tourists interested in seeing the turtles and their nesting sites. The area is also characterized by moderate temperatures during the summer season. 

Sur provides various accommodation options, ranging from hotels and tourist resorts to guesthouses, offering an exceptional experience for visitors.

Sur was chosen as the Arab Tourism Capital for 2024 due to its tourist potential, which has placed it on the Arab tourism map thanks to its rich historical and cultural heritage. This selection will contribute to establishing more tourism projects and improvements that will attract visitors' attention to this historic province.

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Oman to be 'distinguished guest' at Seoul International Book Fair

Oman celebrates ‘distinguished guest’ status at Seoul book fair

Muscat – Oman has been named ‘distinguished guest’ at Seoul International Book Fair taking place from June 26 to 30. The honour coincides with the 50th anniversary celebrations of the establishment of Oman-South Korea bilateral ties.

The sultanate’s participation in the fair will feature an array of cultural programmes and interactive sessions. Omani writers and experts specialising in Oman-Korea relations will lead discussions, highlighting the deep cultural heritage and enduring friendship between the two nations.

H E Sayyid Said bin Sultan al Busaidi, Undersecretary for Culture in the Ministry of Culture, Sports and Youth, said, “Represented by MCSY, Oman is participating in the book fair along with several other government entities such as the Ministry of Information and the Ministry of Heritage and Tourism. This participation aims to open new horizons for knowledge exchange and sharing of experiences between Oman and South Korea.”

He spoke of the longstanding close relations between Oman and South Korea across all levels and in several fields, with significant developments in cultural cooperation. “The participation showcases various aspects of Omani culture, civilisation, and its rich literary, artistic and cultural heritage. This initiative is particularly meaningful as it coincides with the 50th anniversary of diplomatic relations between the two countries.”

He added that the participation aims to strengthen cultural and intellectual communication frameworks, aligning with MCSY’s cultural strategy and Oman Vision 2040 goals of promoting national identity, citizenship and global cultural dissemination.

H E Busaidi highlighted his ministry’s efforts to advance the creative and cultural movement and its leadership in promoting Omani intellectual pursuits.

At the event, Oman will present cultural programmes, including panel discussions with Omani writers and experts on Oman-Korea relations, as well as an exhibition of precious manuscripts aimed at engaging the Korean public.

Oman’s pavilion at the exhibition will feature several distinctive corners, including ‘Omani Publications Corner’ showcasing works from government and civil society institutions such as MCSY, Ministry of Information, Ministry of Heritage and Tourism, Cultural Club, and the Omani Society for Writers and Literati.

Additionally, there will be an Arabic Calligraphy Corner offering live demonstrations, Omani Manuscripts Corner, and Omani Majlis Corner offering traditional Omani hospitality where visitors can learn about customs and traditions.

The pavilion will also highlight Omani cultural elements included in Unesco List of Intangible Cultural Heritage, such as the Omani dagger and Omani coffee, with immersive experiences using VR technology to engage visitors. Visual presentations on cultural and tourist sites across the sultanate will complement the exhibition.

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Oman Building Code to be ready by year end

To enhance building safety standards, the Ministry of Housing and Urban Planning (MoHUP) entered into an agreement with the International Code Council to design Oman Building Code before the end of this year, with five codes being completed in 2025.

ICC is a non-profit standards organisation that creates the International Building Code (IBC) as well as the International Residential Code (IRC) for countries across the world The agreement was based on the extensive experience possessed by the ICC in formulating building codes in various parts of the world. This agreement aims to customise the building code compatible with the environment, topography, geological diversity and terrain of Oman. It is also consistent with the Oman Vision 2040, as the project is among the recommendations of the National Urban Development Strategy.

Dr Hanan bint Amer al Jabriyah, MoHUP advisor, said: “The Omani Building Code is defined as a set of technical, scientific and administrative systems specialised in buildings, based on practical foundations, natural conditions and engineering rules to achieve sustainability, safety and public health.” The building code is based on six sections: the general code, the energy conservation and sustainability code, the code for existing and heritage buildings, the plumbing code, the mechanical code, and the sanitation code.

These codes will be issued in Arabic and English and aim to regulate the buildings sector in Oman. After their approval, they will represent the basic reference for any buildings that will be constructed or renovated in the country.

It will also contribute to the exchange of experiences between the Sultanate of Oman and other countries and provide job opportunities.

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