oman ministry of tourism

Oman reveals ambitious plan to boost tourism

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

12 December, 2021

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Oman travel guide.

Oman is one of the Middle East’s most peaceful and welcoming countries, with craggy mountains, windblown deserts and endless beaches.

During the rule of Sultan Qaboos (1970 to 2020), Oman was transformed from an internationally isolated country with just five kilometres of asphalt road to a peaceful, developed society. It’s now a Sultanate where a modern way of life is juxtaposed with a traditional, welcoming Bedouin culture. Tourist arrivals have doubled in the past decade, with more than 3.5 million tourists visiting in 2019.

Oman is a country of vast, rugged panoramas. Its craggy mountains soar to heights of 3,000 metres. Rub’ al Khali (the ‘Empty Quarter’) is a desert of undulating red-gold dunes, covering 650,000 square kilometres. There are areas of Oman’s coast where you can drive down endless beaches, stopping to camp on a deserted stretch of sand. People take camel rides, 4WD trips and even cycling excursions across these expanses.

The country also has an abundance of luxury lodgings, from five-star desert lodges to mountain hotels with infinity pools facing the peaks. Much of this accommodation is located on the Musandam Peninsula, which is nicknamed the ‘Norway of Arabia’ thanks to its dramatic limestone mountains and deep glassy fjords.

The country also has a fascinating culture. The capital, Muscat, boasts a bustling souq, some absorbing museums and the Sultan Qaboos Mosque – an example of modernist Islamic architecture at its most lavish. The rocky landscape is speckled with ancient defensive forts. One of the most famous is Nizwa Fort, built in the ninth century with an imposing cylindrical tower, a labyrinth of passages and rooms, and views of the mountains from the ramparts. Oman is a compelling blend of the traditional and the contemporary.

TOURISM INSIGHTS: THE MINISTRY OF TOURISM OMAN

The Ministry of Tourism aims to promote Oman as luxury tourist destination. Its vision: to provide efficient and effective services for Oman to become a top holiday and MICE destination by 2040, attracting 11 million tourists annually.

We caught up with Salem bin Adi Al Mamari, Director General of Tourism Promotion, to find out more.

Q&A WITH SALEM BIN ADI AL MAMARI, DIRECTOR GENERAL OF TOURISM PROMOTION

How do you market and promote Oman?

Salem bin Adi Al Mamari (SM):   Oman’s brand creates a united identity for an otherwise very diversified and attractive product. It is our belief that branding has enabled Oman to become and remain an enhanced environment for tourist attractions and investments.

“Beauty has an address…” Oman’s brand strapline, is not a marketing soundbite – it has a much deeper meaning than that. It explains the essence of Oman; four simple words that set us apart from our peers. Beauty is what Oman offers for its residents and visitors. In addition, it encompasses the Sultanate’s ancient history, spirit and pursuit of development. The national brand has also inspired government agencies, communities, organisations and businesses that live, work and engage with Oman.

The bold brand mark is a mélange of the best Oman has to offer. Expertly crafted, the mark draws on a rich and vibrant colour palette which reflects Oman’s natural beauty. It’s inspired by the wonderful diversity that is Oman, such as Arabic calligraphy, marine exploration, local textiles and of course frankincense, which has been at the core of our culture and economy for generations. Looking right to left, the brand mark can be interpreted as the sail of a dhow (purple), the turtle and rich marine environment (marine green), mountain terrain (light blue) and frankincense (light green).

What are your organisation’s current goals?

SM: We have several current important goals. For a start, we wish to increase Oman’s visitors from the GCC and promote Oman as a luxury destination, alongside promoting close cooperation between the government and the private sector.

We also wish to create community awareness, understanding and support for tourism development, as well as enabling more Omani citizens to reap the economic benefits of tourism, either through direct employment, conservation of heritage or investment in communities.

How are you aiming to develop ecotourism in the country?

SM: The Government of Oman (represented by the Ministry of Tourism) is focussed on making sure that tourism develops in an environmentally friendly manner, so that the environment is preserved for future generations.

Nature reserves are distributed throughout the Sultanate of Oman, from the Al Quram Trees Reserve in Muscat governorate to the Land of Frankincense reserve in Dhofar. The experience of watching turtles nesting throughout the night at the Scientific Center and Ras Al-Jinz Reserve in Sur is the perfect scientific tourism experience. It is worth mentioning that the Ras al-Hadd, which is a part of Ras al-Jinz Reserve, is the spot where you can witness the first sunrise in the Arab world every day.

In addition, Oman is a seasonal destination for migratory birds. An estimated 300 species can be seen throughout the year on Masirah Island and other locations. Regular dolphin watching cruises depart from the Musandam governorate in the far north, Muscat, and the Dhofar governorate in the south, while in Al-Wusta governate you can see Arabian Oryx, deer, desert foxes, Nubian and desert cats.

Are there any interesting projects in the pipeline you wish to highlight?

SM: Yes, we have lots of exciting projects. Madinat al Irfan is the result of an exciting ambition to establish a new urban centre within Muscat. Situated near the new Muscat International Airport and enjoying excellent transport connections to the capital area and beyond, Madinat al Irfan will create a new downtown area for residents, businesses and visitors. With Wadi Park as its spine, Irfan will be a city with public space at its heart. Madinat al Irfan will become an exemplar both locally and regionally, providing a model for urban development. Importantly, Madinat al Irfan will also become a catalyst for change in Oman; setting new benchmarks in terms of sustainability and urban design, providing public transport while creating a magnet for business, a centre for tourism and a great place to live and work.

Sultan Qaboos Port is a regeneration initiative that will connect the Muscat of yesterday with the vision of its tomorrow. The existing commercial port will be transformed into one of the region’s primary waterfront destinations and the capital’s tourism and economic gateway. It’s located in the Muttrah district, which has one of the oldest traditional souks in the Arab world. The waterfront will be transformed into a vibrant, active and high-quality public realm, while integrating and the natural historical surroundings and blending the traditional Omani aesthetics and heritage.

Why, in your opinion, should someone visit Oman?

SM: Sharing borders with the UAE to the northwest and Saudi Arabia to the west, Oman is a breathtakingly beautiful country with unique adventures that will captivate travellers. As any tourist can attest, the blend of the old and the new in this part of the world is incredibly seamless.  

Omani people are immensely proud of their ancient, frankincense-trading past as well as their unique traditions and culture. They have a strong sense of identity and love for country. While they preserve their heritage, they also embrace modern ways and new thinking. The capital Muscat, for instance, is home to big shopping malls frequented by many citizens and residents alike. Fancy hotels and restaurants offering a wide range of cuisines, from budget-friendly to the most expensive, have dotted the city.

Also situated in Muscat is one of Oman’s most loved treasures, the must-visit Sultan Qaboos Grand Mosque. Located on the other side of Muscat, Mutrah Corniche offers strollers the stunning view of the lovely seafront. The famed Rocky Mountains are the perfect backdrop for the corniche’s white buildings, mosques, and forts. Nearby is one of Oman’s oldest markets, the Mutrah Souq, where stalls sell frankincense and myrrh, incense burners, silver jewellery, turbans, and traditional lamps.  

What makes the Sultanate stand out are its spectacular mountains, windblown deserts, stunning wadis, and a pristine coastline. Its many old mud hut villages, though most are now abandoned and in ruins, intrigue tourists. Misfat Al Abriyeen is one of the few ancient villages in the country that is still inhabited.

Additionally, Oman provides adventures in the rolling dunes of Sharqiya, the rocky mountains around Nizwa, and the sandy beaches of Sur. Forts and castles are among the country’s popular attractions. Built in 1670, Jabreen Castle resembles a sandcastle established in an oasis of date palms. Nizwa Fort, on the other hand, is popular for its massive circular tower.

The storied Bimmah Sinkhole is another must-visit place, especially for adventurers. Legend has it that the cavernous Bimmah Sinkhole was formed by a meteorite called Hawaiyat Najm, or ‘The Falling Star’. When the limestone rock collapsed in on itself, a 131-foot-wide and 65-feet-deep crater in the coastal desert of Northern Oman with an aquamarine pool at the bottom was revealed.

There are many reasons to visit Oman. Exploring the Sultanate always leaves an imprint on visitors, who, after their unforgettable tour of the country and memorable experience, always come back for more.

What are some of the country’s most unique landmarks?

SM: Our most famous landmark and principal place of worship is the Sultan Qaboos Grand Mosque, created using the finest craftsmanship and materials. Within the Main Prayer Hall, the pulpit overlooks space for a congregation of 7,000 people. They sit on what is considered to be one of the world’s finest Persian carpets in an area illuminated by Swarovski crystal chandeliers, reflecting the appearance of the mosque’s minarets. These minarets act as a reminder of the five key elements of Islam: reciting the Muslim profession of faith; praying five times a day; giving to charity; fasting during the month of Ramadan; and, if possible, undertaking the Hajj pilgrimage to Mecca.

The National Museum is the Sultanate of Oman’s flagship cultural institution dedicated to Oman’s cultural heritage, showcasing Oman’s history from the earliest human settlement in Oman Peninsula some two million years ago to the present day, as well as offering glimpses into our future.

The Royal Opera House is the first of its kind in the Gulf States with over 1,000 seats in its main hall, occupying an area of 80,000 square metres and set among swathes of beautiful landscaped gardens – it opened in October 2011. The design combines modern and traditional Omani styles, boasting impressive decorative lighting and breath-taking sculptures. Musical, operatic and dance performances from local and international artists are staged here, establishing Oman as the classical music epicentre of the Gulf States.

What challenges does the tourist industry in Oman face?

SM: One challenge we face is the instability of the political situation in the Middle East. The limited network of Oman airlines, especially the absence of direct flights from and to the global tourism markets targeted by the Sultanate, is another challenge.

Finally, some local communities do not accept tourism, and citizens are not always interested in working in the tourism sector.

Are you optimistic about the future of the tourism industry in Oman?

SM: Despite the challenges, we remain optimistic. Tourism will bring additional economic prosperity, benefit the people of Oman and enhance its nature and culture. Oman is committed to economic diversification to move away from an oil-based economy. Tourism offers an enormous opportunity for achieving this major objective. Tourism will bring five important socio-economic benefits: increased employment; mobilisation of investment; a contribution to the country’s GDP; development of local economies and tourism SMEs; and improved quality of life and confidence in the future.

As tourism grows, host communities throughout the Sultanate will benefit and their lives will become fuller and more prosperous as they develop new skills, find better jobs and set up enterprises throughout the country.

Tourism will also help preserve Oman’s precious cultural and natural assets and reinforce cultural expression, strengthening the local pride and identity of the Omani population. It will strengthen the national brand, telling the world that Oman is an open, friendly, stable and peaceful place to visit, do business and invest.

MUSCAT IN FOCUS

Oman’s capital, Muscat, offers you everything you could want from a city break – a great dining scene, fascinating cultural attractions and easy access to beautiful natural spaces. Located on the coast, it’s surrounded by beaches. Many of the city’s luxury hotels have oceanfront access – the Al Bustan Hotel’s private beach is the longest in the country, offering opportunities for kayaking, snorkelling and sailing.

In Muscat, you’ll be perfectly placed to find out more about the region’s culture. Head to the National Museum opposite the Sultan’s Palace for interactive, well curated displays about Omani history. Bait Al Zubair is a popular private museum, showcasing Omani handicrafts and furniture in a restored traditional house.

Mutrah is one of the city’s most popular neighbourhoods. Stroll down the corniche, looking at the traditional dhows bobbing in the ocean beyond. You’ll love shopping for souvenirs at the bustling souk, where you’ll find an array of products from across the world – local frankincense, handmade Omani hats, embroidery from Kashmir and Nepalese jewellery.

In the evening, the city’s forts and palaces are illuminated. Enjoy dinner and drinks at one of the city’s many outdoor restaurants, overlooking the ocean.

OUTLOOK RECOMMENDS

For succulent seafood and ocean views…

The Beach Restaurant

For high-end Omani cuisine…

Al Angham Restaurant

For beaches, mountains and minimalist elegance…

Muscat Hills Resort

For luxury surrounded by desert dunes…

Thousand Nights Camp , in the heart of the Eastern Omani Sands, was recently awarded ‘World’s Best Luxury Desert Camp’ at the Luxury Hotel Awards. You’ll stay in deluxe Bedouin tents and experience a mixture of high-class service and authentic experiences, such as music performances and a ‘shua’ meal.

For high-end heritage stays in Muscat…

Hilton Garden Inn Muscat

For superior hospitality in Nizwa…

Al Diyar Hotel  is renowned for its excellent service and comfortable, air-conditioned rooms. It offers two outdoor pools, free Wi-Fi, a cosmopolitan restaurant and a conference centre. It’s located a six-minute drive from historic Nizwa souq.

Oman Airports  is a government-owned company that manages and operates the civil airports in the Sultanate of Oman, providing on-ground services, terminal buildings, cargo buildings, runways, aprons, car parking and other facilities. Oman’s airports connect to 79 cities worldwide and see traffic of 17.7 million passengers.

LANDMARK ATTRACTIONS

Al Hoota Cave

This cave is the only one in Oman developed for tourism; a series of ambiently-lit caverns studded with stalagmites and stalactites. Visitors are transported inside on a narrow-gauge railway and make their way along an 850-metre trail through the atmospheric interior.

Empty Quarter Viewpoint

From this viewpoint, at the beginning of the Empty Quarter, you’ll see a sand corridor with dunes rising up dramatically on either side; their summits undulating all the way to the horizon. You’ll be blown away by  the views of the world’s largest sea of sand.

Sultan Qaboos Grand Mosque

Sultan Qaboos gifted this mosque to the nation after 30 years of rule. It’s an imposing piece of modern Islamic architecture, with golden domes, arches and engraved walls. Inside the cavernous prayer hall you’ll find a gorgeous hand-loomed Iranian carpet, measuring 70 by 60 metres.

Fort Nakhal

This is one of Oman’s most famous forts, built in 1834 during the reign of Imam Said Bin Sultan on the remains of an ancient, pre-Islamic structure. Interesting features include circular towers to hold firm against cannon fire, and spiked doors to prevent being battered open. There are stunning views from the ramparts over the surrounding plains.

Balad Sayt is a small, unspoiled mountain village that sees very little tourist traffic. It’s blessed with a spectacular location in between the mountains of Ad Dakhiliyah and Al Batinah regions. The mountainous location means it attracts adventure tourism fans.

Royal Opera House

The Royal Opera House, located in Muscat, serves as the sultanate’s premier arts and culture organisation. As well as hosting performances from around the globe, it also offers an outreach programme alongside dining and shopping facilities.

Mutrah Souk

This bustling indoor souk in Muscat is the perfect place for people watching and souvenir shopping. Stalls display an array of handicrafts and jewellery from Oman and further afield.

GETTING THERE AND AROUND

Most travellers will reach Oman by flying into Muscat International Airport, the largest and busiest in the country. It operates 71 direct flights to 31 different countries in Africa, Europe, Asia and the Middle East. Passengers from Oceania can reach the country by transiting through Bangkok, while tourists from the Americas can transit through European transport hubs such as London Heathrow and Paris Charles de Gaulle.

It’s possible to travel domestically by air – Oman has airports in Salalah, Duqm, Sohar and Khasab. However, many tourists prefer to hire a car to travel between Oman’s landmarks, taking in the desert landscapes. The Sultanate’s roads are sealed and of an excellent quality, making driving enjoyable.

Oman also has a reliable network of air-conditioned buses, operated by Mwasalat. They travel between and within cities. Many larger towns and cities, such as Muscat, also operate metered taxis.

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Winter tourism in Oman offers unique destinations, experiences

Tourism information

Nakhal Fort, in Al Batinah governorate, offers spectacular views of the surrounding plain.

The sultanate of oman offers rich possibilities for every kind of tourist..

Whether you have 24 hours, three days, a week or several weeks, you can enjoy an unforgettable experience, in safety – certain of a warm Omani welcome.

Whether you’re looking to relax in the sunshine, to explore stunning mountain and desert landscapes or to savour a rich culture and long heritage, Oman can offer you a holiday to remember.

The Khor Al Batah Bridge connects the two halves of Sur.

The ideal time to visit Oman is from September to March, when the climate is a glorious 25 to 30 degrees Celsius.

Even during the summer months (April to September), the climate remains moderate in the Al Hajar mountains and the Dhofar region, a rarity on the Arabian Peninsula, where summer temperatures frequently exceed 40 degrees Celsius.

If you only have time for a short visit, then exploring the capital Muscat can give you a flavour of what Oman has to offer.

Muscat is a unique blend of old and new. The city is one of the greatest examples of harmonisation of Arab traditions and modernisation, thanks to the low-lying white buildings that characterise most of its urban landscape.

Oman's mosques are striking examples of traditional architecture.

Only a short distance from the city centre, crystal clear waters and scenic, unspoilt, sandy beaches stretch out against a backdrop of the dramatic western Al Hajar Mountains that dominate the landscape of the capital.

Attractions in Muscat include historic forts and castles, traditional souqs (markets), various museums (including the prestigious National Museum), the beautiful Sultan Qaboos Grand Mosque and the Royal Opera House. You can see an example of the cultural events on offer at the Royal Opera House by clicking here .

The capital also offers modern shopping malls, a variety of accommodation facilities, including five-star resorts and hotels, and fine dining choices, as well as golf clubs and sports facilities.

Within easy reach of Muscat, you can enjoy fishing, diving, and dolphin watching experiences, and explore wonderful sinkholes, caves and hot springs.

You can find souvenirs and intriguing gifts in Oman's souqs.

The more time you can spend in Oman, the more you will come to appreciate the richness of what it has to offer.

Like its dramatic and varied landscapes, from the rugged beauty of the Al Hajar Mountains with the towering 3,000 metre peaks of Jabal Akhdar and Jabal Shams to the extraordinary beauty of the dunes of the Shariqayh Sands or the infinite calm of the desert in the Empty Quarter in Dhofar and Al Wusta.

The wadis of Oman are a unique feature of its varied landscapes.

In the south of Oman in Dhofar you can experience the tropics in lush landscapes turned green by the Khareef – the seasonal south east monsoon. In the very north, in Musandam, you can experience the “Norway of Arabia”, exploring picturesque fjords where sheer cliffs rise up from clear blue waters.

In many provinces of Oman you can explore its ancient heritage in cities like Nizwa, Sur and Al Rustaq, with visits to historic locations like Bahla Fort, a UNESCO world heritage site, and archaeological sites like Bat with its traces of human habitation 5,000 years ago. You can explore the rich and varied culture that finds expression in traditional handcrafts, music and dance from the mountain top villages of Jabal Akhdar to the Bedouin camps of the Sharqiyah sands.

And there’s a rich and fascinating natural heritage to explore from the oryx of the vast wildlife sanctuary at Hayma in Al Wusta, to the unique sea turtle sanctuaries on the beaches of Ras al Hadd and Ras al-Jinz , through dolphin and whale watching along the coast to the wild birds of Barka province and Masira island, not to mention the parrots of Muscat.

For the adventurous, 4-wheel drive trekking through the desert is a memorable experience.

Wherever you go, you can be assured of a warm welcome and a comfortable stay. Omanis are known for their friendly and hospitable nature, and across the Sultanate there are luxury resorts and fine dining to be enjoyed.

And for those looking for an active, adventurous holiday Oman is a vast playground. From exploring dunes and deserts in a 4WD to mountain trekking and climbing to snorkelling over coral reefs in crystal clear waters, it offers an extraordinary range of possibilities.

Photographs: Ahmed Al-Toqi

You can find out more about visiting Oman here .

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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 bets on China to boost tourism

In a quest to increase the contribution of tourism to its GDP over the next 10 years, Oman is looking to China, the world's largest source market, for outbound travel.

The concentration on tourism is part of Oman Vision 2040, a plan to diversify its economy like its Gulf neighbors Saudi Arabia and the United Arab Emirates.

Industry experts and observers said Oman should consider partnering with reputable companies and using their expertise and experience to better identify its target market within China.

"Oman understands the growing role of China in the region and wants to co-opt itself in strengthening its relations with Beijing," said Mohammed Al-Hajri, a Gulf-China relations researcher at the University of London.

"Obviously there's an element of policy alignment between the two countries."

On the other side, the Muscat-based scholar said, Oman is seeking investments in these targeted sectors, and the potential opportunities that China can provide are appealing to Omani authorities.

The newspaper the Muscat Daily reported this month that the Ministry of Heritage and Tourism was inviting international companies to establish a tourism representative office in China to attract Chinese travelers to the sultanate.

Revamping plans

The move was part of efforts to develop and revamp marketing plans and programs aimed at promoting Oman's tourist attractions through its global offices, the paper said.

Oman hopes to increase the tourism sector's GDP contribution to 5 percent by 2030, double that of 2021. The number of Chinese visitors to the sultanate rose from 44,580 in 2018 to 107,446 in 2019, or 141 percent, the tourism ministry said.

Last year the ministry organized a virtual program, the Oman Tourism China Roadshow, in which it held an online matchmaking event bringing together Chinese buyers and exhibitors from Oman.

Ken Shen, business development manager of Shenzhen Hang Lu Travel Technology Co Ltd, said the Omani tourism representative could look at options such as finding established companies with good reputations.

His company's platform helped issue 500 tickets to the Middle East last month, with 50 tickets issued for Oman, he said.

More content will help more Chinese travelers learn about new destinations such as Oman, he said, and in addition to tourism people are interested in overseas business opportunities. The Omani government has numerous possibilities for increasing the sultanate's presence in China, he said.

In May last year the national travel and tourism operator Visit Oman signed a memorandum of understanding with the Chinese travel and tourism operator Beijing Spring Travel Services to promote the sultanate in the Chinese tourism market.

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Ministry Objectives

​​​For the Sultanate of Oman to be among the leading countries in its national heritage, and one of the best sustainable tourist destinations that tourists visit to experience unique and diverse experiences ​

Promoting the heritage and tourism sectors by applying best practices and increasing the competitiveness of tourism destinations and experiences at the local, regional and international levels

• ​To increase the level of employment of Omani nationals in the sector from the current 37% to 90% by the year 2010.
• To achieve an average annual growth rate for the tourist income by about 7% for the period 2005-2010.
• Brings substantial economic benefits to local communities and residents.
• ​Conserves and protects the natural environment as well as assuring the respect of customs, traditions, and cultural heritage.
• Creates community awareness, understanding, and support for tourism development.
• Promotes close cooperation between the government and the private sector.
• ​To Increase Oman’s Share of visitors to the GCC and increase its recognition as a high-quality tourism destination in its own right.​​

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Oman cancels compulsory French and German classes, introduces Chinese language

The move aligns with the Ministry's goal to expand foreign language education

Dubai: Oman’s Ministry of Education has issued a new ministerial decision abolishing the 13-year-long compulsory teaching of French and German.

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The move, announced through Ministerial Decision No. 192/2024, aligns with the Ministry’s goal to broaden foreign language education by introducing new languages, including Chinese.

The decision cancels previous Ministerial Decisions No. 389/2011 and 129/2022, which established the committee responsible for implementing and overseeing French and German language programs. The tasks and responsibilities of this committee will now be managed by the newly established Foreign Language Curriculum Department within the Department of Humanities Curriculum Development.

Despite the cancellation of compulsory French and German, the Ministry confirmed that these languages will continue to be offered as elective subjects for students in grades 11 and 12 in schools located in the governorates of Muscat, North Batinah, and South Batinah.

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Ministry of Labour achieves 54% of 2024 employment goals

MUSCAT: The Ministry of Labour has reported a significant boost in Oman’s employment landscape during the first half of 2024, reflecting the nation's continued efforts in national employment and Omanization. As of June 2024, the ministry achieved 54 per cent of its employment target across both the public and private sectors, a clear testament to Oman’s strategic approach in creating job opportunities and integrating its citizens into the workforce.

The comprehensive employment plan, which began in January, has successfully resulted in the employment or replacement of 14,074 individuals in total. In the public sector alone, 6,963 people were hired out of the targeted 10,000, while the private sector saw the employment of 7,111 out of the 16,000 planned. These efforts align with Oman’s broader vision of fostering national talent and increasing the workforce's contribution to the economy.

In addition to direct employment, the ministry focused on training programs aimed at enhancing skills and facilitating long-term career prospects. In the public sector, 305 individuals benefited from training programs linked to job placements, out of a targeted 2,000, while in the private sector, 1,107 individuals were trained, contributing to a gradual fulfillment of the 7,000-targeted workforce.

The Ministry of Labour’s proactive measures reflect its unwavering commitment to boosting Oman's economic growth by elevating the quality of the workforce in both government and private entities. The ministry's approach includes a keen focus on the nationalization of jobs across sectors, emphasizing the vital role of human capital in driving the nation’s economy forward. The ministry reiterated that this employment drive is central to achieving the objectives outlined in Oman Vision 2040, which seeks to enhance the country’s global competitiveness.

Highlighting the significance of these efforts, the Ministry of Labour emphasized, "Our work to provide consistent job opportunities is rooted in a deep belief in the value of human capital and strong partnerships with the private sector. By adhering to a structured and methodical national plan, we are not only creating jobs but also contributing to the prosperity of Oman's economy." As Oman progresses towards its goals, the employment plan remains a cornerstone in positioning the country as a leader in sustainable workforce development, ensuring continuous economic advancement and long-term prosperity.

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