Interview: Salim M Almahruqi
Which strategies are being implemented to develop tourism following the Covid-19 pandemic?
SALIM M ALMAHRUQI: Oman Vision 2040 guides policies in heritage preservation, job creation, capacity building and regional development. It forms the basis of the Oman National Tourism Strategy 2040, outlining sustainable tourism goals and priorities.
The success of the khareef (monsoon) season underscores the significance of domestic and regional tourism, attracting over 1m visitors in 2024, including 700,000 within Oman. Strong domestic and GCC visitor numbers enhance the tourism sector’s resilience to external shocks; in 2022 domestic tourism accounted for 68% of the industry in Oman, generating $3.3bn for local businesses and the economy.
To bolster this resilience, we are promoting Oman’s diverse landscapes and heritage sites by developing new attractions like the Oman Botanic Garden, the Oman Across Ages Museum and the world’s longest zipline over water in Khasab. Additionally, we collaborate with the local hospitality and retail sectors to enhance domestic tourism through various campaigns.
How can cultural and UNESCO World Heritage sites be leveraged to attract international tourists without compromising their preservation?
ALMAHRUQI: Oman’s history and heritage are central to our tourism offering. We aim to protect the local culture while developing a diverse, sustainable tourism sector that attracts investment, creates jobs and benefits businesses. Supporting entrepreneurship and empowering communities is essential.
Heritage site development is fundamental for fostering interest, encouraging investment and boosting economic vitality. For instance, Misfat Al Abriyeen and Nizwa have become sustainable destinations, developed by traditional communities and recognised by UN Tourism. These areas allow visitors to engage with culture through local accommodations, art and folklore.
To what extent is sustainability a priority alongside tourism growth in the country?
ALMAHRUQI: There is a commitment to aligning the sector with the UN Sustainable Development Goals and Oman’s ambition to reach net zero by 2050. The aim is to create a tourism ecosystem that prioritises environmental protection and supports local communities, raising awareness of sustainability, decarbonisation and necessary corrective measures. A key initiative is The Sustainable City Yiti, a $1bn public-private partnership that is positioned to become Oman’s first net-zero community by 2040. This development will feature energy-efficient buildings, renewable energy, water conservation systems and green spaces.
Tourism is at a critical juncture, as modern travellers increasingly prefer destinations that reflect their values. Furthermore, institutional investors are prioritising sustainability, highlighting the need for promoting eco-conscious investment opportunities.
In what ways does Oman’s transition toward a diversified tourism sector affect the sultanate’s infrastructure and investment needs?
ALMAHRUQI: The national goal is to attract 11m visitors annually by 2040, focusing on adventure, luxury, eco-tourism, cruises, meetings, incentives, congresses and exhibitions, and sports tourism. Achieving this target will require the development of specialized infrastructure, supported by more than $5.4bn in investment aimed at fostering economic growth and benefitting local communities.
Public-private partnerships are sent to play a crucial role, as evidenced by Oman’s 25-year track record of successful projects such as Al Mouj Muscat and Jebal Sifah. The Oman Tourism Development Company collaborates closely with the Ministry of Heritage and Tourism, and has developed an extensive portfolio that includes five master developments, 29 hospitality assets, as well as five nature and heritage attractions.
