Interview: Ahmed bin Nasser Al Mahrizi
In what way is strategy being developed to better promote Oman’s tourism offerings abroad?
AHMED BIN NASSER AL MAHRIZI: The OTS provides a structured and comprehensive roadmap for future growth, from now until 2040, ensuring tourism’s importance to the economy. The OTS is based on two fundamental pillars: tourism clusters and unique experiences. Under the OTS, we will be creating geographic tourism clusters, which will include a wider variety of destinations and experiences for different categories of tourists, with the goal of encouraging extended visits and greater engagement with the country’s culture and natural sites. Beyond visitor numbers and contributions to GDP, by 2040 the OTS will also add more jobs to the sector – particularly for Omani nationals – and create opportunities for new small and medium-sized enterprises in the industry.
How is the Ministry of Tourism (MoT) encouraging private sector participation?
AL MAHRIZI: Whilst the OTS offers clear strategic directions and defines tourism products and visitors segmentation, the cluster master plans, currently being developed, will provide clear operational opportunities for private sector participation. The master plans will define the tourism attractions to be enhanced, renovated or created, while the tourism clusters themselves will attract a large number of diversified investment stakeholders with clear development objectives.
In addition to high-end tourism, what else is on offer for visitors, and where does this fit into the OTS?
AL MAHRIZI: The OTS focuses on three broad categories of tourists: overnight visitors (regional and international), same-day visitors and domestic tourists. With the accelerated pace of infrastructure development witnessed in the last few years, more and more nationals are getting to discover their country, while regional and international tourists are also becoming more aware of Oman’s unique touristic offerings. From high-end luxury trips to adventure tourism, special interest groups, sports and leisure visitors, and culture and history enthusiasts, the OTS addresses all niches within the cluster configuration, as well as the number of unique and distinctive experiences to be promoted.
What is being done to streamline administrative procedures for those involved in the tourism sector?
AL MAHRIZI: The National Programme for Enhancing Economic Diversification (Tanfeedh) was created in 2016 with the aim of defining non-oil sectors that could be developed for the benefit of the economy. One priority non-oil sector was identified as tourism. In turn, several initiatives were set for immediate implementation. At this stage, those initiatives are being focused on by teams looking at the public and private sectors. The streamlining of procedures and intra-government coordination are considered key to the success of Tan-feedh initiatives, and considerable efforts have already been made in order to achieve them.
How important are marketing efforts in the context of developing the tourism sector?
AL MAHRIZI: Given intense global competition, it is very important to brand Oman, particularly as a tourism destination. Countries around the world have increasingly understood the importance of the role of their global image in attracting infrastructure and investment players. However, it should be kept in mind that building a nation’s brand equity requires time, funds, and a sustained long-term effort. The MoT’s marketing strategy is working towards the aim of promoting Oman internationally and, in doing so, spreading the benefits of tourism across the Sultanate of Oman. The ministry’s portfolio of marketing activities showcases Oman as a preferred destination for leisure, meetings, incentives, conferences and exhibitions, and investments. The MoT will lead marketing efforts to position Oman as a premium destination for an authentic Arabian experience.
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