Tourism diplomacy – driving economic growth
Oman often promotes itself as a tourism destination with the slogan “Beauty has an address”.
Recent developments suggest that it’s an address that’s really starting to make its mark on the world map.
Tourism has long played an important part in Oman’s economic development, but now the sector is set to reach new heights.
BMI, a market research company, predicts that more than five million visitors will arrive before the end of the year drawn by the climate, landscape, the growing number of tourist attractions and the legendary hospitality of the Omani people.
The surge is being supported by a global effort from the Foreign Ministry to raise the Sultanate’s profile as a unique tourism destination.
On a visit to Oman’s large stand at the Berlin International Tourism Exhibition in March, Foreign Minister Sayyid Badr Albusaidi said tourism was one of the pillars of the country’s sustainable economic development plan.
He added that Oman offers a unique and attractive tourism experience that combines modernity with ancient cultural heritage, stunning natural landscapes and generous Omani hospitality.
Speaking at the same event, Heritage and Tourism Minister, Salim bin Mohammed Al Mahrouqi, added that major investments were being made in Oman’s tourism sector. He said vibrant new destinations are under development to add to those already established across the Sultanate.
“Supporting this is a range of tourism-friendly legislation including the easing of visa requirements, an ecosystem of investor-driven initiatives, empowerment of local communities, a measured marketing strategy and heritage and cultural components of uncompromising authenticity,” he added.
Around the world Oman’s diplomats are working to help deliver the goal of boosting Oman’s tourism to create jobs and generate income.
Last summer His Majesty appointed the Sultanate’s Ambassador to Spain, Omar Alkathiri, as its Permanent Representative to the United Nations World Tourism Organisation.
UNWTO promotes tourism as a driver of economic growth, inclusive development and environmental sustainability, offering leadership and support in advancing knowledge and tourism policies worldwide.
In March Oman's Foreign Ministry, announced details of the second Oman Golf Trophy 2024.
This follows on from the success of the inaugural Oman Golf Trophy, a diplomatic initiative held in partnership with the public and private sectors in Italy and the Sultanate.
In April, Oman signed a tourism agreement with Sri Lanka. It aims to boost tourism exchanges, increase participation in visitor activities and coordinate efforts between the authorities in both countries to ease travel procedures.
Oman’s Ambassadors to Indonesia and Brazil have also recently held cooperation meetings with tourism ministers.
This diplomatic effort and Oman’s ever widening range of attractions puts the Sultanate on course to meet the longer-term goal of attracting 11 million tourists annually by 2040, a central objective of Oman's Vision 2040 Strategy.
The strategy focuses on the Sultanate’s tourism attractions as well as its culture and heritage legacies to present Oman as a must visit destination to the world.
A key priority of Vision 2040 is sustainable investment in heritage, culture and the arts to contribute to national economic development.
Most of Oman’s visitors arrive from GCC countries but the latest data from the National Centre for Statistics and Information also highlights a rise in numbers from India and Europe.
In February 2024, 227,000 GCC nationals visited Oman, up by nearly a third from last year.
In the same month, Oman welcomed more than 95,000 tourists from Asia with Indian nationals comprising the majority at 89,000.
The number of European visitors was up a remarkable 33.5 percent at more than 130,000. Germany led the way with 40,000 visitors followed by Italy with 29,000.
The total of 434,000 visitors generated revenue of OMR 52 million for the 3, 4 and 5 star hotels where they stayed.
A report published in March by BMI, a research company specialising in macroeconomic market analysis, said Oman was on course to achieve its tourist targets with robust growth expected in the medium term.
It forecast an average year-on-year growth of more than 20 percent between 2024-2028 reaching 10.8 million arrivals by 2028. The increase will be driven by key markets across the GCC, Asia-Pacific and Europe, it said.
Government initiatives continue to make that growth achievable. Nationals of more than 10o countries are already exempt from entry visas for stays of up to ten days in line with national efforts to promote tourist services and ease entry restrictions.
“Low barriers to entry, coupled with high household disposable incomes in the region, will drive demand for experiential products and services,” BMI’s report said.
Among the latest new tourist attractions in Oman is Safari World – the country’s largest zoo, spread across more than 280,000 square metres and home to more than 2,200 animals from 400 different species.
Visitors to the site in Ibra, can see tigers, alligators, zebras, lions, deer and indigenous species like the Arabian oryx.
Safari World is the latest addition to Oman’s ever-growing list of major attractions. The Royal Opera House Muscat, which opened in 2011, has established itself as an international centre of excellence for classical music and opera.
It forms the centre piece of the capital’s architectural marvels including the Sultan Qaboos Grand Mosque, the National Museum and the Majlis building.
They will soon be joined by the Oman Cultural Complex, an OMR 148 million (380m US Dollars) development in Muscat that aims to celebrate Oman’s traditions in the context of its contemporary culture.
The beauty of Oman’s natural landscape is another reason why visitors choose the Sultanate. Thanks to its long coast, tourists can enjoy snorkelling, dolphin watching, deep diving and sunset watching.
Masirah Island in Al Sharqiya, the largest island in Oman, is perfect for bird watching and spotting rare marine species. It is also one of the best destinations for windsurfing, water skiing and diving. Kiteboarding competitions on the waves are also increasingly popular on the Island.
Beauty in Oman does not just have one address but many, many addresses.