Oman waking up to its true potential

Oman is the third largest country located on the southeast coast of the Arabian peninsular and is the oldest independent state in the Arab world.

Once an empire, it has had its share of power struggles, including with the British and the Portuguese, for influence in the Gulf.

But, since its development of new foreign policy in 1970, the country has turned a corner.

Today, it is one of the more traditional countries in the region. Unlike two of its neighbours, Saudi Arabia and the UAE, it is not about impressive skyscrapers and huge shopping malls but more about authentic culture and tradition – something the government wants to maintain even as the country develops.

With the ministry of tourism and Oman Air working hand-in-hand, Oman is already making its presence known to the world.

“Oman is a relatively new entrant to world tourism but it’s already making an impression in many markets,” said director-general Ali Khaburi of the ministry of tourism.

“Based on studies on how to best nurture tourism, the ministry was formed by royal decree in 2004, followed by Omran – the Government’s lead agency for tourism development – in 2005. This structured approach is intended to facilitate a managed approach to industry development, particularly to avoid a situation where tourism demand exceeds the capacity to provide a quality visitor experience that showcases Oman’s attributes, natural and cultural values.

“At the same time, the government divested its interest in Gulf Air in favour of a greater stake in Oman Air, so the airline could transform from a regional to an international carrier.

“There is also a focus on taking a responsible approach to sustainable development. Aviation reforms have enabled Muscat to become a gateway to the Gulf, as it was for thousands of years a major port for the maritime silk trade.”

As with other countries in the region, oil is the mainstay of the economy but the country is a modest producer. While fishing and agriculture remain major sources of income, tourism is fast becoming important to the country’s economy.

Oman is boosting its profile in the coming year with new awareness campaigns. Its focus is to ensure visitors experience an authentic Arabia and have the opportunity to see its beautiful landscapes and natural environments.

“Oman is untouched land. You can see true Arabia here,” said Khaburi. “We have vast unspoilt beaches, valleys, mountains, and sand dunes. We can offer the tourist a diverse option of activities, from trekking in the mountains to camping in traditional Bedouin style in the desert.”

And, while visitors to Oman will see the odd western brand, they will also pass by remote villages, picturesque date farms , and frankincense groves.

Khaburi added: “ We are in easy reach of the Gulf’s mega hubs, or visitors can fly non-stop to Oman with Oman Air, which now offers business class stop-overs. Experienced travellers to the Gulf should consider using Muscat as a gateway and enjoy our hospitality at the same time.”

Muscat is Oman’s burgeoning capital with forts, palaces, the old walled city, museums, traditional souks, and beaches. It also has some great restaurants offering a range of international cuisine, including fish restaurants serving fresh catch of the day.

Development has long been improving with hotels and resorts in Muscat, as well as other projects including its new convention centre aimed at bringing in more business travellers.

“Our state-of-the-art Royal Opera House Muscat opened last year. It is not just a landmark in Oman but in the entire GCC as it is the only opera house in the region,” said Khaburi. “Already we have a list of the best opera singers in the world who will perform here.

“In 2014 we will also see the opening of the Oman Convention and Exhibition Centre that will enable us to bid for internationally significant business events. It will accommodate 3,000 delegates and include four hotels with a 1,000-room capacity. These kinds of developments open new segments for Oman and allow activities to take place in summer, traditionally a quiet time for us.”

While Oman has blue-skies all year round it can be hot in desert cities such as Muscat during the summer. The coolest time to visit is after September.

But Oman has a secret up its sleeve – the city of Salaha. Located in the Dhofar region, this is Oman’s second major city and is dominated by mountains, valleys, and the Arabian Sea. It’s lush with greenery and shrubs and offers a cool alternative away from the dry desert heat.
Oman’s tourism performance has been remarkably good in the last few years – proof that travellers are discovering this friendly country. The years 2009 and 2010 saw arrivals growth to Oman of five% and 18% respectively.
For the year ending July 2011, IATA data shows total passenger arrivals to Muscat International Airport increasing to 2.23 million, up 15% over the same period in 2010.

“The highest growth is from Italy (60%), UAE (31%), Germany (22%), France (14%) and The Netherlands (eight%),” said Khaburi. “Our performance has been helped by strong growth in domestic tourism made possible by sustained economic growth. More Omanis are travelling around Oman, visiting family and exploring new destinations. This year we saw a jump in visitors to regional destinations like the Hajar Mountains and to Dhofar for the Khareef and Eid holiday.”

The future of tourism in Oman is looking very positive and the ministry of tourism is continuing to build on its brand.

“Our strapline is: Beauty has an address – Oman. We have led the roll-out of Oman’s brand mark since its launch in mid 2008 and we are now seeing the benefits of this,” said Khaburi.

“We are in a strong position, although on-going global financial problems will have a negative impact on medium and long-haul markets. We have seen some cancellations from Europe but we expect these will be offset by new business from the Swiss and Russian markets that will open with the start of Oman Air services. Also, Oman is seeing more services from low-cost carriers and this will stimulate leisure travel from the Gulf and India. Cruise ship arrivals are also on the way up.

“Additionally, around 1,000 new hotel rooms will come on to the market, including the Salalah Beach Resort at Salalah, adding to the recently opened City Seasons Hotel and the Sifawy Boutique Hotel about 60km east of Muscat.”

Khaburi said that Oman is not in competition with any of its glitzier neighbours and that it is an individual country offering a different mix of segments.

He explained: “We think Oman has a unique offering. We work to position Oman in the international market as the destination for an authentic Arabian experience that is made more special by our rich cultural heritage and diverse landscapes and environmental diversity. We want people around the world to think of the sultanate as a young, progressive and outward looking country that is special. It’s a peaceful and culturally rich destination with year-round attractions.”