Attract the flow and not spoil the show

For Oman, sustainable tourism is not an empty slogan but rather a concrete road map to preserve its unique culture, maintain its natural and historical wonders, and provide livelihood to the people.

For centuries, travellers and tourists have been able to relish the pristine nature of Oman due the plethora of policies and legislations by the government of Oman to protect its environment from the risks of overtourism.

That the world is watching the transformation of Oman as a sustainable destination is evident from the praise by the senior official of United Nations World Tourism Organisation (UNWTO).

Any tourist or observer of the tourism sector in Oman will see Oman is among the main countries that strive to achieve tourism development in its sustainable sense. While some believe that the country is slow to achieve this, the steps taken in the country are quite appropriate to avoid the negative impacts on Omani society.

This prudent approach will ensure the sustainability of the country's natural resources and ensure jobs for Omani youths.

Oman seeks to systematically implement sustainable development goals in cooperation with private-sector institutions and civil society through its various sectors, specifically tourism. This goes in line with the 10th Five-Year Plan as well as programmes such as the National Tourism Strategy (NTS) 2040 and The National Programme for Enhancing Economic Diversification (Tanfeedh).

The Tenth Five-Year Plan (2021-2025) is significant as it is the first executive financial plan of Oman Vision 2040. It will serve as the cornerstone and springboard to achieve fiscal balance and sustainability, economic diversification and growth.

The government has identified tourism as a key feature to help reduce Oman’s reliance on oil-based revenues. The NTS plans to increase visitors to the country by more than 400 per cent, from 2.6 million in 2015 to 11.7 million in 2040. They also included a target to increase the percentage GDP revenue related to tourism from 2.6 per cent to 6 per cent. The scheme also intends to add more than half a million jobs by 2040 to the tourism industry, 75 per cent of those to be filled by Omani nationals.

Another NTS target is to expand and diversify accommodation across the country. It aims to increase the number of rooms to 80,000. All this is not without environmental costs. While investments are no doubt important for economic growth businesses must note that without an environment there is no tourism.

Oman has been actively promoting sustainable tourism practices to preserve its natural beauty while accommodating growing tourist numbers. Efforts include eco-friendly accommodations, conservation programmes for marine life, and initiatives aimed at protecting cultural heritage sites. These measures not only enhance visitor experiences but also ensure that tourism development aligns with environmental sustainability goals.

Given its favourable climate during winter months combined with rich cultural offerings and natural beauty, Oman indeed has great potential for tourism during this season.

As global travel trends continue to evolve post-pandemic towards more experiential travel focused on nature and culture, Oman stands poised to attract a growing number of visitors seeking authentic experiences away from crowded tourist hotspots.

While continuing to push investments in new airports, roads, resorts and hotels, stakeholders must not forget the impact on biodiversity and Oman's ambitious goal to achieve net zero goals by 2050. The praise of UNWTO bestows more responsibility on the tourism sector to live up to its expectations on sustainable practices.

As the world moves more towards more experiential travel focused on nature and culture, Oman stands poised to attract a growing number of people seeking authentic experiences away from crowded tourist hotspots. The challenge is to attract the flow and not spoil the show.