Celebrating World Tourism Day: Oman’s Journey, Achievements & Road Ahead

27 September is World Tourism Day — a day to raise awareness of the value of tourism globally, to recognize its contribution to cultural exchange, economic development, and peace.
As Oman joins the world in marking the day, it’s a good moment to reflect on how far the Sultanate has come in its tourism sector, what challenges remain, and what can be done to achieve Vision 2040 goals.

Oman’s Tourism at a Glance

Key recent statistics (2024 snapshot)

These figures show Oman is increasing its appeal to both international tourists and domestic travellers — a development that helps distribute economic benefits more widely and supports cultural exchange and sustainability when managed carefully.

Achievements & Strategic Moves

Recent initiatives and strategic highlights

1. Vision 2040: Clear national strategy with targets to raise tourism’s GDP share, grow international arrivals, and diversify tourism products.
2. Promoting domestic tourism: Strong 2024 domestic numbers stabilise the sector and spread benefits across governorates.
3. Diversified offerings: Nature, culture, adventure and heritage — Dhofar, Musandam, Al Hajar mountains, wadis and marine reserves are promoted alongside heritage centres.
4. Events & awareness: World Tourism Day activities (e.g. cultural events, maritime heritage festivals such as “White Sails” in Sur) to connect tourism with culture and peace-building.

Challenges

Key barriers that still need attention

• Regional competition: Neighbouring states have aggressive marketing, extensive infrastructure and visa facilitation — Oman needs competitive policies and connectivity.
• Infrastructure gaps: Remote governorates often lack quality accommodation, transport access and tourism services.
• Sustainability & environment: Growth risks (waste, water use, site degradation) must be managed to preserve Oman’s natural and cultural assets.
• Seasonality: Popular destinations (for example Salalah during Khareef) are highly seasonal — diversifying attractions across the year is important.
• Awareness & branding: There is opportunity to raise Oman’s profile in select international markets and to better articulate distinct tourism products.
• Human resources & skills: Quality hospitality and guiding services require upskilling (languages, customer service, safety, interpretation).

The Way Forward: Opportunities & Recommendations

Strategic priorities to accelerate sustainable growth toward Vision 2040

1. Enhanced connectivity: Improve air, road and port links from key source markets; continue to simplify visa processes to encourage arrivals.
2. Regional tourism hubs: Invest in underutilized regions (mountains, Dhofar, islands) with supporting services and responsible infrastructure.
3. Sustainable tourism model: Prioritise eco-tourism, community benefit-sharing, protected-area management and limits where needed to protect assets.
4. Diversify product offerings: Expand wellness, culinary, heritage-trail and marine tourism; create events and festivals to smooth seasonality.
5. Digital marketing & storytelling: Use social media, immersive content, influencers and virtual tours to tell Oman’s authentic story.
6. Partnerships & investment: Encourage PPPs and private investment for boutique hotels, site restoration and remote-area infrastructure.
7. Capacity building: Scale training for hospitality staff, guides and safety standards to raise service quality and visitor satisfaction.

Oman & World Tourism Day: Themes & Relevance for 2025

World Tourism Day themes often highlight peace, cultural understanding and sustainability — topics that resonate strongly for Oman:

• Tourism as cultural bridge: Oman’s history as a trading crossroads and maritime nation positions it well to showcase cultural exchange.
• Promoting peace & mutual understanding: Tourism that shares stories of heritage and welcomes visitors contributes to mutual respect.
• Sustainable development: Tourism can deliver jobs and revenue while protecting environmental and cultural capital if planned responsibly.

Aligning World Tourism Day activity (and the year’s messaging) to themes such as “Tourism for Peace” helps frame tourism beyond numbers — as a force for connection and stewardship.

Conclusion

Oman has made measurable progress: rising domestic travel, growing hotel capacity, stronger international arrivals and a larger economic contribution from tourism.
To reach Vision 2040 ambitions, continued emphasis on infrastructure, sustainability, diversification, regional development and service quality is needed.

World Tourism Day is a reminder that tourism is about experience, stewardship, culture and connection. With thoughtful policy and investment, Oman can continue its trajectory to become an admired global destination — one that benefits visitors and citizens alike.