Friday 10 / May / 2024
MUSCAT: In the heart of the Middle East, where tradition meets modernity, Oman stands out with its enchanting landscapes and rich heritage.
Spearheading the nation’s emergence as a premier global travel destination is Omran Group, committed to transforming the Sultanate of Oman’s tourism landscape.
In an exclusive interview with Times of Oman, CEO Hashil Al Mahrouqi spoke of the ambitious vision in line with the National Tourism Strategy, marking a new era of prosperity and opportunity for Oman’s youth.
Under the guidance of the Ministry of Heritage and Tourism, OMRAN Group plays a crucial role in Oman’s tourism evolution.
Al Mahrouqi, at the helm of this transformation, highlighted the remarkable progress in Oman’s tourism sector, proudly noting tourist arrivals have impressively surpassed pre-pandemic levels, jumping from 2.5 million in 2019 to 2.9 million in 2022.
This surge is a strong indicator of the sector’s rapid recovery. “We’re not just bouncing back; we’re setting new benchmarks,” he asserted.
“This uptick in tourism has significantly boosted local employment, aligning well with Oman Vision 2040 job creation goal,” he added. Al Mahrouqi spoke with a passion that reflects the Group’s dedication. “Our primary goal is not just to attract tourists but to build a sustainable future for our youth,” he stated.
This strategic shift demonstrates the country’s resilience and attractiveness as a tourist destination.
In 2023, the tourism sector began its recovery phase post-pandemic, witnessing a notable shift in visitor preferences. This change has prompted Omran Group to recalibrate its business focus, moving beyond traditional hospitality services.
“This year, we’ve pivoted towards creating unique, memorable experiences for our visitors,” Al Mahrouqi explained.
“While accommodations remain vital, our vision for the next five years is centred on diversifying our offerings to cater to evolving traveller demands.”
Al Mahrouqi emphasised Omran Group’s dedication to significant investments in key projects and developments.
This strategy involves strengthening partnerships with globally recognised brands in tourism and hospitality. Among Omran Group’s notable upcoming ventures are the Nikki Beach Resort & Spa Muscat and the completion of Madinat Al Irfan East’s first phase.
Additionally, the Group is advancing projects like the Bassah Beach Park in Musandam Governorate and the Eteen Camping Park in the Governorate of Dhofar, among other forthcoming initiatives.
Further underlining this growth, a report from international firm BMI, a Fitch Solutions Company, reveals that from January to May 2023, Oman saw 1,548,630 visitors, a 95.1 percent increase compared to the same period last year.
According to BMI's analysis, 2023 is set to welcome 3.5 million international tourists to Oman, marking a 20.8 percent annual increase from 2022.
Moreover, the average annual tourist influx for the period from 2023 to 2027 is expected to grow by 7.4 percent, indicating sustained growth in the nation's tourism sector.
OMRAN Group's recent participation in the World Travel Market (WTM) 2023 in London was a pivotal moment. The event led to significant partnerships, including Memorandums of Understanding (MoUs) with international groups like the Barceló Hotel Group and Ras Al Khaimah Tourism Development Authority.
“These partnerships are more than business deals; they're a gateway to global markets and a testament to our growing influence in the international tourism arena,” Al Mahrouqi elaborates.
In addition to these collaborations, OMRAN Group is focusing on human capital development. Initiatives like #IAmTourism and the Najm Initiative were launched in 2023 to enhance skills and create a workforce ready to meet the demands of the burgeoning tourism sector.
“Investing in our people is investing in our future,” says the Group’s CEO.
“Through our partnership with Global Travel & Tourism Partners (GTTP), we are bringing world-class educational content in travel and tourism to Omani students. This year, over 100 students from Muscat schools are partaking in our pilot e-learning programme.”
Al Mahrouqi reiterates OMRAN Group's commitment to Oman's youth and the national vision for 2040. “Our journey is not just about enhancing tourism; it's about creating a legacy of opportunity and growth for generations to come,” he concludes, his optimism for Oman's future as radiant as the country's famed landscapes.
