Omran to set up market for Omani artisans, businesses in Muttrah

Muscat- Oman Tourism Development Company (OMRAN Group) has entered into a strategic partnership with Dar Al Herfya to establish an integrated marketing outlet and incubator for traditional crafts, showcasing the authenticity of Omani craftsmanship while offering an immersive cultural and tourism experience in Muttrah.

 This partnership is set to introduce a modern marketing model for artisanal products, providing tourists with a unique opportunity to explore the Sultanate of Oman’s rich heritage and culture. Implemented in collaboration with the Small and Medium Enterprises Development Authority, the initiative also seeks to empower Omani artisans, support local entrepreneurs, and enhance the visibility of women-led craft businesses. By creating a comprehensive platform, the project will open new avenues for growth and market expansion for heritage and culture SMEs.

Mundher Mudrik al Moosawi, Director of Business Development at OMRAN Group, said, 'This initiative represents a significant step in our ongoing efforts to diversify the Sultanate of Oman’s tourism offerings. By developing innovative tourism experiences rooted in our cultural heritage, we are reinforcing the role of traditional industries as a key pillar of the country’s tourism sector.'

 The marketing outlet will feature five main sections, including a dedicated space for showcasing traditional Omani handicrafts, where artisans and homegrown businesses can directly engage with visitors.
Additionally, the project will include an exclusive section for Omani attire, allowing tourists to explore and acquire authentic garments, as well as a specialized packaging area to preserve the quality and heritage of handcrafted products.
The venue will also house an Omani-themed café, offering an authentic hospitality experience, and a dedicated cultural events space that will host interactive performances and activities, making it a well-rounded destination that seamlessly blends shopping, culture, and experiential tourism.

Zuwaina Sultan Al Rashdi, Founder of Dar Al Herfya, emphasized the broader vision behind the project, stating: “Our goal is to establish a comprehensive marketing platform for Omani artisans, enabling them to promote and sell their products using modern methods while preserving the authenticity of traditional crafts. We also aim to foster cultural exchange between artisans and visitors, positioning Omani craftsmanship as a vital element of the local tourism experience.'

 The project will play a role in empowering artisans through specialized training and capacity-building programs. Between 50 to 75 artisans will be selected annually to showcase their work at the outlet, in coordination with the Small and Medium Enterprises Development Authority. Additionally, the initiative will serve as an educational hub, engaging younger generations with hands-on experiences in pottery and traditional weaving, further embedding Omani craftsmanship into the national identity.