Swiss study tour finds Oman’s quiet depths

From the shifting dunes of Rimal Al Sharqiya to the cool heights of Al Jabal Al Akhdhar and from the historic lanes of Muttrah and Nizwa to the calm of Wadi Al Arbeieen and the coastal town of Sur, Oman revealed itself not as a spectacle to be experienced, but as a story to be listened to.
For a group of Swiss participants on a co-travel study tour, the journey through Muscat and beyond became an exercise in connection — with landscapes, with people and with ideas.
“This format is effective in all countries and contexts because it goes beyond conventional tourism”, said Helene Aecherli, Swiss journalist, researcher and public speaker who curated and moderated the programme.

“An increasing number of people want more than sightseeing and beaches. They want to engage with the country they visit and with its people”.
Helene, who has long described Oman as “one of the most enigmatic countries in the world”, said its beauty is immediately visible, but its social fabric takes patience to understand. “Travellers can easily catch its beauty, but it’s challenging to see how society functions beneath the surface. That’s why it’s important to create bridges — common ground for exchange — and to be curious and knowledgeable enough to know what you are looking for”.

The tour combined geography and heritage with discussions on urban planning, geology, innovative tourism and women’s rights — a recurring focus of Helene’s work. One of the most resonant moments came during an intimate panel discussion and poetry reading hosted in an Omani home, deliberately kept small to encourage openness.
“Personal issues and poetry are more beautiful in intimate settings”, Helene said. “They allow the audience and panelists to truly connect”.
Omani multilingual poet Lubna al Balushi described the gathering as a deeply human encounter.

Moderated by Helene, the discussion brought together Lubna and her sister Laila al Balushi to reflect on work-life balance, career paths and identity. “It created space for dialogue, reflection and meaningful exchange”, Lubna said, noting that poetry readings in German and English transformed the evening into a shared moment rather than a formal performance.
For Helene, poetry and the arts are essential tools of understanding. “They give insight into the emotional world of people — how they see their lives, their surroundings and their time”, she said, adding that emotional openness is key to cross-cultural connection. “But you must also be willing to overcome your own fixed ideas or prejudices”.

The response from Swiss participants underscored a growing appetite for slower, more thoughtful travel. “People today are well informed about geopolitics, society and climate issues”, Helene noted. “They want to explore these questions where they travel — and to connect on a personal level. In the end, you realise you have more in common than you thought”.
Vanessa Bonan, Product Manager, co-travel, said Oman’s culture of hospitality made it ideal for such educational journeys. “With Helene’s regional expertise and network, we were able to meet people in a genuine, unfiltered way — far beyond the surface”.

Participants echoed this sentiment. Barbara Benz-Oss said Lubna’s multilingual poetry “touched my heart”, while Ulrich Benz highlighted the value of private meetings that offered insight into everyday Omani life. Nadja described Oman as “wonderfully diverse, friendly and safe”, noting that the poetry reading left a lasting impression.
For Jasmin Nutt, Managing Director of Al Maamari Tours, the programme exemplified meaningful collaboration. “We combine Omani expertise with Swiss efficiency”, she said. “It was a pleasure to welcome guests on a journey defined by authentic encounters”.
Helene hopes the lasting impression is simple yet profound: “That they fell in love with Oman and the people — and that many will return”.
Pictures by Helene Aecherli