Oman’s ‘Authentic Arabia’ concept wins Swiss praise

A group of 14 travel agents from Switzerland and Germany has returned from a week-long familiarisation trip across Oman, praising the country’s cultural richness, natural diversity and warm hospitality.
The itinerary, organised by Swiss tour operator Holiday Maker Tours AG in collaboration with Oman-based Zahara Tours, took the group across key destinations including Muscat, Al Hajar Mountains, Nizwa and the Rimal Al Sharqiya, offering firsthand exposure to the country’s growing tourism infrastructure.
For many participants, it was their first visit to Oman - and one that reshaped perceptions of the region.

“Oman gave us a very warm welcome right from the moment we arrived,” said Angela Diethelm, Managing Director, diga reisen. “From the mountains to the desert and the coastline, every part of the journey offered something unique, but what stood out most was the hospitality of the people.” The group stayed at a selection of luxury and boutique properties across Al Jabal Al Akhdhar, Nizwa and Muscat, reflecting Oman’s growing positioning as a destination that blends cultural depth with high-end hospitality.
At the heart of the visit was a growing interest in Oman as a stable and experience-driven destination for European travellers seeking authenticity beyond conventional tourism circuits.
Philippe Raselli, owner of Holiday Maker Tours AG, said Oman continues to distinguish itself in a competitive regional tourism landscape.

“What makes Oman particularly special is the balance it has achieved between tourism development and the preservation of its cultural identity,” he said. “Within a single journey, travellers can experience mountains, deserts, coastlines and historic towns, all while enjoying excellent hospitality.” Philippe said demand among Swiss travellers is increasingly shifting toward meaningful, tailor-made experiences.
“Today’s clients want more than sightseeing,” he said. “They are looking for cultural encounters, personal stories and authentic moments - and Oman delivers that very well.” He added that self-drive itineraries and multi-region journeys are becoming more popular.

Even luxury travellers, he noted, are now seeking a blend of comfort and cultural depth.
“Oman allows travellers to combine both without compromise,” he said.
The itinerary also included visits to key cultural landmarks such as Nizwa Fort and the Oman Across Ages Museum, alongside hotel inspections designed to showcase the country’s evolving tourism offering.
Agents said the experience provided a clearer understanding of Oman’s positioning in the global travel market.

Angela described the journey as “a complete experience of landscapes, culture and hospitality rolled into one.” “We travelled from mountains to desert to sea, and each place felt different,” she said. “But what stayed with us most was the warmth of the Omani people.” Tour operators say such familiarisation trips are increasingly important in shaping European perceptions of Oman, particularly in markets where awareness of the destination is still growing.
Philippe said firsthand experience remains the most effective form of promotion.

“Once people visit Oman, their perception changes completely,” he said. “They return home with a very different understanding of the country.” As Oman continues to expand its tourism infrastructure and international connectivity, operators believe the country is well placed to attract growing interest from Europe’s experience-driven travel segment.
“Oman is not just a destination we sell,” Philippe said. “It is a destination we believe in.”