AI, Human Creativity to Boost Oman Tourism

Dr Khalid Hussain
How can generative artificial intelligence (GenAI) support tourism SMEs while human creativity reinforces Oman's image as a global destination? This question lies at the centre of our recent study in the Journal of Retailing and Consumer Services, entitled ‘Human vs AI-generated advertisements: What converts tourists into destination evangelists.’
The article examines how tourists respond to advertisements attributed to human and AI creators, and what leads them to become active destination advocates. It concludes that AI can make tourism advertising more affordable, accessible, and effective, yet human creativity remains essential for building trust and projecting an authentic destination image. These insights are timely as Oman pursues economic diversification under Oman Vision 2040.
Oman possesses considerable tourism potential. The mountains of Al Jabal Al Akhdhar and Jabal Shams, Rimal Al Sharqiya , the heritage of Nizwa, and the landscapes of Dhofar appeal to diverse international travellers. However, attractions alone are insufficient; their value must be communicated effectively to the right audiences. Here, AI may fundamentally alter how Omani tourism businesses compete, particularly SMEs with limited marketing budgets.
Drawing on two experiments with more than 1,000 tourists from the US, the research examined four advertising characteristics: informativeness, credibility, creativity and entertainment. Advertisements presented as human-generated were rated more favourably on all four dimensions than those presented as AI-generated, indicating that consumers still associate human authorship with greater advertising value.
Notably, however, the relationships between these characteristics and tourists' attitudes, self-expression, and advocacy intentions did not differ significantly between the two sources. Thus, despite an initial preference for human-attributed advertisements, AI-generated advertising can still contribute meaningfully to destination advocacy.
These findings carry important implications for Oman's tourism SMEs. A desert camp in Bidiyah or a tour operator in Nizwa may offer memorable experiences yet lack the resources to engage advertising agencies, designers, videographers, or multilingual content creators.
Generative AI can help bridge this gap. Using inexpensive tools, such enterprises can produce promotional visuals, social media campaigns, and messages tailored to international audiences, outputs that previously required substantial investment and expertise.
For instance, a desert tourism operator could develop distinct campaigns for European adventure seekers, GCC families, and young cultural travellers, using AI to translate messages and adapt content across platforms. Restaurants, boutique hotels, and travel agencies could likewise promote seasonal packages and lesser-known destinations beyond Oman. For these businesses, AI is not merely a technological innovation but an instrument of entrepreneurship, market access, and growth. The strategic priorities of larger tourism organisations, however, should differ.
The Ministry of Heritage and Tourism, destination marketing organisations, luxury resorts, and established hotel brands do not merely sell rooms or packages; they shape global perceptions of Oman. Their advertising therefore bears responsibility for communicating Oman's cultural identity, natural beauty, hospitality and authenticity.
Given the advantage human-generated advertising enjoys across all four characteristics, it warrants particular attention from organisations investing in long-term destination reputation.
Professionally produced advertisements featuring Omani communities, traditional hospitality, authentic landscapes, and genuine tourist experiences convey an emotional richness that should not be sacrificed for lower production costs.
Major tourism institutions should therefore prioritise human-led creativity in flagship branding campaigns, while deploying AI to support translation, content adaptation, market segmentation, and advertising optimisation. This approach combines technological efficiency with the authenticity of human storytelling.
Perhaps the most compelling finding concerns why tourists become destination advocates. Self-expression emerged as a stronger predictor of destination evangelism than positive attitudes toward the destination. Tourists recommend places not only because they like them, but also because of what those destinations allow them to express about themselves.
A visitor sharing photographs from Jabal Shams may signal a passion for adventure, whereas one promoting Oman's historic forts may convey an appreciation of heritage. Tourism advertising should therefore move beyond showcasing scenery and invite visitors to imagine themselves experiencing and sharing Oman.
The adoption of AI also entails responsibility. Businesses must avoid unrealistic imagery, exaggerated facilities, or fictitious experiences. Although striking advertisements may attract attention, disappointed tourists can swiftly damage a business's reputation through online reviews and social media. AI should enhance the presentation of authentic experiences rather than create false expectations.
Oman thus has an opportunity to pursue a balanced tourism advertising strategy. SMEs should be encouraged and trained to use AI-generated advertising to reduce costs, extend their reach, and compete internationally, while national tourism institutions and major hospitality brands continue investing in human creativity to reinforce Oman's distinctive identity and global reputation.
The future of tourism advertising is not a choice between AI and human creativity, but a matter of deploying each where it creates the greatest value. For tourism SMEs, AI can open doors that were previously too costly to enter; for major tourism organisations, human creativity can preserve the authenticity that makes Oman worth visiting.