It all began with a chance meeting in Africa. João Santos, a seasoned wellness practitioner from Portugal, was introduced to an Omani official during a visit to a safari resort where he had been offering his specialised treatments.
The connection sparked something more than a brief encounter. That same Omani wellness enthusiast extended an invitation to João to visit Oman—and while the initial trip was a short, tourist-driven escape to Muscat, João decided on a quick detour to the mountains. It would be a fleeting visit to Jabal Akhdar that would later become a turning point.
“I came up the mountain just for a few hours, really. But something about it stayed with me,” João recalls. “The nature, the silence, the view—it was very different from the other places I’ve practised. I didn’t think I’d return, but here I am.”
Back then, João had no idea he would be invited again—this time to share his wellness philosophy with a new audience in Oman.
With more than two decades of experience and a globe-trotting career that has taken him through 17 countries, from Sweden to Seychelles and Malaysia to the Maldives, João’s approach to wellness has evolved into something truly unique. Rooted in European anatomical knowledge, but layered with techniques from across Asia, he has developed his own style—an East-meets-West dry massage therapy that focuses on healing without oils, offering an alternative to the more commercial spa routines we're accustomed to.
A Place Ready for Wellness Evolution
“Oman is a surprise,” João says with a quiet smile. “The landscapes are dramatic, the culture is deeply respectful, and there's a kind of openness here. The facilities I’ve seen are exceptional—complete, well-designed, and ready to be placed on the global wellness map.”
He believes the country is uniquely positioned to cater to wellness tourism, especially for those seeking something more grounded in nature rather than the towering glass buildings of a metropolis.
“People travel for wellness now,” he explains. “But not everyone wants a hyper-commercial experience. Oman, with its quiet beauty and untouched nature, offers the perfect backdrop for mindful healing.”
Redefining Massage: A Return to Its Original Form
One of João’s missions during his stay is to educate clients about the roots of massage. And it begins with a simple idea: massage wasn’t always oil-based.
“Most people are surprised when I say this,” he admits. “But historically, massage was dry. That’s the original form.”
Centuries ago in China, the traditional technique known as Tui Na was developed—completely dry, performed over clothing, and aimed at treating real physical ailments. From there, the practice journeyed to Japan as Shiatsu, to Thailand with its iconic stretching-focused Thai massage, and eventually to India, where Ayurveda introduced the use of oils. It wasn’t until the 18th century that Swedish massage, which popularised the use of oil for gliding strokes, brought a new dimension to the experience.
“In modern media, we see images of a person with oil running down their back, lying motionless in perfect peace. It’s appealing, but it’s not always effective,” João explains. “Dry massage—what I practise—goes deeper. It addresses things like sciatica, stiff necks, and chronic pain. And it can be done with clothes on, which, in many cultures, makes people feel more comfortable.”
Creating a Niche in Oman’s Wellness Scene
João’s treatments are a blend of these ancient traditions with modern anatomical precision. At Jala Spa & Wellness at the sprawling complex of Hotel Indigo Jabal Akdhar, he integrates Shiatsu, Tui Na, Thai massage, and Western trigger point therapy into a seamless session that’s personalised, therapeutic, and deeply restorative.
This form of massage, he argues, is not only effective—it is ideal for Oman’s culture and climate.
“Many people here may feel shy or hesitant about oil-based treatments. With my method, they don’t have to undress. It’s fully adaptable. And the feedback I’ve received has been overwhelmingly positive.”
During his limited one-month residency, João is working with the property wellness team to offer bespoke treatments, while also helping shape future wellness programming that could position Oman as a serious contender in the global wellness tourism market.
The Future of Wellness in Oman
According to João, what Oman needs now is vision and consistency.
“You already have the infrastructure. The spas are beautiful, the mountain resorts are perfectly suited. But now it’s about bringing in the right people, curating visiting practitioners, and educating the market about what true wellness can be.”
He advocates for curated calendars, targeted experiences, and storytelling that highlights Oman’s unique value—nature, heritage, and authenticity.
“Wellness isn’t just a trend. It’s about quality of life, and Oman has all the elements to offer something truly world-class.
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