Visit Oman redraws strategies to navigate global challenges

MUSCAT:  With the ongoing geopolitical crisis expected to significantly impact international tourist arrivals to the Sultanate of Oman, Visit Oman, the national digital travel operator, is redrawing its strategies to focus on new source markets.

Speaking to the Observer, Shabib al Maamari, Managing Director of Visit Oman, said, "We do not have a forecast for the year, but we are being extra flexible because the situation is still not stable or clear. Our focus right now is on domestic and regional tourism through our experience partners."

Visit Oman is the digital national booking gateway that seeks to connect tourists and travel trade partners from all around the world with local tourism providers in Oman.

Oman attracted over 4 million tourists last year, but arrivals are expected to be affected this year. The tourism market relies heavily on destination perception, which volatile, unpredictable regional developments have impacted. While Oman itself remains unaffected, countries cannot be viewed in isolation, and travel advisories issued by some nations have not helped.

"Travel and tourism will bounce back in huge numbers, as we saw post-Covid-19 at the start of this decade. However, we always need to keep Plan B and Plan C in mind—even during Covid, as soon as travel restrictions eased slightly, people started traveling again," Al Maamari said.

"People are genuinely interested in our region, and we will find ways to attract them and ensure they feel safe and welcome," he added.

He noted that the Visit Oman team successfully launched a stopover program supported by the Ministry of Heritage and Tourism (MHT). "We already have around 5,000 confirmed bookings for the program, which started in June and will potentially run through March 2027. I believe it holds great growth potential, and these are the initiatives we are focusing on at the moment."

While cruise tourism is expected to be affected by navigation-route issues and high insurance premiums, it accounts for only a small share of Oman's inbound arrivals.

Instead, Visit Oman is prioritising domestic tourism through campaigns targeting citizens, residents, and visitors from neighboring countries traveling by land. "These GCC countries are within a 40-minute flight radius, allowing citizens and residents to visit the Sultanate of Oman for a short stay or a weekend vacation," Al Maamari explained.

NEW SOURCE MARKETS

Given flight disruptions and high airfares, Visit Oman is shifting its focus eastward, with India being the primary target market. "Our focus markets also include Malaysia, Thailand, China, and Indonesia, especially through our stopover programs," Al Maamari said.

"We are in talks with operators to explore further opportunities in the Indonesian market. We want to understand their preferences and requirements so we can develop tailored products in collaboration with our suppliers."

AFRICA

"We are open to the African market, but we are being cautious not to overextend without proper resources. Marketing budgets are managed by the Ministry of Heritage and Tourism, which is a key factor when targeting any new source market. Entering a new market with zero marketing budget makes it difficult to attract tourists or convince operators, as they immediately ask about marketing support."

FLIGHT CONNECTIVITY

"The most critical enabler is direct connectivity. The moment we have a direct flight, that destination becomes a serious source market. From there, we can work with partners to develop products tailored to those travelers. This effort is always led by the Ministry of Heritage and Tourism, and we follow their lead," Al Maamari said.

"We have a strong partnership with Oman Air and are expanding our collaboration with SalamAir. However, we are not limiting ourselves to local carriers; we maintain strong relationships with several international airlines. Before the end of this year, we will announce a major partnership with a regional airline to boost tourism to Oman through scheduled services."

DISTRIBUTION BEYOND TRAVEL PLATFORMS

"Historically, travel agents and tour operators handled packaged tourism products. Over the past five years, we have connected with these digital platforms to push Omani products directly. Now, we are expanding to partner with banks, telecom companies, and corporate entities through their loyalty programs. By integrating our products into their apps and technologies, we offer Oman travel experiences as a redeemable option for loyalty points."

NICHE TOURISM

"We are committed to responsible tourism. When we talk about niche markets, we do not mean anti-mass tourism; rather, we focus on offerings unique to Oman that give us a competitive edge over our neighbors, who have done a phenomenal job in their own right."

ALTERNATIVE ACCOMMODATIONS

"Following Omran's acquisition of a 10% stake in the UK-based company 'UnderTheDoormat,' we have enhanced guest experiences within Integrated Tourism Complexes (ITCs). We are now working with the ministry to expand options outside ITCs to accommodate diverse traveler needs—especially large families seeking spacious apartments or farmhouses not typically offered by hotels, or destinations lacking hotel coverage but offering high-privacy accommodations."

LICENSED PROPERTY OWNERS

"We are offering property owners the opportunity to work with us, provided they register and leverage our technological platform. This is a rapidly growing segment, with short-term rentals accounting for 20% of all accommodation bookings in Europe last year. However, visitors should ensure they book licensed properties to guarantee accountability and service quality," Al Maamari concluded.