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By Conrad Prabhu

ENCOURAGED by the upturn in tourist traffic after a prolonged and damaging slump, Oman’s tourism authorities are now mounting a multi-pronged drive to woo travellers in significant numbers to the Sultanate. Central to this goal is a plan to diversify the tourism product to include opportunities for eco-tourism, adventure tourism and cultural tourism. It is an ambitious strategy designed to double tourist arrivals and the size of the tourism economy by 2010.

The Majes (mountain of the Sun) in Jabal Shams
Ras al Jinz in the Sharqiya region — targeted as an eco-tourist locale

Details of the government’s future vision for tourism development were unveiled at a recent investment conference by Mohsin bin Khamis al Balushi, Under-Secretary for Tourism at the Ministry of Commerce and Industry. He said the government’s strategy was designed to turn Oman into a hub for tourism in the region, and increase the sector’s contribution to the Gross Domestic Product to three per cent by the year 2020.

A key element of the strategy set out by the Directorate-General of Tourism calls for a major diversification of the tourism product. With the assistance of Ireland-based consultants, IDI, the department has identified a raft of projects aimed at making the Sultanate a destination for eco-tourists and adventure-minded visitors.

Among the initiatives planned are eco-tourism projects centring on Oman’s heritage of wetlands, most of which have now been designated as nature reserves. “The wetland projects have great potential to attract eco-tourists,” commented Al Balushi. “Oman has a large number of creeks along its lengthy coastline. A local consultant will be appointed soon to design a product promoting these areas, as well as recommend ecological, scientific and educational activities linked to these areas.”

Also envisaged are eco-tourism initiatives linked to the development of facilities at Jiddat al Harasis in the Wusta region, home to the endangered Arabian Oryx. Targeted for similar development in the Sharqiyah region is Wadi Bani Khalid, a popular tourist attraction known for its gentle pools and scenic settings. A contractor will be appointed shortly to develop picnicking spots for tourists and weekend visitors.

New plans aim to open up the Oryx sanctuary to eco-tourists
The blue pools of Wadi Bani Khalid

Equally promising is the potential for adventure tourism in the Sultanate, says Al Balushi. “The diverse mountain landscapes and wadis are key to the development of adventure tourism in Oman. An Australian company has already charted trekking routes in some areas of the Western and Eastern Hajar. Out of a total of 27 trekking routes, nine have already been charted on the ground.” In an effort to open up Oman’s magnificent cave heritage to tourists and international caving buffs, the government is investing in the development of the Al Hota Cave in Al Hamra Wilayat.

Introducing cave-based tourism is a key goal set out in the Priority Action Plan for tourism development. Caving — or spelunking as it is called — is a major money-spinner in countries that have successfully promoted their cave systems. Jabal Shams, the highest summit in Oman, is also targeted for development as an attraction for adventure tourists. Access to the summit is being developed, while lodging facilities on the plateau are already in place.

Side by side, the Directorate-General of Tourism is also progressively developing key historical monuments around the country with a view to making them an attraction for lovers of history and culture. Forts at Nizwa, Al Hazm and Khasab have already been refurbished with elements of Oman’s rich heritage of crafts, while other edifices will be added to this list as well. While most of these initiatives are essentially government-financed, a host of other opportunities have been identified for private investment and development. The Priority Action Plan for Tourism Development has selected five locations or clusters around the Sultanate for priority development by the private sector.

The potential for cluster development has been identified in Muscat Governorate, Batinah, Sharqiyah, Musandam and Dhofar regions, the Tourism under-secretary said. Envisaged in the capital region is a tourism corridor extending from Muscat to Al Sifah. The area is designated for a variety of amenities including a cable car, aquarium, restaurants and conference centre, involving an estimated cost of $20 million. In the Sharqiyah region, an Eco-Experience Development is planned at Ras al Jinz at a cost of $9 million. A consultant is currently drawing up a master plan for the development of a seafront swathe stretching from Sur to Asila, which includes the famed turtle beaches of Ras al Hadd.

The Batinah region also holds “unlimited potential” for development, Al Balushi said. A boutique hotel with villas offering around 65 rooms is planned next to Nakhl Fort, while a hydro spa is envisioned at the local hot springs. Estimated investment in this venture is $12 million. In Musandam Governorate, the potential for a leisure retreat has been identified at Hayoot beach, complete with a 100-room hotel and villas, involving an investment of $30 million. Equally ambitious is a plan for a coastal resort at Salalah, which includes four guest accommodation types, suites and villas, along with leisure facilities, a sports centre, spa and beach club. Total investment is around $45 million.

“We strongly believe in cluster development in all these areas,” said Al Balushi. “We aim to increase the average length of a tourist’s stay by introducing amenities such as coffee shops, themed restaurants, handicraft related projects, cinemas, night entertainment, and so on. We would also like to see specialist tour operators entering the business, with experience in adventure tourism, eco-tourism and cultural tourism.” Tourism is seen as a key vehicle for achieving the Sultanate’s economic diversification and employment generation goals. Omanisation, currently pegged at over 50 per cent, is targeted at 80 per cent by 2020.

From Oman Observer, 2nd March 2004