1.
Enhanced EU-GCC political dialogue,
cooperation and outreach
Oman Tourism - Future
Prospects
Date 27th October 2022
Prof. Dr. Angelo Battaglia
FPI.4 –Partnership Instrument
Service for Foreign Policy Instruments

2.
08:40-09:10 - Presentation
09:10-09:30 – Q&A Session
AGENDA

3.
Key-components to consider for Strategic Tourism
Policy and Tourism Planning in the Sultanate:
- Key-trends in the Sultanate (2010-2020);
- Current Challenges (2020-2024);
- Future Prospects (2024-2030);
- Recommendations for Tourism Stakeholders.

4.
•Destinations in the Middle East and
North Africa (MENA) welcomed an
estimated 87 million of International
tourist arrivals (overnight visitors) in
2018, about 6% of the world’s total
arrivals.
•Of the total MENA arrivals, almost
three quarters (73%) correspond to the
Middle East and some 27% to North
Africa.
•Leading Destinations in Middle East
and GCC: Oman; UAE; Saudi Arabia,
Bahrain.
•Oil-exporting based countries are
diversifying their economies by
integrating tourism in their
development strategy.

5.
Key-Trends in the Sultanate: a Tourism
Sustainable Strategy (2010-2020)
• A relevant growth of tourism numbers in terms on investment and
international tourists arrival (UNWTO, 2018);
•Final Elaboration of Oman Tourism Strategic Plan (2015);
•A consolidate Strategy of Tourism Development implemented by Tanfeedh
Implementation Program (2017);
•Tourism Strategy Growth aligned with Oman Vision 2040 focusing on the
economic diversification, sustainable development and prosperity;
•Oman Vision 2040 a strategic framework toward and integrated development,
creating opportunities for economic competitiveness and social well-being in
the Sultanate.

6.
2010-2020: A new scenario in Tourism Planning from a
Strategic Policy Framework to a Regenerative Tourism
Strategy Territorial-Based:
•A diversified framework of tourism services and products;
•14 Strategic Clusters in the Sultanate;
•A focused-oriented planning strategy in process of implementation in
different parts of the Sultanate;
•A multi-faceted diversification of tourism components in the
Sultanate;
•A potential geographical opportunities of multi-dimensional tourism
experiences.

7.
ENSURING SMART GROWTH
14 TOURISM CLUSTERS 5 PLANNING CONCEPTS
ACCOMODATION KEYS and RESORTS HUMAN CAPITAL DEVELOPMENT
Oman as Sustainable
Tourism Destination

8.
Clusters Development to
Oman's Targets:
A – INCREASE GLOBAL PERFORMANCE (Global Attractiveness)
B – DIVERFIFY AND STRENGHTEN THE PRODUCT OFFER (Tourism
Product Diversification)
C – OFFER A COMPELLING DESTINATION OF DISTINCTION
(Uniqueness)
D – FACILITATE ENGAGEMENT BETWEEN VISITOR AND
DESTINATION (Experience)

9.
FEBRUARY 2020: a global
disruption

10.
Key-findings: current challenges in the Sultanate
(2020-2024)
• Post-Covid Recovery in Oman (Feb 2020-May 2022).
• Recovery from the deep global tourism crises (UNWTO, 2021).
• Identify new tourism components and segments to integrate in the Sultanate’s tourism
experience.
• Increase the opportunities in the sector by developing new national and international
partnerships/investments.
• Identify and focus on new potential tourism markets (2022-2024).
• Design a new tourism promotion strategy based on the collaboration between public
and private tourism stakeholders (New Marketing Strategy-MHT).
•Reduce the fragmentation among tourism stakeholders (Governance).

11.
Post-Covid Recovery Plan & Global Crises
ASIA
MIDDLE-EAST
GCC
OMAN
Multi-Polarity and New
Economic Relations
Global Changes and Geo-Political
Challenges

12.
Decrease of
traditional EU
markets
New Emerging
Tourism
Markets/Tourism
Segments.
Trends in
Domestic
Markets.

13.
Future Prospects in Oman from 2019

14.
Implement an Integrated Governance Approach of different tourism strategic
actors in the process of planning and decision-making: a change of
prospective.
•A3
•A4
•A2
•A1
MHT
Public
Authorities
(Governatorates-
Districts)
Community,
People and Civil
Participation
Business
Stakeholders and
Private Sector

15.
Tourism Products in Oman
(2022-2024)
14 different clusters define different
typologies of tourism.
5 Planning Concepts
MIX of Tourism Products
ATTRACT multiple “users”
Generate Unique Tourism Experiences
Supported by Solid Tourism
Infrastructures

16.
Future Prospects in the Sultanate (2024-2030)
ØFull Tourism Recovery Plan by 2024-2025 (3/3.5 Million Tourists).
ØNew Strategic Markets – USA, China, Iran, Indonesia, South Korea, Japan, Spain and Latin America.
ØStrong Tourism Competition within the GCC Region (KSA, Qatar, UAE) and in MENA Market
(Morocco, Jordan, Egypt, Tunisia).
ØDesigning Oman into a new competitive destination based on key-strategic tourism components.
ØTransforming Oman into a recognized brand-destination based on Adventure Tourism and Eco-
Cultural Tourism.
ØRe-define the Oman Tourism Economy toward Future Experiential Economy.

17.
1) Consolidate and Increase the Asian Markets
- China and India
- New potential Asian Markets with high demographic numbers (Indonesia, Malaysia, Japan);
- Reinforce and the GCC inbound Markets;
-Focus the niche and selected European markets (Italy, France, UK, Spain, Sweden, Germany,
Poland, East Europe).
2) A rapid growth in tourism numbers (7 million by 2030) based on the strategic tourism
assets of the Country (Culture; Cultural and Natural Heritage; Biodiversity of its Ecosystems)
3) Oman 1st ranking positioning as Adventure Tourism Destination in GCC and TOP 5 in
MENA Region.
4) Aligned the Oman Tourism Strategy Plan with Oman Vision 2040.
Future Scenarios in Oman (2030-2040).

18.
Recommendation for Tourism Stakeholders
ØIdentify the good practices in EU Market and Contextualized them in Oman;
ØEnhance Tourism Cooperation and Partnership with EU Tourism stakeholders;
ØIncrease and develop new routes, marketing promotion and connections with the
emerging markets.
ØDigitalize the tourism procedures, regulations and rules and facilitate the
communication among tourism stakeholders and public authorities.
ØPosition Oman as 1 year tourism destination (12 months Seasonality).
ØFocus on high spenders tourists from Europe, Asia (India and China) and GCC.
ØStrength the tourism products which characterize Oman as unique-brand destination.
ØIncrease and support with incentives the domestic tourism market and investments.
ØReview and update the quality criteria in the Hotel and Hospitality Sector based on EU
experience.

19.
QUESTIONS
FEEDBACK
Q&A

20.
THANK YOU!