Sustainable Destination Management
Strategies in the OIC Member Countries
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The Oman Tourism Strategy calls for the creation of a National Council for Sustainable Tourism
and a specialized Oman Observatory for Sustainable Tourism. The Council would establish and
operate a national Tourism Sustainability Certification Program to integrate environmental and
social/cultural sustainability into new and existing tourism projects. The Oman Tourism
Strategy also recommends creating an Environmental and Cultural Sustainability Program that
would raise awareness of environmental protection and preservation through tourism in host
communities. Additionally, adding an Inter-Ministerial Committee for Tourism is recommended
to prioritize and maximize cooperation in executing the OTS, as well as an Office of Strategy
Management to oversee the development and implementation of the OTS.
A key player in realizing the MoT’s vision for tourism sustainability is the government’s tourism
investment company, the Oman Tourism Development Company (Omran). Established in 2005,
Omran is the master developer of major tourism, heritage, and urban development projects.
They are mandated by the government to sustainably drive investment and growth of the
tourism sector in Oman and oversee the most progressive hospitality assets and mixed-used
developments in the country. Their existence is in line with the government’s vision for tourism
to be a major economic driver of the future and generator of employment.
The Ministry of Tourism currently functions as the regulator, policy maker, and promoter of the
tourism sector. Its mission is to provide professional, high-quality services to diversify the
Omani economy and create jobs by offering world-enriching tourism experiences with Omani
personality. Its vision is to provide services efficiently and effectively to position Oman as a top-
of-mind destination for vacations, discovery, and meetings, attracting 11 million international
and local tourists annually by 2040.6 TheMoT’s mission and vision is in line with Oman’s national
policy of diversifying sources of income and the creation of jobs while preserving the
environment, social development, and cultural preservation. It seeks to increase investments in
the tourism sector and enhance its contribution to the GDP, recognizing that tourism is a major
opportunity to realize sustainable development in the Sultanate of Oman and promote peaceful
coexistence between cultures.5
The Ministry of Tourism commissioned Spain’s THR Innovative Tourism Advisors to prepare a
new Oman Tourism Strategy (OTS) spanning from 2016 to 2040. It clearly reported Oman’s
tourism resources, tourism products, and destination goals and strategies through a multi-
disciplinary and collaborative research and analysis process that included more than 700
individuals over a 12-week period.180 The ambitious plan is aligned with Oman’s national
development plan, Vision 2020, to diversify the economy and reduce dependence on oil and gas.
Tourism, with a focus on high-end and luxury accommodations, is a promising tool to achieving
this goal while encouraging nationwide economic growth, expanding the services sector and
enhancing the private sector.7
Sustainability Strategies
Currently, Muscat is the only city in Oman with flights to most major international destinations.
The expansion of international and domestic flight options to different cities in Oman can
increase traffic to destinations outside of the capital city. Most tourism services rely on bus and
SUV transportation for movement between destinations. The proposed rail network will also aid
access between destinations for travelers.
180 Zawya. (2017). Oman's 2040 strategy to turn it into luxury tourism destination . Retrieved from
ZAWYA20170320052413/.