Sustainable Destination Management
Strategies in the OIC Member Countries
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Omran has implemented an environmental management system certified under IS: 14001.
Environmental impact is measured by greenhouse gas emissions, waste generation, and water
consumption. Omran was the first company in Oman to pursue LEED building certification and
the first in the Sultanate to obtain U.S. Green Building Council membership. Alila Jabal Akhdar,
one of Omran’s hospitality assets, was the first LEED-certified hotel in Oman, and its site
manager was the first Omani to earn the LEED Accredited Professional (AP) certification.185
The Oman Tourism Strategy proposes a National Council for Sustainable Tourism to establish
and operate a national Tourism Sustainability Certification Program that will integrate
environmental and social/cultural sustainability in new and existing tourism projects, as well as
a specialized Oman Observatory for Sustainable Tourism. Other plans include a Host Community
Participation and Benefits Program that centers around a “Tourism is Everybody’s Business”
awareness effort, a “Made in Oman” product certification, and the creation of a Tourism
Reinvestment Fund for host communities. A proposed “Our Environment, Our Future” campaign
will educate host communities about environmental protection and preservation, while
receiving coaching from regional technical teams about tourism sustainability, especially in
protected areas.186
Lessons Learned
Targeting a specific tourist Profile; Realizing and appreciation Omani identity at a core level
helps to affirm that it need not be “everything for everyone.” Oman has clearly identified that to
develop sustainably, it needs to know what kind of visitor suits it as a destination instead of
trying to find points of appeal for all tourists.
Diversifying accommodations: In the past, traditional hotels were the only accommodation
option offered. The current concept of expanding accommodation offerings to include guest
houses, homestays, camps, heritage lodges, and the recently added category of green lodges,
gives host communities greater opportunity to benefit from tourists who seek a more culturally
immersive experience.187
Focusing on existing experiences: By strengthening and maintaining historical sites, as well as
creating experiences centered around them, tourists can access the country’s unique past.
Visitors will be granted access to wildlife reserves which can fund conservation efforts as well
as raise awareness about fragile ecosystems in the country.
Leading by example; Omran deserves to be recognized as a forward-thinking effort that is
pioneering sustainability in Oman ahead of legislature. By committing to LEED certification, CSR
programs, and Local Development Initiatives (LDIs), Omran is setting the example of planning
for a not-yet-realized future, knowing that the ultimate benefit of raising environmental
standards, empowering communities, and investing in the human capital and potential of its
citizens is a worthwhile endeavor, regardless of the up-front costs or capital to be fronted.8 Six
Senses Zighy Bay (SSZB) is also an excellent example of being innovative in solving
185 Interview with Badriya Siyabi, Omran’s CSR Coordinator.
186 THR Innovative Tourist Advisory. (2016). Oman tourism strategy. Retrieved from .
187 Sultanate of Oman. (2016). Annual Report: Beauty has an address. Retrieved from
ce281975d571/ENGLISH+MOT+FOR+WEBSITE.pdf?MOD=AJPERES&CONVERT_TO=url&CACHEID=464a4f49-32ff-445e-
9c76-ce281975d571.