Omran Launches Market in Muttrah: Boosting Opportunities for Omani Artisans and Local Businesses
Muscat – Oman Tourism Development Company (OMRAN Group) has entered into a strategic partnership with Dar Al Herfya to launch an integrated marketing outlet and incubator dedicated to traditional crafts in Muttrah. This initiative aims to highlight the authenticity of Omani craftsmanship while providing an immersive cultural and tourism experience for visitors.
The partnership introduces a modern marketing model for artisanal products, offering tourists a unique opportunity to explore Oman’s rich heritage and culture. Developed in collaboration with the Small and Medium Enterprises Development Authority, the project focuses on empowering Omani artisans, supporting local entrepreneurs, and enhancing the visibility of women-led craft businesses. By creating a comprehensive platform, the initiative seeks to open new growth and market expansion opportunities for heritage and cultural small and medium enterprises (SMEs).
Mundher Mudrik al Moosawi, Director of Business Development at OMRAN Group, stated, “This initiative represents a significant step in our ongoing efforts to diversify the Sultanate of Oman’s tourism offerings. By developing innovative tourism experiences rooted in our cultural heritage, we are reinforcing the role of traditional industries as a key pillar of the country’s tourism sector.”
The marketing outlet will consist of five main sections, including a dedicated area for showcasing traditional Omani handicrafts where artisans and local businesses can interact directly with visitors. Another section will be devoted to authentic Omani attire, enabling tourists to explore and purchase genuine garments. A specialized packaging area will ensure the preservation of the quality and heritage of handcrafted products.
The venue will also feature an Omani-themed café providing an authentic hospitality experience, alongside a cultural events space designed to host interactive performances and activities. This combination creates a well-rounded destination that seamlessly integrates shopping, culture, and experiential tourism.
Zuwaina Sultan Al Rashdi, Founder of Dar Al Herfya, highlighted the project’s broader vision: “Our goal is to establish a comprehensive marketing platform for Omani artisans, enabling them to promote and sell their products using modern methods while preserving the authenticity of traditional crafts. We also aim to foster cultural exchange between artisans and visitors, positioning Omani craftsmanship as a vital element of the local tourism experience.”
The initiative will also empower artisans through specialized training and capacity-building programs. Each year, between 50 to 75 artisans will be selected to showcase their work at the outlet in coordination with the Small and Medium Enterprises Development Authority. Furthermore, the project will serve as an educational hub engaging younger generations through hands-on activities such as pottery and traditional weaving, helping to embed Omani craftsmanship deeply within the national identity.
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This strategic partnership between OMRAN Group and Dar Al Herfya creates a dynamic platform that integrates cultural heritage with modern marketing, offering a unique experiential tourism product in Muttrah. For businesses and investors, this initiative signals significant opportunities in heritage-based SMEs and women-led crafts, fostering growth through enhanced visibility and capacity-building. Smart entrepreneurs should now consider leveraging this nexus of tourism and traditional crafts to tap into evolving consumer preferences for authentic, immersive experiences.
