Heritage Site Development in Oman: How It Will Boost Tourism and Business Opportunities for Investors
MUSCAT — Oman is strategically leveraging its extensive portfolio of UNESCO World Heritage Sites and other historical landmarks to attract both domestic and international tourists, said Salim bin Mohammed al Mahrouqi, Minister of Heritage and Tourism.
The minister highlighted that combining history and heritage is key to developing a diverse and sustainable tourism sector that stimulates investment, creates jobs, and opens business opportunities for Omani entrepreneurs.
“Developing heritage sites is essential to generating interest, encouraging investment, and boosting economic vitality,” Al Mahrouqi explained. He pointed to successful examples such as Misfat Al Abriyeen and Nizwa, which have been transformed by traditional communities into sustainable destinations recognized by UN Tourism. These areas offer visitors immersive cultural experiences through local accommodations, arts, and folklore, he added in an interview with Oxford Business Group’s latest edition of The Report: Oman 2025.
Al Mahrouqi further emphasized the importance of sustainability in Oman’s long-term tourism strategy. “The sector is committed to aligning with the UN Sustainable Development Goals and Oman’s ambition to achieve net-zero emissions by 2050. Our goal is to build a tourism ecosystem that prioritizes environmental protection, supports local communities, and raises awareness about sustainability, decarbonization, and corrective actions needed.”
A notable initiative in this context is the $1 billion Sustainable City — Yiti project, which incorporates energy-efficient buildings, renewable energy, water conservation, and green spaces. This development is expected to become Oman’s first net-zero community by 2040.
“Tourism is at a pivotal point as modern travelers increasingly seek destinations that align with their values,” the minister noted. “At the same time, institutional investors are prioritizing sustainability, highlighting the need for promoting eco-friendly investment opportunities.”
To bolster the sector’s resilience against external shocks, especially those experienced post-COVID-19, the Ministry is diversifying Oman’s tourism offerings and promoting domestic tourism, which made up roughly 70 percent of the one million tourists recorded in 2024.
“We are enhancing Oman’s appeal by developing new attractions such as the Oman Botanic Garden, the Oman Across Ages Museum, and the world’s longest zipline over water in Khasab. We also work closely with the hospitality and retail sectors to support domestic tourism through targeted campaigns,” Al Mahrouqi said.
Sustaining growth to meet Oman Vision 2040’s goals will require substantial investment and further diversification of the tourism product. “Our national target is to attract 11 million visitors annually by 2040, focusing on adventure, luxury, eco-tourism, cruises, MICE (meetings, incentives, conferences, exhibitions), and sports tourism. Achieving this will demand the development of specialized infrastructure backed by over $5.4 billion in investments aimed at driving economic growth and benefiting local communities,” he stated.
Al Mahrouqi also praised the role of public-private partnerships in advancing the tourism sector, citing projects like the Al Mouj Muscat and Jebel Sifah integrated tourism complexes. He highlighted the contributions of the state-owned Omran Group, Oman’s government tourism investment arm, which manages five master developments, 29 hospitality assets, and five nature and heritage attractions.
Special Analysis by Omanet | Navigate Oman’s Market
Oman’s strategic focus on leveraging its UNESCO World Heritage Sites and sustainable tourism development presents a significant growth opportunity for businesses and investors aiming to tap into a market that values heritage, eco-conscious travel, and community engagement. The commitment to sustainability and a $5.4 billion investment plan aligned with Oman Vision 2040 signals strong potential for ventures in eco-tourism, luxury, adventure, and infrastructure development, while also highlighting the need to build resilience against external shocks through diversified offerings. Smart investors and entrepreneurs should prioritize partnerships with public and private sectors and align projects with environmental and social governance criteria to capitalize on the evolving preferences of modern travelers and institutional investors.
