Oman’s Cultural Identity: A Key Driver for Business Growth and Investment Opportunities
Muscat: For many years, the Sultanate of Oman has distinguished itself as the “Gem of the Gulf,” marked by a unique identity rooted in its culture, heritage, natural beauty, and genuine hospitality.
Speaking to the Oman Observer during the inaugural Oman Luxury Summit in the capital, Doucet highlighted, “Oman possesses the essential elements—a strong cultural identity, well-preserved natural landscapes, and vibrant traditions that remain integral to daily life.”
He explained that modern luxury travelers now seek more than mere extravagance; they desire access to stories, traditions, people, and meaningful experiences. “Travelers value depth over display and personalization over standardization. For destinations, this calls for a shift from showcasing ‘things to see’ to creating ‘ways to belong.’ The region can meet this demand through curated cultural journeys, authentic interactions with artisans and local communities, and experiences that reveal the true essence of a place beyond its landmarks.”
To establish itself as a global leader in authentic, heritage-driven tourism, Oman should continue its conservation-focused development, safeguarding heritage sites and natural areas. Emphasizing Omani craftsmanship, storytelling, and rituals as core components of the visitor experience is crucial. Furthermore, promoting boutique-scale hospitality that integrates seamlessly with communities and investing in national branding that portrays Oman as a destination where tradition shapes modern hospitality will enhance its appeal.
By balancing authenticity with world-class service, Oman is poised to emerge as the region’s most culturally grounded destination, Doucet added.
He also revealed that Kerten Hospitality is actively exploring several potential hotel management ventures aimed at delivering impactful projects in the Omani market.
Special Analysis by Omanet | Navigate Oman’s Market
Oman’s strategic focus on authentic, heritage-driven luxury tourism offers businesses a unique opportunity to differentiate through cultural storytelling and personalized experiences. Entrepreneurs and investors should consider tapping into boutique hospitality and artisan-focused ventures, aligning with conservation-led growth that preserves Oman’s identity while delivering world-class service. This approach positions Oman as a regional leader in meaningful, culturally immersive tourism, reducing risks tied to generic mass tourism.
