Tourism & Hospitality Innovation Recognized at Comex: What It Means for Oman’s Business Growth
MUSCAT, SEPT 13 — The Oman Tourism Development Company (Omran Group), in partnership with Ithca Group, successfully showcased the top innovators and entrepreneurs in the Tourism & Hospitality Track as part of the Scale Award at Comex Oman 2025.
This event marked the first major competition focused specifically on tourism start-ups, combining showcasing, pitching, and networking in a single platform. The showcase highlighted some of the most promising start-ups, featuring innovative solutions designed to tackle real industry challenges and explore opportunities to shape the future of tourism in Oman.
The Tourism & Hospitality Track was created to support and empower start-ups by addressing practical challenges while encouraging solutions inspired by global and regional trends. Participants gained direct access to investors and industry partners, providing valuable exposure, investment opportunities, and knowledge sharing. The top ten projects pitched their ideas before a panel of judges, engaging directly with decision-makers and potential investors.
The top three projects were recognised as follows: “Valo,” an integrated smart booking application for Omani tourism establishments that provides innovative financial solutions to enhance profitability through a pay-per-use model; “GuiderX,” an on-demand platform connecting travellers with local tour guides in real time; and “Mulhem,” an immersive visual and sensory experience that blends entertainment with cultural elements, employing advanced motion seating technologies in 3D and 6D with dynamic effects such as air, vibration, and water spray.
The partnership between Omran Group and Ithca Group reflects a strategic alignment aimed at nurturing a robust start-up ecosystem. Ithca Group’s investment in its Business Accelerators Programme outcomes, combined with Omran Group’s role in linking promising start-ups to market opportunities, has established a direct pathway for entrepreneurial ventures to contribute to Oman’s tourism growth. Together, the organisations are fostering a pipeline of innovative solutions that enhance the sector’s competitiveness, generate economic value, and empower a new generation of tourism entrepreneurs.
This initiative complements national entrepreneurship programmes, hackathons, and incubation efforts across tourism, ICT, and sustainability sectors, reinforcing both organisations’ commitment to supporting innovators, advancing private-sector growth, and building collaborative platforms that drive progress towards Oman Vision 2040.
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The collaboration between Omran Group and Ithca Group to foster tourism start-ups through the Scale Award at Comex Oman 2025 opens significant opportunities for innovation-driven growth in Oman’s tourism sector. Businesses should leverage emerging tech solutions like smart booking apps and immersive experiences to enhance competitiveness and profitability. Smart investors and entrepreneurs must now consider strategic engagement with government-backed programs and start-up ecosystems to capitalize on Oman’s Vision 2040 priorities and the expanding tourism market.
