Oman strengthens its position in the field of cultural tourism and digital innovation
From May 18 to May 20, 2025, the Sultanate of Oman hosted the International Conference "Museums and their Role in the Development of Tourism." The event, organized by the Ministry of Cultural Heritage and Tourism in cooperation with the Office of National Archives and Documents, brought together over 42 experts and researchers from 21 countries. The conference was held at the site of the newest museum "Oman through the Ages" and coincided with the celebration of the International Museum Day.
The main goal of the conference was to strengthen the role of museums as active participants in the tourism ecosystem.: from preserving cultural identity and developing sustainable tourism practices to stimulating the economy and engaging new audiences through digital solutions. The discussion was conducted in four key areas: museum institutions and heritage, economy and tourism, educational and cultural potential, as well as the introduction of AI and virtual reality technologies.
The conference was accompanied by scientific sessions, workshops, an exhibition and a cultural program, including a performance by the Royal Oman Symphony Orchestra, which performed the work "The Legend of Ahmad bin Majid".
Hosting such a large-scale international forum has not only strengthened Oman's status as a regional leader in museum initiatives, but also reflected the country's strategic commitment to further develop cultural tourism, invest in digital transformation, and promote sustainable tourism practices.
These efforts are part of the Ministry's broad marketing strategy aimed at increasing Oman's visibility, developing tourism niches such as gastronomy, ecotourism, and wellness tourism, as well as shaping the country's image as a high-end travel destination.
Oman hotels' revenues exceeded 79.4 million riyals amid growing international tourist traffic
According to the Ministry of Cultural Heritage and Tourism, in the first quarter of 2025, revenues of 3-5-star hotels in Oman amounted to 79.43 million riyals — 10.6% more than in the same period of 2024. The growth is driven by stable international demand and the expansion of global marketing reach.
According to statistics, the number of guests reached 610,176 (+2.3%), and hotel occupancy increased to 59.5% (against 54.9% a year earlier). The markets of the USA (+11.6%), Asia (+10.1%), Europe (+7.5%), the Persian Gulf (+18.2%) and especially Africa (+70.7%) and Oceania (+50.9%) showed significant growth.
These indicators confirm Oman's growing attractiveness as a year-round destination with a rich cultural and natural offer, as well as the high effectiveness of the initiatives being promoted.
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Electronic materials in Russian
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A look into the future: how artificial intelligence is changing the tourist experience
Digital innovations are rapidly transforming industries around the world, and artificial intelligence (AI) is becoming one of the key drivers of these changes — imperceptibly improving the way we live, work, and travel.
But what is AI and why is it important for tourism and Oman's cultural heritage?
AI is the ability of machines to mimic human intelligence: recognize images, understand speech, predict behavior, and offer personalized solutions. Despite its "futuristic" sound, AI has already become a part of everyday life, from navigators and voice assistants to social media algorithms and smart travel planning tips.
In the tourism and heritage sector, AI opens up new ways to interact with travelers:
• Intelligent applications offering routes and recommendations in real time;
• Virtual museum tours;
• Multimedia stories narrated by an AI voice.
All these technologies help to reveal Oman's culture, history and nature to a global audience in a new way.
However, with the development of technology, the need for an ethical and responsible approach to their application is also increasing. The quality of AI systems directly depends on the data they are trained on, as well as on transparency and user trust.
Oman's Ministry of Heritage and Tourism continues to implement AI solutions as part of a long-term digital strategy. The goal is to increase tourist engagement, support service providers, and make the country one of the leaders in smart tourism in the region.
News from Shangri-La hotels in Muscat
This summer, the Shangri-La Al Husn adults-only hotel and Shangri-La Barr Al Jissah, one of Oman's most beloved family resorts, offer guests to rethink the concept of rest and look at it like a fascinating book, where each chapter is a whirlwind of feelings and emotions, gastronomic discoveries, fun adventures and close heartfelt connections.
Inspired by Elizabeth Gilbert's bestseller and watching the popular film "There Is. Pray. Love", which has been inspiring travelers to the most adventurous escapades for 15 years, guests of Shangri-La hotels in Muscat, like the heroine of the book, can Eat and enjoy every bite, Play and feel the spirit of adventure, Love and feel the tenderness of the world around them. And then a vacation in hospitable Oman will be filled with worldly wisdom and deep meaning.
