Oman Air joins the oneworld alliance: new opportunities for travelers and tourism growth
On June 30th, Oman Air officially joined the global oneworld aviation alliance. This is a significant event not only for the region but also for everyone working with Oman as a destination: joining forces with flagship carriers like Qatar Airways, British Airways, and Finnair opens up new opportunities to promote the country as a convenient and premium destination.
What Changes in Practice:
- Streamlined & More Convenient Routing. Thanks to oneworld, Oman Air flights can now be easily combined with those of alliance partners. This simplifies connections and makes Muscat more accessible to travelers from Europe, Asia, the Americas, and Australia – particularly as part of multi-destination itineraries.
- Enhanced Oman Air Status. The airline bolsters its standing in the premium segment: the Sindbad frequent flyer program is now integrated into the oneworld system, and the brand itself gains greater trust and recognition.
- Muscat as a Hub. The alliance membership brings a new level of passenger volume and traffic. For Oman, this translates to: more tourists, increased interest, and expanded logistical solutions, including transit options.
Oman Air's entry into oneworld can be leveraged as a strong selling point for tours, especially multi-destination packages. It signifies convenience, prestige, and confirms the destination's ongoing development.
The visa-free regime between Russia and Oman has come into force
Oman has officially become even closer: an agreement on the mutual abolition of visa requirements has entered into force between our countries.
As per an official statement from the Russian Foreign Ministry (MID RF), Russian citizens can now stay in the Sultanate visa-free for up to 30 days. This simplifies travel planning and makes the destination even more accessible — for both independent travelers and tour groups.
Official Statement by the Russian Ministry of Foreign Affair
Oman at the Center of Global Trends: New Formats, Sustainability, and Off-Season Tourism
The first months of 2025 have shown: international tourism continues to grow, bringing new expectations with it. More and more travelers are choosing off-season trips, avoiding mass-market destinations, and seeking comfort, tranquility, and authentic experiences. This opens up new opportunities for Oman.
What's happening globally?
- Increased demand for travel in spring and autumn – when the climate is milder and the pace of travel is calmer.
- Popularity of "cool vacations" – getaways to mountains, oases, away from the heat and bustle.
- Focus on sustainable tourism – comfort without harming nature, sensible visitor flows, unique experiences.
What Oman can offer:
- The cool plateaus of Jebel Akhdar, Salalah's Khareef season (monsoon), and green wadis – perfect for summer escapes away from the heat.
- Direct air connections to Muscat, convenient connecting routes via Dubai, Abu Dhabi, Istanbul.
- Implementation of "smart" solutions in museums, heritage sites, and natural parks.
- The opportunity to create personalized tours to less-explored regions, breaking away from templates and complementing Oman's winter positioning with a new summer offering.
For businesses and tour operators, it's crucial to factor in these trends when developing products and communications – as more and more clients are choosing destinations that demonstrate care for nature and culture.
July Events: Festivals, Sports, Nature, and Culture
Summer in Oman is packed with vibrant events that showcase the richness of local culture and an active lifestyle. Below are detailed overviews of key events and recommendations on how to integrate them into your offerings and communications.
Key July Events:
Oman Kite Festival
Dates: July 15–25
Location: Barr Al Hikman, South Al Sharqiyah
Over 90 participants from around the world gather on the Barr Al Hikman coast to compete in freestyle and speed categories. The festival also features yoga sessions, stand-up paddleboarding (SUP), sand art installations, live music, and beachside barbecues, creating a festive atmosphere. Tour operators can create "Action & Relax" packages – including kite-flying lessons, beachfront villas, and picturesque sunset dhow cruises.
Events Continuing Through August:
Khareef Festival in Salalah
Dates: July 15 – August 31
Locations: Salalah, Mirbat, Taqah
With the onset of the Khareef season (monsoon), coastal Salalah transforms into a lush green oasis. The festival features music and dance performances, frankincense-themed art exhibitions, craft markets with local artisans, and authentic Omani street food: mashuai, lamb curry (harees), and more. Guided eco-walks lead through mist-covered wadis to hidden waterfalls.
Partners can offer special "Khareef Retreat" packages – including beachfront accommodation, private guided tours, and traditional tented dinners.
Jebel Akhdar Festival
Dates: July 15 – August 30
Location: Ed-Dakhiliya region
At 2,000 meters above sea level, Jebel Akhdar offers coolness and privacy amidst terraced gardens and rose plantations. The program includes morning hikes, star-gazing with local astronomers, workshops on rose water distillation and basket weaving. The cafe serves rose-petal desserts and coffee with dates. Perfect for creating "Magic of the Mountains" tours with yoga, wellness, and cultural programs.
These events are perfect for tourists who want to immerse themselves in the atmosphere of Oman, as well as for those who value active and diverse vacations.
The grand opening of a private museum in Dhofar
The first private museum has opened in Dhofar, officially presented with the participation of the Governor - His Highness Said Mohammed bin Abdullah Al-Hassani.
The collection includes more than 800 exhibits that tell about the history and traditions of the region. The museum serves as a link between the past and the present, enriching the experience of travelers.
Why it is important for tourism in Oman:
- Unique collections of antiquities found in the region.
- Programs for tourists and schoolchildren, including excursions and workshops.
- The museum becomes a key attraction during the Harif season.
- It strengthens Oman's image as a cultural destination.
- It serves as an educational platform for guests of all ages.
The museum promotes cultural tourism and strengthens intergenerational connections. We recommend including it in your tours of Dhofar, especially during the summer season.
Digital Transformation: Digital Twin Technologies in Oman's Tourism Industry
Oman's tourism and heritage sectors are undergoing a digital transformation. Among the key innovations is Digital Twin technology: a 3D model of a physical asset synchronized with real-time data.
How Digital Twins are Transforming the Industry:
- Heritage Preservation: 3D scanning of sites, predictive maintenance, protection against deterioration.
- Immersive Experiences: VR and AR tourism enabling virtual tours – accessible from home or on-site.
- Smart Visitor Flow Management: Route planning, crowd simulation, logistics optimization.
- Environmental Sustainability: Resource monitoring, assessing tourism's environmental footprint.
Oman is already investing in digital solutions, and Digital Twin technology could become its flagship tool for promoting its cultural and natural heritage. Imagine Bahla Fort, Mutrah Souq, or the Jebel Akhdar mountains in an interactive 3D environment – complete with virtual guides and real-time analytics.
This technology is used by leading global museums and smart cities. Oman has the opportunity to become a leader in tourism digital innovation, uniquely blending its rich traditions with cutting-edge technology.
Jumeirah Muscat Bay: peace, privacy, and luxury 20 minutes from the center of Muscat
Jumeirah Muscat Bay – an oasis of tranquility nestled in a picturesque bay between the Al Hajar Mountains and the waters of the Gulf of Oman, just 20 minutes from Muscat city center and 40 minutes from the international airport. This is one of Oman's hotels where premium service, a secluded ambiance, and the deep-rooted authenticity of the region converge seamlessly.
What makes the hotel unique:
- 185 spacious rooms and suites starting from 44 sq m, featuring panoramic views and luxurious Amouage amenities.
- The only resort in Muscat offering 4-bedroom villas with exclusive access to a private beach, reserved solely for villa and summerhouse guests.
- A private reef teeming with turtles, rays, and the opportunity for snorkeling right off the shore.
Staying in Villas & Summerhouses:
- Secluded residences featuring private pools, relaxation areas, and direct access to the gated Sanctuary Beach.
- Personalized service: A dedicated Russian-speaking butler assisting in organizing every aspect of your stay from A to Z.
- Accommodation formats tailored to different travel styles: couples, families, friends.
Infrastructure & Experiences:
- 3 swimming pools (adults-only, family, children's), Talise Spa, gym, yoga studio, and restaurants with open-air terraces.
- 3 restaurants and 2 bars serving exquisite cuisine amidst stunning vistas.
- Unique paid experiences: Helicopter tours, breakfast on the water, beachside dining under the stars, the Essence of Oman spa treatment, dolphin-watching cruises.
- Event facilities: Meeting rooms, a banquet hall, bespoke celebrations.
Jumeirah Muscat Bay is not merely a hotel, but a lifestyle destination. Here, every guest gains access to the beauty of nature, the region's culture, and effortless luxury with meticulous attention to detail. It caters equally to individual travelers and discerning families.
To know more about Jumeirah Muscat Bay
Shangri-La Muscat Celebrates Its 20th Anniversary with Unique Special Offers and Events
This year, the legendary Shangri-La Muscat is celebrating its 20th anniversary. Over two decades, it has become a symbol of Omani hospitality, offering a high level of service and unique experiences to guests from around the world.
The complex combines three resorts with different styles and atmospheres:
- Al Waha is a family-friendly resort with swimming pools, children's clubs, and water activities, perfect for families with children.
- Al Bandar is vibrant and lively, with direct access to the beach, a children's club, swimming pools, and a diverse dining options.
- Al Husn is a secluded and adult-oriented hotel with luxurious interiors, a private beach, a panoramic infinity pool, and an all-inclusive concept.
What awaits guests in the anniversary year:
- Special discounts and packages for tourists, including accommodation, meals, and excursions.
- Thematic events and cultural evenings that will introduce you to the traditions and art of Oman.
- Exclusive gastronomic workshops from the hotel's chefs.
- A mild climate, secluded beaches, and facilities for couples, families, and corporate events.
- High-level service combined with a warm and sincere attitude in the spirit of Shangri-La.
Why is this important?
With Shangri-La Muscat proudly entering its next decade, there is no better time to experience the harmonious blend of sun-soaked coastline, sea-faring adventures and authentic Omani traditions.
These offers are created to highlight the importance of the occasion and to attract new guests as well as delight loyal customers. For tour operators and agencies, it is a great opportunity to expand their hotel options and offer unique tours.
