Oman presents its maritime heritage at Sail Amsterdam 2025
Oman was proud to participate in Sail Amsterdam 2025, the world's largest maritime festival, which takes place every five years in the Netherlands. The event attracted millions of visitors and brought together legendary sailboats and warships from around the world, providing a unique platform for cultural exchange and international cooperation.
The Omani delegation participated in the colorful flag parade at the opening ceremony, symbolizing the friendship and cooperation between countries. The Omani ship and its crew presented the Sultanate in a dignified manner, highlighting the rich maritime heritage and the spirit of discovery that has connected Oman with other countries for centuries.
Oman's presence at Sail Amsterdam is not only a display of national pride, but also a strategic move to enhance the country's image as a unique tourist destination. The extensive media coverage and large number of visitors provide an unparalleled opportunity to showcase Oman's tourism resources, including its culture, historical sites, and outdoor activities.
Global tourism trends and their impact on the Oman market
As of August 2025, according to the latest UNWTO data (May 2025), global tourism continues its recovery:
- In the first quarter of 2025, international arrivals increased by 5% compared to the previous year and were 3% above the 2019 level.
- The Middle East remains the leader in growth: international arrivals increased by 1% compared to the previous year and were 44% above the pre-pandemic level.
- In Oman, the number of tourists exceeded 668 thousand by February, and tourism contributed OMR 2.7 billion to the country's GDP in 2024.
This data shows steady growth in interest in the region and creates opportunities for tour operators and agencies.
What does this mean for our partners?
- Focus on European and Northern markets
The growing interest of Northern European countries in the cultural destinations of the Middle East opens up opportunities for creating travel packages that combine the nature and culture of Oman. - Using flight booking data
Modern platforms allow for the analysis of traveler behavior, optimal campaign planning, and adaptation of products to specific markets.
- Development of heritage and cultural experiences
With the growing interest in authentic experiences, it is necessary to create innovative offerings, including historical sites, traditional crafts, and local cuisine. - Smart partnerships
Collaboration between hotels, tour operators, and restaurants allows for the creation of comprehensive packages that enhance the value of the visit and increase the length of tourist stays.
Develop exclusive seasonal programs for tourists: combine cultural routes, mountain and eco-tourism, festivals, and master classes. Such offerings will allow you to stand out in the market, attract customer attention, and increase sales during peak demand periods.
In the spotlight: Jebel Akhdar - the rise of mountain agritourism
Jebel Akhdar continues to attract tourists as one of the most vibrant eco-tourism destinations. In the first half of 2025 alone, the region was visited by 89,780 people, a 5.8% increase compared to the same period in 2024.
The main drivers of growth include:
- The Mountain Spring Festival, including the seasonal rose harvest;
- The Rummana initiative, showcasing Oman's heritage and traditional farming practices.
Why does it work?
- The fusion of agriculture and tourism
Jebel Akhdar uses its rich orchards of pomegranates, apricots, roses and nuts, grown under the ancient falaj irrigation system, to offer tourists an unforgettable farm-to-table experience in a picturesque setting. - Event Attraction
Festivals such as the Rose Harvest and the Mountain Spring Festival attract both local tourists and visitors from the Gulf, stimulating interest in rural tourism. - Seasonal Attraction
The cooler summer climate makes Jebel Akhdar a great alternative to the hot regions of Oman.
What does this mean for our industry partners?
- The opportunity to create tourism experiences around seasonal events, such as rose picking or traditional agricultural practices, to offer exclusive, time-limited programs.
- The opportunity to collaborate with local communities by offering hands-on experiences, such as guided fruit orchard tours, walks along the falaj, and rose water making workshops.
- The opportunity to engage influencers and content creators to increase the visibility and emotional impact of the destination in target markets.
- The ability to integrate these agro-cultural experiences into accommodation offerings by offering combined packages with eco-lodges, guesthouses, or boutique hotels to enhance both appeal and profitability.
Oman's Waste-Free Tourism Initiative: Sustainable and Profitable
Oman is taking bold steps towards leadership in sustainable tourism through the Waste-Free Tourism initiative. The national Program unites the Ministry of Heritage and Tourism with hotels, resorts and key tourist sites throughout the Sultanate, setting a new standard for environmental responsibility in the tourism industry.
The main objectives of the program:
- Reducing the use of plastic: stimulating the transition to eco-friendly alternatives in the hotel and tourism sector.
- Developing a recycling culture: creating accessible waste sorting points and raising awareness among visitors and staff.
- Recognizing environmental leaders: providing incentives and promotion for facilities that meet strict environmental standards.
By combining infrastructure changes with community engagement, the Waste-Free Tourism initiative makes environmental behavior the norm rather than the exception.
The program is supported by Omani eco-investments worth 44 million OMR, including nine strategic agreements for the development of projects in seven nature reserves. These projects aim to:
- build sustainable accommodation facilities and tourism infrastructure;
- create eco-educational centers to inspire and inform tourists;
- support local artisans and small businesses, strengthen the rural economy, and promote Oman's authentic culture.
The success of Oman's tourism is closely linked to the preservation of its natural landscapes and cultural heritage. By adopting zero-waste practices, industry partners are actively contributing to a sustainable future, benefiting communities, protecting the environment, and enhancing the tourism experience.
Artificial Intelligence: A Growing Force in Tourism and Hospitality
Artificial intelligence (AI) is rapidly transforming the travel services industry, becoming a key tool for modern travel management. Industry estimates suggest that the AI in tourism market will grow from approximately USD 3.37 billion in 2024 to over USD 4.26 billion in 2025.
Globally, the AI ecosystem in tourism, including travel planning and services, is projected to grow from USD 2.95 billion in 2024 to USD 13.38 billion by 2030, with an average annual growth rate of 28.7%.
Practical applications and regional potential:
- intelligent route planning;
- AI-powered chatbots;
- food optimization;
- accelerated processes at airports.
Industry leaders are already implementing advanced solutions, such as Airbnb's transformation into an AI-driven platform, including chatbots for self-service booking management.
In Oman, the Ministry of Cultural Heritage and Tourism hosted the "Artificial Intelligence in Tourism Promotion" workshop, where industry partners, including hotels, tour operators, and agencies, received hands-on training on AI marketing strategies, sentiment analysis, targeting, and ethical considerations.
The workshop showcased tools such as ChatGPT, Gemini, and Monica, enabling participants to enhance their marketing efforts and audience engagement.
These steps help to position Oman as a technologically advanced tourist destination, in line with the Oman Vision 2040 concept.
Discover Oman with DMC Perfect Journey: Gastronomy, Traditions, and Maritime Adventures
Do you want to feel the real atmosphere of Oman and get to know its culture through taste, traditions and sea horizons?
DMC Perfect Journey offers a unique experience in Oman:
- Lunch with a Bedouin family on carpets under the shade of an awning
In the vast expanses of the desert, you are greeted by a Bedouin family. Fragrant dishes, fresh lavash and sweet tea are served on traditional carpets under the shade of an awning. During the meal, you will hear stories about life in the desert, its customs and traditions — this meeting leaves an unforgettable impression. - Lunch with an Omani family in Jebel Akhdar
In a quiet village, guests enter a Majlis, a traditional living room with colorful carpets and cushions. On a low, decorated table, there are dishes of Omani cuisine, each with its own story. The Omani family shares recipes, ancient customs, and legends about local hospitality. After lunch, there is an electric car tour of the old mud-brick city of Birqat Al-Maus. - A cruise in Sur on a traditional Omani boat
A sea adventure begins in the historic port of Sur on a traditional Omani fishing boat. Fishermen tell about the history of the dhow and the significance of the vessels in the maritime traditions of Oman. Enjoy the tranquility of the sea, the picturesque coastline and the story of the lives of the fishing families.
It is a unique opportunity to touch the culture of Oman and feel its hospitality from the inside.
Mountain and coastal vacations in Oman - special offers for groups from Alila Hotels
We would like to share the current offers for group visits in Oman - this is a great opportunity to expand the packages of services provided to your customers.
1. Mountain retreat at Alila Jabal Akhdar
High in the Hajar Mountains, Alila Jabal Akhdar invites guests to a world of peace and harmony. The hotel's spaces inspire productivity, creativity and a shared time in nature.
- The offer is valid for group bookings from 7 rooms.
- The opportunity to stay in the Horizon View Suite.
- Available dates: October 2025, December 2025, February–March 2026.
2. Coastal Oasis at Alila Hinu Bay
On the serene southern shores of Oman, Alila Hinu Bay offers a secluded space for group gatherings. From soulful celebrations to wellness retreats, the coastline inspires connection, creativity and tranquility.
- Offer valid for group bookings of 7 rooms or more.
- Possibility of Terrace Room accommodation.
- Dates available: October 2025 – April 2026 (except peak dates).
Alila hotels continue to offer unique group accommodation options in Oman when booking in September. We are sharing this information with you so that you can use it in your work and offer your customers new travel opportunities.
The season of pomegranates at Anantara Al Jabal Al Akhdar
Anantara Al Jabal Al Akhdar Resort has announced the start of the pomegranate season, which will last until September 23, 2025. During this period, guests will have the opportunity to indulge in special dishes and desserts featuring fresh pomegranates harvested from the Jabal Akhdar mountains.
The menu includes both the exquisite seasonal offerings of the Bella Vista restaurant and the desserts at Al Baha, as well as in-room service.
Celebrate the pomegranate season at Anantara Al Jabal Al Akhdar: at Bella Vista, savour Italian dishes with mountain pomegranates such as Pomegranate Beetroot Tartare and Seafood Cappelletti, while at Al Baha, indulge in gourmet desserts including Choux au Craquelin with pomegranate and chocolate pomegranate tart. All offers are available for a limited time (during the pomegranate season).
