OMRAN Group building Oman as the world’s next big travel destination

Tourism is not just about numbers; it is about identity, sustainability, and community, and at OMRAN Group, we create legacies, says Hashil Bin Obaid Al Mahrouqi, CEO of OMRAN Group. These words perfectly encapsulate the mission of OMRAN Group, the driving force behind Oman’s transformation into a global tourism destination. Guided by Oman Vision 2040, OMRAN Group is redefining tourism by balancing large-scale development with sustainability, cultural preservation, and economic inclusivity. At the core of this transformation is a powerful collaboration between the public and private sectors, local communities, and small and medium enterprises (SMEs).

But how does a nation known for its rich heritage and stunning landscapes ensure its growth does not come at the cost of its identity? OMRAN Group’s strategy provides the answer.

Building on Oman’s strengths

OMRAN Group’s success is deeply rooted in Oman itself. With its untouched landscapes, vibrant traditions, and deep history, the country is a natural gem waiting to be explored. OMRAN Group sees itself as the steward of this heritage, ensuring development enhances rather than erases Oman’s unique identity.

“Our aspiration with every project is to create true landmarks that showcase Oman’s beauty and heritage, ensuring tourism drives economic growth and reflects Oman’s identity,” says Hashil. This means working hand-in-hand with local communities while ensuring sustainability is embedded in every decision.

Balancing development and heritage

Every project undergoes rigorous feasibility studies to assess financial viability, cultural significance, and environmental impact. This ensures that development serves both economic goals and cultural preservation.

A prime example is the Alila Jabal Akhdar, a luxury eco-hotel situated 2,000 meters above sea level in the Al Hajar Mountains. Built entirely with locally sourced materials, it reflects Oman’s traditional architecture while maintaining environmental integrity. It was also the first hotel in Oman to achieve LEED Silver certification, with a hydroponic farm added to support sustainability.

Similarly, The Sustainable City - Yiti reimagines modern urban living with smart technologies, renewable energy solutions, and green spaces, setting a new benchmark for sustainable tourism and urban development in Oman.

Empowering SMEs: The backbone of Omani tourism

A defining pillar of OMRAN Group’s strategy is the empowerment of SMEs because they bring authenticity, vibrancy, and local craftsmanship to Oman’s Tourism sector. Whether it is a guided adventure tour, a handicraft boutique, or a traditional frankincense-infused spa, these businesses create experiences that are deeply rooted in Oman’s identity.

One standout example of SME empowerment is the revitalisation of Nizwa Fort. OMRAN Group partnered with a local SME to manage the fort, turning it into a thriving cultural hub. The impact went beyond the fort itself. This success story inspired locals to open heritage inns, cafés, restaurants, and antique shops, transforming Nizwa into a charming and dynamic tourist destination.

“Another inspiring instance is of a female entrepreneur in Salalah who opened the first frankincense-infused SPA at one of our projects. Her business preserves an ancient Omani tradition and attracts tourists seeking authentic wellness experiences,” says Hashil.

All of OMRAN Group’s upcoming projects are designed to create new opportunities for SMEs to collaborate and thrive. These projects focus on integrating local businesses into their operational models. This approach aligns with OMRAN Group’s commitment to maximising socio-economic impact and reflects our sustainability pillars by supporting local entrepreneurship, creating jobs, and fostering long-term community development.

How OMRAN Group integrates SMEs into the tourism ecosystem

OMRAN Group identifies and nurtures collaborations with SMEs by fostering innovation, supporting capacity-building, and ensuring active participation in the Tourism sector. “Through accelerator programmes and hackathons, we provide SMEs with platforms to develop creative solutions, refine their business models, and access mentorship and funding. These initiatives encourage SMEs to innovate and contribute meaningfully to the Tourism experience in Oman,” says Hashil.

OMRAN Group also engages with local communities to identify SMEs with the potential to support their projects. “Using our ICV Blueprint Strategy, we prioritise local procurement and create opportunities for SMEs to become active participants in our supply chain. Our Intajee Platform connects local suppliers with OMRAN Group’s network, promoting ‘Made in Oman’ products,” adds Hashil.

In 2022, these efforts resulted in a 51% in-country value (ICV) index for SMEs, with OMR 15 million spent on SMEs and OMR 8.5 million on local products.

A vision for the future

As Oman moves toward Vision 2040, SMEs will play a central role in achieving the goal of 500,000 direct and indirect tourism jobs. OMRAN Group envisions SMEs as the driving force behind a vibrant, authentic, and globally competitive Tourism sector.

To ensure this, initiatives like the Najm Program are equipping local talent with the skills needed to thrive in tourism and hospitality. By fostering entrepreneurial mindsets and encouraging innovation, OMRAN Group is laying the foundation for long-term economic sustainability.

“Our Oman Tourism College plays a pivotal role in developing skilled talent. By delivering specialised programs for youth and professionals, the college ensures a steady pipeline of capable individuals who can contribute to and support SMEs in their growth journey,” says Hashil.

A global leader in sustainable tourism

Over the next decade, OMRAN Group is committed to becoming a global leader in sustainable tourism, ensuring that economic growth is inclusive and widely shared. Collaborations with the Ministry of Heritage and Tourism will continue, with a focus on:

• Balancing growth with environmental stewardship

• Ensuring local communities are central to development

• Innovating to keep Oman at the forefront of global tourism trends

OMRAN Group’s journey is a blueprint for sustainable tourism development worldwide. The world is watching as Oman proves that economic growth does not have to come at the cost of culture or sustainability. As the hospitality and tourism landscape evolves, one thing remains clear: the future of tourism is not just about luxury and landmarks. It’s about people, communities, and preserving what makes a destination truly unique.

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