Oman is doubling down on its tourism ambitions, committing USD 208 million to develop Salalah’s tourism complex. This is a strategic investment designed to energise the local economy and create job opportunities, aligned with Oman’s broader Vision 2040 economic diversification.
Salalah is experiencing a remarkable rebound in tourism. From 924,127 visitors in 2023 during the Khareef season to a record 1,006,635 by 31 August 2024, the once under-the-radar destination welcomed an 8.7% YoY increase in visitors.
Specifically, visitor numbers arriving by air increased from 209,528 in 2023 to 220,528 in 2024, marking a 5.2% rise, while 776,107 tourists arrived by land, underscoring the region’s accessibility and appeal.
Oman is building on Salalah’s success with a host of recent initiatives aimed at elevating its global tourism profile. Just in the last four weeks, we’ve seen:
- Arab Heritage List recognition: Four historic sites in Oman, including ancient mosques and forts, were added to the Arab Heritage List, enhancing the Sultanate’s cultural visibility and appeal.
- Launch of Oman Air Holidays: Oman Air has teamed up with TUI to launch ‘Oman Air Holidays’, offering curated travel packages to over 20 destinations. This new service amplifies Oman’s exposure as a travel hub and strengthens the synergy between flight services and package tourism.
- Promotional campaigns: Oman’s Ministry of Heritage and Tourism has been rolling out an expansive 2025 global promotion drive featuring:
- New tourism representative offices in markets like China, Russia, Spain, Latin America, Southeast Asia.
- Participation in over 23 global exhibitions and workshops.
- Over 100 familiarisation trips for travel agents and media.
- Special focus on niche segments (marine, adventure, golf, wedding tourism).
- High-impact media campaigns and digital marketing via the “Discover Oman” platform.
These developments come at a time when Oman’s tourism sector is enjoying real, data-backed momentum:
- Oman has already attracted OMR 2.59 billion (USD 6.7 billion) in tourism investment and is on track to reach its OMR 3 billion (USD 7.8 billion) target for 2025.
- The country saw a 41.2% jump in international tourist arrivals from 2022 to 2023, with an expected compound annual growth rate of 7.4% through to 2027.
- Hotel performance metrics and traveller satisfaction indicators continue to rise across the Sultanate, particularly in Dhofar and Musandam regions, strengthening Oman’s reputation as a high-potential, sustainable destination.
Oman’s USD 208 million commitment to Salalah’s tourism complex is more than a regional development. It’s a clear sign the Sultanate intends to significantly elevate its tourism ecosystem in a structured, sustainable, and internationally competitive way. With yearly visitor growth already exceeding expectations, Salalah is fast becoming a flagship destination for Oman’s broader tourism transformation.
As the government strengthens partnerships, enhances infrastructure, and expands its international promotional efforts, Oman is positioning itself as a premium destination rooted in authenticity, heritage, and natural beauty.
Also read: Oman’s untamed beauty: mountains, beaches, islands and wadis
