Search Results forOman
Culture and Nature Drive Oman’s Tourism Experiences, scope for growth remains: Mabrian
Oman’s tourism activity offerings highlight the country’s strongest assets: a rich local cultural heritage and an extraordinary variety of landscapes, as shown by an analysis carried out by Mabrian, the global travel intelligence and tourism advisory partner. The study indicates that cultural experiences remain a central pillar of the offer, yet nature and active lifestyle activities together now surpass culture as the main source of discovery and enjoyment for travellers exploring the Sultanate. Mabrian, part of The Data Appeal Company - Almawave Group, examined supply and demand trends for experiences marketed through major online activity platforms across Oman’s 8 regions, using data from August and September 2025. “Our data intelligence shows clear opportunities to broaden Oman’s tourism offer around experiences beyond its cultural core, a particular yet relevant element of its tourism value proposition. Strengthening nature and active experiences in underrepresented regions, and making more family-oriented products available online, can help the country reach new segments and extend visitor stays,” says Sonia Huerta, Director of Insights & Tourism Advisory at Mabrian, and supervisor for this in-depth analysis. A Regionally Concentrated Offer, Led by Muscat and Ad Dakhliyah Mabrian’s data reveals that 37% of all activities and experiences available in Oman are concentrated in cultural tourism, linked to local heritage and monuments. This is followed by nature (28%) and active tourism (17%), which combined account for 45% of total activities offerings in the Sultanate. In terms of sub-products, the top three categories are local heritage, natural landscapes, and active tourism by the sea. Family-oriented activities still hold a limited share of the total portfolio, suggesting an opportunity to expand and reinforce segmented offerings specialised in this segment, or better highlight existing options suitable for families with children of different ages. In terms of how the offerings are distributed across Oman, data indicates a strong concentration Muscat and Ad Dakhliyah, which together account for more than half of the country’s total activities & experiences offer. Muscat alone represents 37% of all activities, reflecting its role as the capital, main entry point, and cultural hub. Ad Dakhliyah plans and activities (16%) complements Muscat, with its impressive forts, canyon-like landscapes, and traditional villages, offering a rich contrast to the urban environment. In the south, Dhofar (14%) shows significant potential to expand its online tourism offering. Its portfolio focuses on nature and sunbathing experiences, leveraging its coastal location and the appeal of the Khareef season. Musandam stands out for its gastronomic identity, driven by traditional seafood cuisine and cross-cultural influences from nearby Gulf countries; in fact, cultural activities are less prominent in this region, while food-related experiences are proportionally higher. Moreover, “our analysis also unveils an organic segmentation of the activities offerings, based on the particularities of each region, which is very promising in terms of promoting very customised itineraries, and also boosting travellers’ satisfaction with Oman experience”, explains Mabrian’s specialist. Experiences’ Strong Appeal to International Demand This analysis also explores demand behaviour around activities and experiences in both the international and domestic markets, showing that foreign travellers are at the core of activities demand in the Sultanate. German visitors stand out as the leading source market, followed at a distance by France, Italy, and the United Kingdom. Domestic tourism demand of activities and experiences remain limited, likely due to lower use of online platforms to hire this kind of services among local travellers. Diving deep in the top three European Markets (Germany, France, and Italy) reveals a shared interest in cultural, nature-based, and active experiences, but with distinctive preferences. Germans favor experiences involving nature (34%), reflecting their strong interest in outdoor and environmentally focused travel. Italians prioritize cultural experiences (31%), with gastronomy also playing a notable role in their travel behavior; whereas French visitors show the most balanced distribution of interests across activity categories. Considering traveller profile perspective, Mabrian identifies couples (39%) and solo travellers (25%) as the main demand segments for activities available in online platforms, while groups and families account for 18%, respectively. As Mabrian expert explains, “this highlights Oman’s reputation as a secure and welcoming destination, particularly for women”.
Oman Air Achieves CAA Approval for ATO, Receives First Batch of Cadets
Oman Air is proud to announce that it has successfully obtained its Approved Training Organisation (ATO) certification from the Civil Aviation Authority (CAA) of Oman. The certificate was officially presented by His Excellency Eng. Naif Al Abri, CAA President, during a ceremony held at Oman Air’s Flight Training Centre in Seeb. With the ATO certification, the Oman Air Flight Training Centre (OAFTC) is authorised to conduct full type rating flight training on Boeing 737 and 787 in accordance with the CAA regulatory framework. This makes OAFTC the first facility in the country to offer such training. The airline has already begun training the first batch of cadets, who graduated from the Airline Transport Pilot License (ATPL) programme, alongside its existing pilots transitioning from the Airbus fleet to the Boeing 787 and 737 aircraft. “The Civil Aviation Authority commends Oman Air for achieving its ATO certification and for its role as a trusted partner in the development of Oman’s civil aviation sector,” said Eng. Naif Al Abri said. “By empowering Oman Air to deliver advanced training locally, we are supporting national capability-building and laying the groundwork for the sector’s long-term growth in line with the objectives of Oman’s 2040 Vision.” “Achieving ATO certification represents a major step forward in Oman Air’s operational journey. It enables us to continue delivering specialised, high-quality training that reflects our operational needs and safety standards, while strengthening Oman’s position as a centre of excellence in aviation training,” added Captain Nasser Al Salmi, Chief Operating Officer at Oman Air. “We deeply appreciate the CAA’s guidance and support throughout the certification process and are proud of our exceptional team of pilots and instructors who continue to uphold the highest standards of operational excellence.”
Oman Air and Qantas boost loyalty partnership via reciprocal frequent flyer accrual
Oman Air and Qantas usher in a major milestone for travellers between Oman and Australia with activation of reciprocal frequent flyer accrual between Oman Air’s Sindbad and the Qantas Frequent Flyer programme. This development builds on a redemption agreement already in place: since October 2024, Sindbad members have been able to redeem their Miles on flights with Qantas, with Qantas members able to access the same benefits on Oman Air’s network. Now, post Oman Air’s joining oneworld, Sindbad members can also earn Miles and Tier Credits when flying with Qantas, while Qantas members can earn Points and Status Credits when flying with Oman Air. This strengthened partnership not only delivers greater rewards and recognition for Sindbad and Qantas Frequent Flyer members but also supports the national tourism objectives by encouraging more visitors from Australia to include Oman in their travel plans. With seamless connectivity and a new digital stopover programme, the airline makes it easier and more appealing than ever for guests to experience Oman as part of their journey. The opening of a new chapter Oman Air’s head of partnerships and alliances Rohan Patell declared: “Today marks an exciting new chapter in our relationship with Qantas and for Oman Air’s presence in Australia.” The airline’s vice-president for loyalty, guest experience, and brand Renata Rached added: “By building on our existing redemption arrangement, we are delivering even greater value and a truly seamless loyalty experience for our members, while making journeys to and beyond Muscat even more appealing.” Kate Sherwood, head of Qantas Airline Loyalty, pointed out that Qantas Frequent Flyers already have access to tens of thousands of reward seats across the Oman Air network. Sherwood said: “We’ve seen strong demand from members since launching our partnership last year. Now, with the opportunity for members to earn Qantas Points and Status Credits, travel with Oman Air across Asia, Europe and the Middle East will be even more rewarding.”
Oman Air Launches Global Sale with Up to 25% Off on Fares
Back by popular demand, Oman Air’s Global Sale offers up to 25% off Business and Economy Class fares across its network. Combining affordability with convenience and choice, the airline is also unveiling a significantly expanded winter schedule with additional flights on some of its most popular routes. In Europe, London will increase to 11 weekly flights with a double daily frequency four days a week. Moscow will also grow to nine weekly services, and Zurich returns as a seasonal destination with six weekly services. The airline will also operate its first winter schedule to Amsterdam with four weekly flights and a full winter programme to Rome with up to four flights each week. In Asia, Phuket flights will operate up to 11 times per week, while Kuala Lumpur will grow to nine weekly services. Within Oman, services to Salalah will climb to 35 weekly flights, peaking at 42 during peak periods to accommodate strong seasonal demand. In addition to discounted fares, travellers booking through the Global Sale will also enjoy Oman Air’s award-winning service and signature Omani hospitality across a growing network of destinations. The Global Sale runs until 2 October 2025 and is valid for travel between 3 November 2025 and 11 March 2026, covering both one-way and round-trip fares. Tickets can be booked via Oman Air’s website or the mobile app. The offer excludes interline flights and codeshare partners.
Sabah: Asia’s new paradise for luxury and romance in Malaysia
The Malaysian state of Sabah, long celebrated for its natural wonders, now takes centre stage as Asia’s new paradise for luxury and romantic holidays. With pristine islands, golden beaches, rainforest hideaways, world-class resorts, and rich cultures, the Malaysian state is fast emerging as a leading destination for discerning travellers seeking indulgence and intimacy. More recently, Indian visitor arrivals to the state recorded an impressive 60% growth in 2024. The last year’s growth has been backed up by another robust 40% growth in Indian visitor arrivals to Sabah for the January-July 2025 period compared to the same period last year. Sabah has received a total of 5,996 Indian visitors in the first seven months of 2025. At the forefront of Asia’s high-end travel market, Sabah is today harnessing its natural assets with exceptional hospitality and curated experiences for the growth in Indian as well as global visitors. Sabah is redefining luxury travel, offering not just elegant resorts and fine dining but also space, peace, and meaningful experiences. Travellers can choose from private villas by the sea, five-star resorts with world-class service, or eco-lodges that blend comfort with nature. What sets Sabah apart is its fusion of modern hospitality with cultural and natural treasures. From wellness retreats using local herbs to chefs blending global flavours with local ingredients to traditions adding warmth to every stay, Sabah offers a luxury experience that feels both distinct and authentic. Thanks to its growing reputation as a premier luxury‐destination, Sabah recorded 3.14 million tourist arrivals in 2024—surpassing its target of 3 million—and generated RM 7.28 billion in tourism receipts. The state is now aiming for 3.5 million arrivals in 2025. Luxury and Romance in Sabah Sabah sets the stage for unforgettable journeys with experiences that blend indulgence, nature, and romance. Couples can unwind in exclusive oceanfront villas or private island resorts, sail together on sunset cruises, or share intimate candlelit dinners under starlit skies. For those seeking a touch of adventure, diving into Sabah’s crystal-clear waters reveals vibrant coral reefs, while treks to hidden waterfalls or wildlife encounters in lush rainforests turn exploration into shared memories. Highlighting Sabah’s unique diversity, Julinus Jeffery Jimit, CEO of Sabah Tourism Board, said: "Sabah offers a unique 'mountain high to ocean deep' experience that perfectly matches Indian travelers' preferences for diverse, culturally rich destinations. The destination features Mount Kinabalu, Malaysia's highest peak at 4,095 meters and UNESCO World Heritage Site, alongside Kinabalu Park - one of only three places globally with three UNESCO designations. For marine enthusiasts, Sipadan Island ranks among the world's top 10 dive sites, offering encounters with thousands of barracuda, sea turtles, and pristine coral reefs,” Exclusivity with Authenticity As a premium luxury destination, what sets Sabah apart is its ability to blend exclusivity with authenticity. Here, untouched landscapes meet five-star comforts, and age-old traditions enrich the modern luxury experience. From private island retreats to bespoke adventure tours and destination weddings, Sabah is redefining the idea of romantic luxury in Asia. Couples and high-end travellers can indulge in secluded beachfront villas, private island resorts, and rainforest retreats while still being immersed in culture and nature, thus enjoying five-star exclusivity without losing touch with the destination’s soul. With its traditional warm hospitality, encounters with indigenous communities, and nature-based adventures, Sabah is carving a niche in the global luxury market. The state’s growing appeal as a yachting destination, supported by improving infrastructure, further adds to its allure. Seamless Connectivity Located in the northern part of the Borneo Island in East Malaysia, Sabah, the hidden jewel of Borneo, is well connected to the rest of Malaysia and the wider world. The state’s Kota Kinabalu International Airport (KKIA) is Malaysia’s second busiest airport, operating regular direct flights from major Asian hubs. For Indian travellers, seamless connections are available via Kuala Lumpur, Singapore, and Bangkok. This growing connectivity is a key driver in positioning Sabah as a rising destination of choice for international visitors seeking an exotic yet easily reachable escape.
OHI Group Advances Oman’s Digital Transformation Through Landmark Partnerships Announced at COMEX 2025
OHI Group concluded its participation at COMEX 2025 by showcasing the power of partnerships in advancing Oman’s digital transformation. Central to its announcements was an agreement with the Environmental Authority to launch the Government Unified Radiation Tracker (GURT). This pioneering national system will monitor and manage radioactive sources and nuclear materials across the Sultanate. Additional partnerships were also announced with the University of Technology and Applied Sciences (UTAS), the Ministry of Education, Oman Air, Al BaStinah North Governorate, and leading industry partners, D2C and Huawei. Reflecting on the Group’s strong presence, Eihab Al Saleh, Vice Chairman and CEO of OHI Group, said: “COMEX 2025 has provided a powerful platform to demonstrate how OHI is shaping the nation’s digital future. By joining hands with government entities, academic institutions, and major corporations, we are creating practical solutions that drive innovation, build national capabilities, and contribute to a more sustainable and digitally empowered Oman.” During the exhibition, OHI Group presented an appreciation award to H.E. Dr Ali Al Shidhani, Undersecretary of the Ministry of Transport, Communications and Information Technology (MTCIT), in recognition of his leadership and the Ministry’s role in advancing Oman’s digital transformation in alignment with Oman’s Vision 2040. The Group was also honoured by Huawei with the Golden Partner Award for driving joint business growth. International Information Technology Co. LLC (IITC), OHI’s Group Subsidiary, signed a Memorandum of Understanding with the University of Technology and Applied Sciences (UTAS) to strengthen academia–industry collaboration. The agreement will create pathways for students to gain hands-on experience through internship and training programs, while also providing UTAS with IT support and knowledge-transfer workshops in emerging technologies such as AI-enabled academic tools and digital document management.
Oman Air signs agreement with Software Systems LLC
Oman Air and OHI Group subsidiary Software Systems LLC (SSL) signed an agreement for the implementation of a new Enterprise Document and Records Management System (EDRMS) at COMEX 2025. The initiative marks a significant step in the airline’s enterprise modernisation strategy, which aims to replace traditional manual and paper-based processes with digital, automated solutions that strengthen efficiency, sustainability and compliance. The agreement was signed by Oman Air vice-president for digital and IT Ridha Jafar Al Lawati and OHI Group business development director Rami Maqbool Al Saleh. Towards seamless implementation Al Saleh explained that his company is collaborating closely with Oman Air to deliver a seamless and successful implementation of the EDRMS solution. He said: “This strategic partnership is set to unlock the advantages of a secure, fully digital documents and records management environment, raising the bar for efficiency, compliance and innovation across the aviation sector.” Al Lawati added that the collaboration casts the spotlight on Oman Air’s commitment to leveraging cutting-edge technology to modernise its business processes. According to Al Lawati: “By implementing EDRMS with SSL, we are empowering our teams with seamless collaboration tools and real-time data access, while reinforcing our dedication to working with leading Omani companies that can help drive innovation and shape our digital future.”
Oman Air Highlights Digital Innovation at COMEX 2025
Oman Air, the national airline of the Sultanate of Oman and Official Carrier of COMEX 2025, is showcasing its role as a modern, digital-first airline through a series of activations and thought leadership engagements at the flagship technology exhibition. As part of the conference programme, Oman Air’s Commercial and Digital teams shared insights on the transformative impact of digitalisation in the airline industry, as well as the airline’s own digital journey that has introduced significant enhancements in guest experience, ancillary services, and smarter retailing. “Our ongoing digital transformation reflects our broader strategy to solidify Oman Air’s position as a leading and innovative carrier, while making travel simpler, smarter, and more rewarding,” said Mike Rutter, Oman Air’s Chief Commercial Officer. “We’re proud to be part of COMEX, to showcase how the future of aviation is taking shape, how we’re driving innovation to enhance the travel experience, and how we’re supporting the continued development of Oman’s digital ecosystem.” Oman Air’s recent digital initiatives include the launch of its new online booking platform, Oman Air Holidays, the revamp of its website and mobile app, and the introduction of flexible fare bundles, tailored to guests’ needs. As part of its strategy to strengthen engagement on its channels, the airline has increased direct sales to over 70%, up from less than 25% prior to its transformation and reducing reliance on third-party channels. Part of its ongoing journey, the airline is revitalising its loyalty programme, Sindbad, expanding its range of ancillary products, and harnessing AI to enhance both customer service and the booking process; just a few examples of the exciting initiatives currently underway. Visitors to COMEX 2025, taking place at the Oman Conference and Exhibition Centre until 11 September, can find out more about Oman Air’s innovative digital solutions at its dedicated booth.
IWTA interviews Catherine Edwards on Growing a Career in Hospitality Branding as a Woman in Asia
IWTA interviews Catherine Edwards on Growing a Career in Hospitality Branding as a Woman in Asia If you know of any female leaders or up and coming superstars in the Travel and Hospitality industry you would like to hear their story, please visit our page and complete a nomination form! NOMINATE SOMEONE NOMINATE YOURSELF
Oman Air Achieves Over Threefold Increase in Point-to-Point Traffic
Oman Air has achieved a landmark milestone with a near threefold increase in point-to-point passengers – rising from 75,000 in June 2024 to 200,000 in June 2025 alone. Point-to-point traffic - passengers flying directly into Oman rather connecting onwards - now accounts for 58% of the airline’s total flight loads, nearly two times higher than any other GCC airline. The news marks a significant advancement in Oman Air’s strategy to drive inbound tourism into Oman and support national economic goals. Mike Rutter, Chief Commercial Officer at Oman Air, said: “A core pillar of our strategy is to increase point-to-point traffic; not simply by adding more flights, but by ensuring each flight brings more visitors directly to the country. The growth we have achieved is the direct result of careful route planning, targeted marketing, and a network strategy that prioritises stable demand over aspiration. Our approach not only supports national tourism goals, but also drives a stronger revenue performance for the airline, which in turn will enable us to open new routes sustainably. We remain focused on keeping travel to Oman both accessible and attractive, while delivering on our promise to be an engine of Oman’s tourism growth.” Oman Air continues to invest in expanding its route network, fleet modernisation, and service excellence to maintain its leadership in the region and deliver an exceptional experience for its guests. The airline’s most recent network expansions include Amsterdam, which opens direct access to the high-value Benelux market, and the re-introduction of double-daily flights on its popular London route, starting from October 2025. Meanwhile, as the newest member of the oneworld Alliance, it provides seamless connectivity between Oman and over 700 countries and territories across the globe, including new markets like Japan, Australia and North America. As Oman continues to invest in its tourism infrastructure, Oman Air’s focused approach is playing a crucial role in increasing visitors, generating tourism revenue, and shaping the nation’s appeal on a global stage.
Oman Air (Thailand office)
Bangkok Thailand
Oman Air
Oman Air London Office, Hammersmith Road, London, UK United Kingdom
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