Oman 'on track' to hit long-term tourism targets

Broad-based appeal and a growing reputation as an attractive destination for key markets suggest Oman could comfortably meet its long-term target to attract 11.7 million tourists by 2040, according to a new report.

The Oman economic update, produced by Oxford Business Group, highlighted the rising popularity of the sultanate to German visitors in particular.

The European country has leapfrogged the UK and the Philippines to become Oman’s third-largest tourism source market, behind the GCC and India, according to figures from the National Centre for Statistics and Information.

Arrivals from Germany reached 98,470 in the first four months of 2017, up from between 42,000 and 45,000 in the same period last year.  

The report said the increase in visitors from Germany has been buoyed by a strong showing in the cruise ship segment, with passenger numbers from the country up by almost 14,000 year-on-year.
Data showed more cruise tourists from Germany entered Oman than from any other source market in the four-month period. Visitor numbers arriving in the sultanate from Germany by other means over the same period also rose by roughly 50,000, indicating a growing market for air travel.

Growth so far this year comes on the back of rapid expansion in the wider tourism industry in recent years. The government has pledged to invest OR20 billion ($51.9 billion) in the industry.

The strategy’s objectives include targeting 11.7 million international and domestic tourists by 2040, with 5 million sourced from overseas, although given current growth trajectories, these numbers may prove to be conservative, the report noted.

International visitors totalled 3 million in 2016, up from 2.47 million the previous year while arrivals have already reached 1.3 million in the first four months of 2017, putting the country on target to achieve a full-year total of almost 4 million.

The report also said that Oman’s reputation as a safe destination is also contributing to the increase in European visitors.

To maintain momentum in the sector, later in 2017 the Ministry of Tourism is expected to roll out a digital marketing campaign targeting several markets, including Europe, China and India.