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Oman hopes tourism can foster entrepreneurship and create jobs

The sultanate has only recently begun to use its history as an economic attraction

The Salalah region, near the heritage site Land of Frankincense, is among Oman's tourism destinations Reuters
The Salalah region, home of the heritage site Land of Frankincense, is among Oman's tourism destinations

Oman is finalising plans to promote its Unesco-listed heritage sites, which it hopes will boost tourism, create jobs and preserve its culture and traditions.

The Ministry of Heritage and Tourism (MHT) is completing efforts to promote five UN-endorsed sites: Bahla Fort inland from Muscat, the archaeological sites of Bat, the ancient city of Qalhat on the coast of central Oman, the centuries-old Aflaj irrigation systems, and the Land of Frankincense near Salalah in the south.

Oman is known for fiercely preserving its heritage, but has only recently begun to use its history as an economic attraction despite grappling with chronic fiscal deficits for more than five years.

Unemployment rose to 4.7 percent in September, coinciding with approximately 80,000 graduates entering the job market. In response, the government is stepping up efforts to attract both international and domestic tourists to help build livelihoods.

In the last three years, Oman has received about 3 million tourists annually on average, mostly from Europe, Japan and China. 

To bolster tourism, the government plans to target three sectors: international, the Gulf region, and domestic (both locals and expatriates). 

The MHT is now launching a year-long campaign featuring exhibitions, seminars, and symposiums in Gulf states and European cities such as London, Paris and Frankfurt. 

It is too early to say where this ambitious plan will lead

National carriers Oman Air and Salam Air plan to introduce special holiday packages and attract travellers to Salalah, which is home to the renowned Land of Frankincense.

To publicise attractions across the rest of the country, the MHT is starting joint campaigns with tour companies including beaches, picturesque villages and heritage sites.

The government is also asking hotels to offer special packages. State-owned tourism company Omran, which manages 27 hotels nationwide, is also collaborating in the initiative. The plan covers accommodation, tours and transport, aiming to encourage more local tourists – both Omanis and expatriates – to explore the country.

In tandem, Oman’s SME Development Authority is leading initiatives to identify young Omanis who have not yet found jobs to guide them into tourism-related businesses. These ventures include tour guiding, excursions, hotel bookings, hiking, trekking and beach sports.

Once owners of new tourism small and medium-sized businesses are identified and licensed, Omran will train them via special entrepreneurship programmes and extend easy-payment loans of a maximum of 25,000 Omani rials ($65,000) payable over 10 years. The MHT will also arrange regular promotions for new entrepreneurs, marketing their wares in every major Oman city.

The government’s decision to bolster the tourism sector by encouraging young Omanis to establish SMEs has sparked debate. Some expatriates in Oman argue that locals’ previous attempts to run tourism SMEs have not been successful. These same expats suggest that similar opportunities should be extended to expatriates to ensure a more equal distribution of prospects.

They may well have a point. But the MHT wants to create self-employment for young job seekers, who may employ fellow graduates when their businesses are successful. 

It is too early to say where this ambitious plan will lead, but it is worth taking the chance to boost Oman’s economy, self-employment and job creation.

Saleh Al-Shaibany is a journalist and lecturer, and CEO of AlSafa Press & Publishing