Majlis Al Jinn cave, which counts as one of the 10 largest subterranean caves in the world, is being developed as an adventure tourism hub.
The cave – which is large enough to fit 12 Boeing 747 jets wing to wing – is roughly two hours from Muscat. Speaking at WTM London, his excellency Azzan bin Qasim Al Busaidi, undersecretary for tourism, said the experience offered was perfect for the adventure market.
The country is also creating a major new geological park, Al-Hajar Geological Park. Al Busaidi said access to a large area, rich in geological assets, was being unlocked for visitors.
Also in the pipeline is the Maritime History Museum, which is under construction in Sur, a coastal town with a long history as a trading port. Al Busaidi explained this was the first time that Oman’s seafaring stories, stretching over hundreds of years, would be amplified.
“The Maritime History Museum will be an interesting addition to the product of mix of Oman,” he said. “It reflects a different part of our heritage that’s not really known about.”
All these developments should help Oman shrug off its reputation as a niche, luxury destination, he added.
'We want to build relationships with the world'
Bookability was also an important consideration, he said, referencing the 30-plus stand partners, attending WTM London, discussing “ways and means to get more visitors to Oman".
He also said high-profile partnerships with mainstream operators such as Tui were helping Oman tap into the operator’s customer base.
Tourism promotion agency Experience Oman feeds into the new Oman Promotional Brand Office, created by Oman’s ruler, his Majesty Sultan Haitham bin Tariq Al Said, which is intended to develop the nation brand of Oman, and help distinguish the country from its neighbours in the Middle Eastern bloc.
Dr Faris Turki Al Said, director, said: “We want to show Oman, not as a transactional state, but a state that wants to build relationships with the world.
"Our deals are about people, not money. Yes, the deals offered next door may be bigger and better, but we want people to come to us because they prefer the human interaction of the brand.”
