Sustainable Luxury: Oman’s drive for luxury tourism

Over the next year Oman will be opening more luxury hotels than any other destination across the GCC. Focussing on Oman’s first integrated tourism complex, had a quick chat with the five-star luxury accommodations across Oman to find out more on what the country has to offer for visitors.


Oman’s first integrated tourism complex: Al Mouj

Al Mouj Muscat welcomes 3.9 million visitors annually and through outstanding leisure experiences, Oman’s first Integrated Tourism Complex (ITC) is delivering on its promise of developing tourism in the Sultanate, thus contributing to major economic growth. Al Mouj Muscat, a world-class destination, attracts local, regional and international tourists through its award-winning golf course, lively marina and an array of oceanfront culinary experiences. This comprehensive destination is home to leading hotels.

Championship Golf Course

Al Mouj Golf is a travel and tourism success story in its own right, with the Greg Norman-designed course earning global recognition as a World 100 championship course and consistently being placed in the top two in the Middle East owing to its exceptional playing attributes and magnificent oceanside setting.

5-time Accredited Gold Anchor Marina

Another jewel in Al Mouj’s crown is its show-stopping Gold Anchor marina, which surrounded by luxury residences, is also expanding and upon completion will accommodate 400 berths. It provides an unrivalled setting for yacht owners and boating enthusiasts, who have a superb team of experienced marina staff and support services at their disposal. In addition to being able to welcome more vessels, Al Mouj Marina established the marine tourism industry and is currently home to 17 sea tour operators.

Oceanfront Culinary Experiences

The oceanfront destination is also a well-established and vibrant hub for shopping and dining out, boasting over 85 international and independent retail brands located in architecturally beautiful malls and open spaces close to its marina.

Sports Tourism

It is by creating opportunities for exceptional experiences that Al Mouj has played a major part in developing sports tourism, a growing and increasingly important feature of Oman’s tourism sector. It has hosted several prestigious events.


Nasser bin Masoud Al Sheibani, CEO – Al Mouj Muscat

Tourism is a key pillar of Oman Vision 2040 as it boosts job creation, in-country spend and creates new avenues for enterprise. Since inception, we have seen the development and growth of the sector, bringing in tourists from around the world. Al Mouj Muscat is a key destination, attracting international events such as the Louis Vuitton America’s Cup World Series, which generated an impact of 10 million Omani Rials.


Juan Paolo Alfonso, General Manager, Alila Hinu Bay

We are continuing to see growth in sustainable tourism and now eco-conscious travelers are selecting hotels based on its eco-friendly practices. Alila Hinu Bay is the first resort in the region that meets Earth Check standards. We have 112 eco-friendly rooms and villas, minimalistically designed with natural and mostly local material, we are also conscious of water use, waste management, biodiversity conservation, and community engagement. In our restaurants, our chefs work towards creating a sustainable menu focusing on local produce and ingredients, supporting the native fisherman and fruit traders.


Zeki Ozal, General Manager, Jumeirah Muscat Bay

Sustainable luxury today is less about “things” and more about experiences – it’s about careful craftsmanship, unique cultures, untamed landscapes, and going slow. Oman fits these criteria perfectly, making it a popular destination for those looking to combine nature and wellness with cultural interest. At Jumeirah Muscat Bay, we have focused on taking cues from the natural landscape. From our design and architecture – created to be in harmony with the surrounding landscape and interiors offset – to our adventurous wellbeing offering across mountains and sea, and innovative dining concepts.


Maren Kuehl, General Manager, Anantara Al Jabal Al Akhdar Resort

Every day we see more demand on sustainable travel and we believe that sustainability should be a part of everyone’s lifestyle. We continuously look for opportunities to be more sustainable at Anantara Al Jabal Al Akhdar and showcase that to our guests. Just to name a few of our important initiatives: eliminating plastic in all areas, adding a hydroponic garden, and growing and harvesting fruits and vegetables in our gardens. Our resort is located in the mountains of Al Jabal Al Akhdar, and with its many wadis and villages, there is a lot to see and do to enjoy its beautiful nature. We always try to reflect on the nature.


Andrea Orru, General Manager, Al Baleed Resort Salalah by Anantaa

Al Baleed Resort Salalah by Anantara offers sustainable luxury by prioritising the environment and the needs of our guests. We use sustainable practices, such as energy and water conservation, eco-friendly product usage, local community support, and environmental preservation, to minimise our impact. Nestled in Salalah’s natural beauty, visitors can enjoy eco-friendly activities like hiking, traditional markets, and historical sites that showcase the region’s rich heritage. A visit to the Al Baleed Archaeological Park and Frankincense Museum, a UNESCO World Heritage site, and the stunning Wadi Darbat are highly recommended.


René D. Egle, Area General Manager, Shangri-La Al Husn and Shangri-La Barr Al Jissah, Muscat, Oman

Immersive and Cultural Experience introduced by Shangri-La Al Husn, Muscat. Oman offers a wide range of immersive and sustainable experiences for those looking for the perfect getaway from the hustle and bustle of the city. As an emerging destination in the Middle East, Oman has so much to offer from scenic mountain discoveries and canyons to beach escapes and deserts exploration. The rich art, culture and heritage of Oman is fundamental in the promotion of the destination to high-end travellers looking to experience something unique. Outdoor and cultural enthusiasts can ride on a Frankincense tour.


Erkan Karatas, General Manger –  Al Bustan Palace, a Ritz Carlton Hotel, Oman

With the growing demand for purpose-driven travel, luxury travellers are  putting sustainability at the forefront of their next holiday destinations. Oman’s Vision 2040 will significantly enhance its pace by leveraging sustainable tourism as one of its pillars — making Oman as a top sustainable travel destination. Al Bustan Palace, a Ritz-Carlton Hotel, embraces this pillar by catering to luxury travellers seeking eco-friendly experiences through a host of ongoing sustainable practices. Oman’s vision plays a pivotal role in the Sultanate’s tourism development. Oman boasts several natural ecotourism attractions.

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