Will Tourism Change Sustainably Under Oman Vision 2040?
Scribbled by Claire ◊ 14 May 2023
Below we chat a little about how Oman Vision 2040 will affect tourism in the Sultanate, what we can extrapolate from the information currently published, and whether Oman’s tourism can be developed sustainably.

It’s no secret – Oman is my favourite country across the entire world. With raw natural beauty, minimal tourist infrastructure and renowned hospitality; this combination makes for a perfect, outdoorsy trip.
As I sit, planning my fourth month-long excursion to this epic land, I’m reading about its development. Not only in the tourism sector, but aggressive plans aimed to diversify the nation’s economy, increase regulations and decrease Oman’s reliance on oil. This ambitious strategy has been named Oman Vision 2040 and involves investments topping 35 billion U.S. dollars, 88% of which is required from the private sector.
This whole article started with my instinctive (probably irrational) panic at the words ‘zipline’ and ‘Oman’, used in the same sentence in a recent article. I was picturing an entire unsustainable Costa Rica or Cancun kind of disaster, so looked more into it and learnt about Oman Vision 2040.
I checked out the types of tourism development the government was planning, whether it could be sustainable, and considered how this will change the country, for better and worse. Here’s a little summary of what I’ve discovered.

IN THIS ARTICLE //
Oman Vision 2040 and Sustainability
WHAT IS OMAN VISION 2040 – A SUMMARY
– TOURISM STRATEGY WITHIN OMAN VISION 2040
– WHICH REGIONS ARE TARGETED?
WHAT IS TOURISM LIKE NOW IN OMAN?
SPECIFICS IN THE OMAN 2040 VISION PLAN
– DETAILED FUTURE PROJECTS
IS TOURISM DEVELOPMENT WITHIN OMAN VISION 2040 SUSTAINABLE?
– SOME SUSTAINABILITY BENEFITS
– SOME SUSTAINABILITY NEGATIVES
SUSTAINABILITY AND MISMANAGEMENT
MODERNISATION IN OMAN
– OMAN IN THE FUTURE
FINAL THOUGHTS
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What is Oman Vision 2040: a Summary
Announced in 2016, Oman Vision 2040 is a national plan for economic diversification and infrastructure development. It aims for substantial growth between the years of 2021 and 2040, designed to establish a more robust and sustainable economy.
The mission is split into three phases: preparation (2016-2020), growth (2021 – 2030) and stability (2031-2040).
This ambitious, long-term strategy includes reducing the sultanate’s hydrocarbon industry reliance and creating more sustainable cities (Oman is dedicated to being carbon neutral by 2050). It is intended that private enterprises will fund most of the massive projects. The initiatives are spread across various industries, including tourism, manufacturing, energy, transport, mining and agriculture.
Tourism Strategy Within Oman Vision 2040
The Omani government has identified tourism as a key feature to help reduce the sultanate’s reliance on oil-based revenues. However, up until relatively recently, information on the specifics of the tourism endeavours guided by Oman Vision 2040 appeared to be pretty vague.
It started in 2016 when the National Tourism Strategy (NTS) was launched. The NTS plans to increase visitors to the country by more than 400 percent, from 2.6 million in 2015 to 11.7 million in 2040. They also included a target to increase the percentage GDP revenue related to tourism from 2.6% to 6%. The scheme also intends to add more than half a million jobs by 2040 to the tourism industry, 75% of those to be filled by Omani nationals.
The initiative specifically targets international visitors, encouraging more people from east Asia, North America and the eurozone. Currently, most visits to Oman are from the Gulf region, followed by the rest of MENA (Middle East and North African countries).
Another NTS target is to expand and diversify accommodation across the sultanate, specifically outside of Muscat. It aims to increase the number of rooms available across the country to 80,000, with Muscat’s proportion reducing from 53% to 31% and Dhofar increasing from 12.6% to 23.8%.
Which Regions are Targeted?
As part of Oman Vision 2040, the Omani Ministry of Heritage and Tourism (MHT) identified five ‘natural attributes’ for development: wildlife, mountains, wadis, deserts, and coastline. They also recognised five constituents of ‘culture and heritage’: cities and villages, world heritage sites, cultural heritage, symbols, and norms and traditions. In total, the MHT identified 14 regions (called clusters) across Oman for promotion; encompassing sites that match the features above.
These clusters are a bit vague and do not explicitly discuss what the proposals are for each area. Five regions have been prioritised early in the first phase, including coastal Musandam, the Frankincense trail around Salalah, cultural spots in Muscat, forts and mountain villages in Al Dakhiliyah (Nizwa area) and the coast of Ash Sharqiyah South (Sur to Masirah Island).
Other governorates across Oman have been tentatively scheduled for development during 2026 to 2031.
WHAT IS TOURISM LIKE IN OMAN NOW?
Oman feels relatively unique, at least in a touristic sense. The nation has quality highways, hotels, and restaurants in a handful of main towns and cities. However, this contrasts with the minimal to non-existent tourist infrastructure relating to activities, services and entertainment, especially outside of Muscat. Consider the more than 3000 stunning kilometres of coastline; this rarely has any services other than the occasional shelter and a trash bin.
There are currently almost no hostels aimed at lower-budget backpacker-style travellers, especially solo ones. Public transport, apart from some buses between bigger cities, is minimal.
Presently, there are few tourist facilities in popular, high trafficked areas. Well-known wadis, mountain villages and hiking trails lack general provisions such as bathrooms, signage and even paved access. There are no developed campgrounds and few public washroom facilities.
Having said all that, the country has a growing number of luxury resorts, especially around the Muscat coast and on Jebel Akhdar. Oman is well-equipped to serve higher-end, luxury travellers too and I’d be remiss to not mention that in this summary. (I am, alas, not one of those people!).
This lack of infrastructure sounds like a negative, but, for me, is actually a draw. Tourist infrastructure tends to encourage the crowds and, unless sustainably managed, can irreparably damage a region.
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THE CURIOUS POOLS OF WADI ABYAD | AN OFF ROAD HAJAR MOUNTAINS ITINERARY


VISITING OMAN?
Explore some wadis:
Take a look at our 13 favourite wadis
Hike Oman’s favourite Wadi Shab
Live in a fairytale at the Wadi Damm pools
Explore the quirky white pools of Wadi Abyad
or the magnificent waterfalls of Wadi Darbat
Explore the cities and mountains:
Feel intrepid on an Oman offroad mountains itinerary
Discover what dramatic means with this Salalah itinerary
See some offbeat spots around Sur
Explore Oman’s cultural heart in Nizwa
Prepare with our Oman driving guide
Max out your time in Oman with these Muscat day trips
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Specifics in the Oman Vision 2040 Tourism Plan
More recently, the MHT has unveiled more precise details for certain regions in Oman. Along with particular locations, adventure tourism has been identified as a priority, including caving, hiking and ziplining. These are among 40 adventure tourism endeavours that have been earmarked for boosting Oman’s tourism by the end of 2025.
One of the recently launched adventure tourism enterprises is the ‘Flying Fox’, the planet’s longest over-water zipline, near Khasab, Musandam. This region, traditionally known for craggy mountains, diving expeditions and traditional dhow cruises, is being gradually redeveloped as an adventure capital. It is the first of many projects planned by the Oman Adventures Centre, a development supported by the government to encourage adventure tourism in the region.
Another recent cultural addition is the Oman Across Ages Museum, a national heritage centre, opened in March 2023. This futuristic space, just south of Nizwa, celebrates the history and future of Oman. It is housed in an architecturally stunning design and provides some (sorely missing) historical context to the country.
In terms of luxury travel, there has been significant investment into ‘integrated tourism complexes’ (ITCs). These are zoned areas where foreign nationals are allowed to own property (and also short-term tourist rentals too). There are already at least three of these east of Muscat, with nine more ITCs currently being built, including the luxury resort developments at Yiti Beach and As Sifah. More complexes further from Muscat are also under development in Al Sharqiyah and the exclave of Musandam.
Detailed Future Projects
Future projects detailed in Oman Vision 2040 include a cable car in the Botanic Garden at Al Khoudh in Muscat. The new Oman Botanical Garden, costing $175 million, will be one of the largest in the world when it is finished in 2025. Another addition is a zipline at Wadi Darbat, home to Oman’s prettiest waterfall (although I thought there were already ziplines there?).
Developed hiking trails will be introduced at the well-known perennial springs at Wadi Bani Khalid and Wadi Al Abayeen. 15 other trails will be paved, mostly in the rugged Hajar Mountains region. Apparently, there is a suspension bridge being built at Wadi Shab too, although finding any information about that is difficult.
Jebel Akhdar is to have a road paved to the tiny cliffside village Al Sugra-Sayq. This one is confusing since it isn’t a difficult drive, even in a two-wheel drive car (and you cannot access Jebel Akhdar without a four-wheel drive car anyway – there are army checkpoints). I hope the paving is to benefit the few residents of that area, rather than to aide tourists reaching an area which is already a reasonably simple task.
Cave tourism is another part of the Oman Vision 2040, targeting Majlis Al Jinn on the Salma Plateau, Al Hoota near Al Hamra and Muqal at Wadi Bani Khalid for infrastructure development. This includes building additional nearby accommodation options and recreational facilities.
There are apparently discussions around the idea of increasing tourist facilities such as campsites, bathrooms and cafes in Wadi Bani Awf, one of the most rugged and difficult to access areas of the western Hajar Mountains.
Wanting to increase Dhofar’s tourism trade outside the Khareef season, the UNESCO designated Frankincense trail around Salalah is being developed and marketed as a premium attraction in southern Oman.
Some regions selected for future development are not currently traditional tourist destinations. This means that ‘upgrades’ to these regions will include hotels, restaurants, roads and entertainment facilities where there are currently none. This includes the Rub Al Khali desert, near to both the UAE and Yemeni borders, slated for development from 2031.
Alongside larger-scale investments, the ministry of heritage and tourism agreed nine land lease contracts in August 2022. These permit locally owned, small and medium tourism projects on government owned land. Initiatives include various 1-, 2- and 3-star hotels, a resort and a tourist camp across several governorates, including Dhofar and Jebel Akhdar in A’Dakhiliyah.


Is Tourism Development Within Oman Vision 2040 Sustainable?
Whether the intended Oman Vision 2040 tourism development will be sustainable is complex and subjective. It totally depends on how projects are implemented, and there is scant information on this.
Also, as a tourist, I can’t speak for Omani people, and what benefits me is not necessarily good for them. However, there are some objectively positive and negative characteristics of the tourism advancement in Oman Vision 2040.
Some Sustainability Benefits of Oman Vision 2040
⬩ Diversifying and developing new attractions is good for tourist dispersion, decreasing the risk of over-tourism at particular spots. Having said that, increased infrastructure can also lead to over-tourism if not managed. Recently, Wadi Shab was absolutely rammed with people, spilling out onto the streets. This popular attraction needs additional parking and improved organisation. However, by making these changes, it may just encourage increased visitor numbers at peak times. Instead, encouraging visitation to several other accessible wadis as options for visitors would improve tourist dispersal.
⬩ Tourism can help preserve Oman’s heritage and history. By having the resources to restore ruins, construct museums and safeguard historical sites, the country can increase cultural awareness and enhance the visitor experience simultaneously.
⬩ As an industry, sustainable tourism encourages the empowerment of women; tourism is a trade where women are sorely needed. Women guides, drivers and women-run businesses are more and more in-demand. This requirement will only increase with more visitors, especially from the West.
⬩ Many of the adventure tourism endeavours, mentioned here previously, are to be operated by small- and medium-sized businesses. This is a superb way to stimulate the economy in regions that have little other profitable options. Increasing employment and training opportunities for Omani citizens in more remote areas is in line with the sustainability aims of reducing poverty and inequality.
⬩ When it comes to safety and risk management, more guidelines and regulations are necessary as part of the development of adventure tourism. Enhanced training and parameters is vital for protecting workers and tourists, especially during riskier adventure activities.
⬩ Oman has a trash problem. It’s not as bad as some countries we’ve visited recently (looking at you Saudi and Tunisia), but it’s definitely a topic worthy of discussion. Providing more facilities that support and encourage residents to keep their beaches, trails and mountains clean would no doubt be beneficial for the environment.
⬩ Separate from the direct impacts of tourism above: reducing the sultanate’s dependence on the energy trade towards a more sustainable, non-oil-based economy can only be a positive move for future Oman.

Some Sustainability Negatives of Oman Vision 2040
⬩ An increase in tourist infrastructure requires an increase in personnel to manage it. This can result in the need for an increased foreign labour force and a shortage of Omanis who have the education and appropriate training to implement sustainable practices.
⬩ Tourism expansion poses an obvious risk to the environment. This ranges from potential changes in waterways like wadis, to destruction caused by urban development. More flights and cars are another inevitable consequence of additional visitors. I’ve not read anything about increasing buses to-and-from the UAE, for example. Currently, there are two companies running this route, however marketing this option could increase visits from the tourist masses in Dubai and in tandem be better for the environment.
⬩ Mis-managed tourism endeavours threaten traditional lifestyles and customs, one of the core tenets of sustainability. Profit-based businesses commonly tend to overlook the impact inflicted on the culture of an area (the environment gets far more attention in sustainability circles). There are also direct consequences of more people on local culture, for example tourists dressing indecently and taking inappropriate photos.
⬩ An issue with the development of places like Majlis Al Jinn, on the Salma Plateau, is that it not only needs facilities, but access too. Currently, it’s quite a remote, steep and rough road to reach the cave, so does the plan include improvements to the road? If so, then that will, no doubt, change the region significantly. Whether the majority of residents on the plateau would welcome lots of visitors passing by their homes is unknown.
⬩ From a tourist point of view, Oman is a pleasure to travel around because tourist harassment is extremely rare. Some countries, like Egypt and Morocco, have a sketchy reputation for tourists being hounded and pursued. Oman has a very limited amount of this. However, paved trails around wadis, villages and hiking routes will likely encourage unofficial guides to camp out at parking areas. It also encourages child labour. This already happens at the popular Wadi Tiwi and Wadi Arbaeen, and could get worse with development that lacks oversight.
SUSTAINABILITY AND MISMANAGEMENT IN OMAN
Most negatives here originate from the prospect of mismanagement. If an initiative is implemented as sustainably as possible, prioritising the welfare of residents, most modernisation and development can be positive.
The big question is: will Oman Vision 2040 be implemented with over-tourism and the environment in mind? Every modern-day proposal will likely commit to a sustainability pledge, when in reality, they are driven solely by profit (greenwashing is rife, especially in the tourism industry). For example, privatisation is not necessarily a bad thing, but do companies investing in Oman care about the country (and the wider world)?
Modern tourism is inexplicably linked to expansion and growth. As an active part of that tourism, I can only hope that it is done with people, not profit, in mind.
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RELATED POST | CAMPING IN OMAN – A GUIDE
Embracing Modernisation in Oman
I’m a staunch advocate for development and modernisation. Every citizen of the world deserves to have the same clean water, food, comfortable housing, connectivity and healthcare.
As visitors to Oman, we must weigh up what we want from an experience, versus the reality for residents. Eliminating poverty and imbalance by embracing modernisation (via sustainable tourism initiatives within Oman Vision 2040) should be a priority for us all.
However, this goes against the experience some may want; I’ve read about visitors who were upset that tribes in Papua New Guinea have cell phones and televisions – why? This firmly falls into the category of ‘poverty tourism’, which is something conducted by (mostly) Western tourists. It’s basically a kind of crass voyeurism – think ‘slum tourism‘. I don’t think many people consider how gross the motivation behind it can sometimes be.
How many times have you heard the phrase ‘it’s not like it used to be’ in reference to some ‘far-flung’ holiday destination? It is irrational and selfish for relatively rich tourists to want less developed countries to remain the same for their travelling entertainment. Begrudging a country for modernising is egocentric and greedy.
So, as tourists, we should be fully in favour of Oman’s impending boost in modernisation. It doesn’t result in a country being fundamentally less sustainable.
We should also distinguish between westernisation and modernisation. For example, Japan is incredibly modern, but not western. As Oman continues to modernise (since the renaissance in the 1970s, it has been continually transforming), this does not necessarily result in the nation losing its identity or culture.
On our second visit to Wadi Darbat, near Salalah in southern Oman, there was considerable construction for a large picnic area in a place that was only previously accessible to four-wheel drive vehicles. The modern structures, full of concrete and pavement, looked kind of out of place to me, but its presence is understandably welcome to visiting families who require shade and functionality. Who are we as tourists to judge that?
Oman in the Future
If you are considering Oman for a remote, four-wheel drive or camping experience, I think this type of trip will remain feasible for the foreseeable future. However, there are regions that are developing faster than others, for example Jebel Akhdar, which has seen unprecedented growth over recent years. Also, the Rub Al Khali desert will not remain untouched forever. I can picture a Wahiba Sands luxury tent camps kind-of-a-deal happening there eventually and, for me, that’s not so exciting (it’s not really about me though).
Any development in the Hajar Mountains will detract from the raw beauty, quiet villages and relative isolation when travelling through the region. If there are paved roads, checkpoints, cafes and campsites, it will not maintain the same appeal for an adventure traveller like me. However, the area will be made available to appeal to a different type of tourist (maybe like my mum!). I’m sure Oman, as a country, will be fine with this.

GOT EVEN MORE TIME IN OMAN?
Go camping:
Sleep under the stars at these amazing wild camping locations
Plan your trip with our Oman camping guide
Camp atop Oman’s highest mountain
or camp in the palest of Oman’s deserts at the Sugar Dunes
or have a totally unique adventure:
Spot the most remote beehive tombs in Oman
Wander around Oman’s most photogenic fort
Learn about livestock at the Nizwa goat market
Take a look around Oman’s most unique fortification
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Final Thoughts – Sustainability and Oman Vision 2040
I think change can initiate quite a strong instinctive response. When I thought about my favourite destination changing, for good or bad, it made me question its merit. This is an irrational reaction though that doesn’t really consider the entire picture.
Mind you, I don’t think I’m totally to blame here. We’ve spent a fair bit of time this year in Saudi Arabia and seen their vision for ‘Saudi Arabia 2030’. It’s full of crazy glitz, shiny stuff and gentrification. The decisions made in touristic locations around Riyadh and Alula, for example, were less than appealing to me. However, that’s just me – it doesn’t necessarily make the changes unsustainable. It’s not my country and it’s not being redesigned with me in mind (clearly!).
Diversifying Oman’s economy has great merit and the idea that a country shouldn’t modernise is absurd. To me, the bigger question is how it is done (sustainably), for what reasons and for who. Sadly, development like this seems to be purely about money (and sometimes I reckon there is a little ego in there too). It’s rarely a genuinely sustainable effort.
Sustainable tourism in Oman should be a priority for everyone.
I hope for the best.
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Just happened to came upon your blog when I was googling more about ‘Oman Vision 2040’. Great write-up, insightful point of view and lots of tips and I thank you for your generosity.
Thank you so much for your comment, really appreciate it. Happy to be of help!
Great post! Thank you. Currently visiting oman for the first time. Love it.
Hi Bernhard, thank you so much for your comment! I’m so glad you’re enjoying Oman – it’s an incredible country.