OMAN: Wellness Tourism Grows In Oman

The Sultanate, given its singular natural, cultural and hospitality-related attributes, is well-suited to emerge as the ‘wellness tourism’ capital of the Middle East, according to a key industry expert. Vikram Loomba, Director of Hospitality, Real Estate and Leisure Advisory Practice at PwC Middle East, identified wellness tourism as one of a slew of new product offerings that have the potential to impart strong new impetus to the growth of Oman’s tourism sector and related real estate industry.

‘Wellness tourism’ is typically described as holidays that promote health and well-being through physical, psychological, or spiritual activities. This is distinct from ‘medical tourism’ where travellers receive treatment for a diagnosed disease or condition in a foreign destination. Experts have valued the spa and wellness segments of the global tourism economy at an astounding $3.4 trillion (2013 figures), with wellness tourism accounting for around 15 per cent of this total. Speaking at the first Real Estate Forum series, which was held at Crowne Plaza Muscat yesterday, Loomba singled out wellness tourism as a particularly promising product offering for the Sultanate.

“Across the region, you will find this is one sector that has not been tapped. Given its natural topography and the beauty of its landscapes, wellness tourism is something Oman can definitely capitalise on. And if I may go so far as to add, Oman could position itself as the wellness capital of the Middle East,” the expert stated.

Another key product that should be actively explored as part of an expanded tourist offering is ‘historical tourism’, said Loomba. “Oman has been at the crossroads of economic activity over the ages. There is a lot of history here in the form of forts, souqs and so on. Although these elements appear to be scattered now, there is an opportunity to bring all of them together to offer ‘historical tourism’,” he explained.

Yet another product that has the potential to drive both residential housing and tourism development is the concept of midmarket Integrated Tourism Complexes (ITCs), according to the executive. Midmarket ITCs, he explained, are distinct from regular ITCs of the kind that are currently in operation and under development at key locations in the Sultanate.

While ITCs are generally pricey in their market positioning, midmarket ITCs are priced just below this segment. “If there are ITCs developed around a midmarket offering, they will not only drive tourism as a hospitality offering, but can also drive the demand for housing.

Midmarket ITCs offer the benefits of an integrated tourism complex that will not only become more attractive to international investors, but also cater to the domestic market as well.” A broad-based tourism offering is imperative if Oman seeks to make good headway in its efforts to diversify the domestic economy, as well as to drive employment generation on a significant scale, the expert stressed.