Oman’s tourism sector is experiencing a significant upswing in 2025, led by the increasing popularity of its highland gem, Al Jabal Al Akhdhar. Nestled in the heart of the Hajar Mountains, this cooler-climate destination welcomed nearly 89,700 visitors during the first half of the year, according to data released by Oman’s National Centre for Statistics and Information (NCSI).
This rise underscores a strong trend in both domestic and Gulf Cooperation Council (GCC) tourism, as travelers seek scenic, temperate destinations to escape the extreme summer heat common throughout the Arabian Peninsula. With targeted promotions, improved infrastructure, and a deep cultural appeal, Al Jabal Al Akhdhar is fast becoming one of the Middle East’s leading sustainable tourism success stories.
Domestic Travel Leads the Charge
Omani nationals accounted for the largest segment of visitors, with over 26,600 locals making the journey up the mountain during the first six months of 2025. As more Omanis embrace domestic tourism, Al Jabal Al Akhdhar offers a cool, nature-rich alternative to urban escapes—especially appealing during summer when temperatures elsewhere soar.
Perched at over 2,980 meters above sea level, the mountain enjoys a mild climate year-round, making it ideal for hiking, exploration, and relaxation. Families often retreat to its shaded trails, terraced farms, and historic villages such as Sayq and Bani Habib. These highland escapes are particularly attractive as Oman continues its national tourism drive under Oman Vision 2040, which emphasizes domestic travel and rural development.
GCC Visitors Fuel Regional Momentum
Al Jabal Al Akhdhar’s appeal is rapidly spreading across the GCC. Saudi Arabia contributed the second-highest number of visitors, with 4,400 Saudi nationals arriving in the first half of 2025. Improved road connectivity, enhanced flight options, and simplified visa arrangements have facilitated easier access for Saudis looking for short-haul, family-friendly getaways.
Kuwait also showed promising visitor growth, with 759 Kuwaiti tourists recorded during the same period. While modest, these figures indicate increasing interest in eco-tourism and cultural escapes from Gulf residents, many of whom are now venturing beyond traditional luxury beach resorts.
Oman’s Ministry of Heritage and Tourism has stepped up marketing in key GCC markets, promoting Al Jabal Al Akhdhar as a safe, refreshing, and enriching destination—well-aligned with regional preferences for climate comfort, cultural immersion, and family-oriented experiences.
Nature, Culture, and Cool Weather Drive Demand
Unlike most of the Gulf, which sees temperatures exceed 45°C in summer, Al Jabal Al Akhdhar remains pleasantly cool, even during peak season. This natural advantage has made the region synonymous with “green mountain escapes” for GCC residents.
Beyond climate, visitors are drawn to the region’s centuries-old cultural identity. Stone villages, falaj irrigation systems, and lush pomegranate orchards present an authentic slice of Omani heritage. Guided hikes, rose farm tours, and panoramic viewpoints offer experiential tourism that balances relaxation with exploration.
Sites like Al Ayn, famous for its stepped terraces, and Wadi Bani Habib, known for its preserved ruins, continue to attract eco-conscious travelers seeking culturally respectful adventures.
Tourism Infrastructure Rapidly Expanding
The surge in visitors has been supported by significant investment in tourism infrastructure. Luxury resorts like Anantara Al Jabal Al Akhdhar Resort and boutique lodges now dot the mountaintop, catering to both premium and mid-range travelers. Improved access roads, well-marked hiking routes, and new visitor centers ensure a smooth and welcoming experience.
Private tour operators have responded to market demand with customized packages, including family treks, photography expeditions, cultural storytelling tours, and wellness retreats. These tailored offerings not only attract diverse visitor segments but also stimulate the local economy and promote community-based tourism.
Aligned with Oman Vision 2040
The growth of Al Jabal Al Akhdhar aligns directly with Oman Vision 2040, the national blueprint for economic diversification. Tourism is one of the plan’s central pillars, with special emphasis on sustainable, year-round, and regional tourism development.
The Ministry of Heritage and Tourism has launched initiatives to balance tourism growth with environmental conservation and cultural preservation. These include limits on construction near sensitive areas, community engagement in tourism planning, and the promotion of eco-certification for new developments.
By focusing on low-impact, high-value tourism, Oman aims to transform Al Jabal Al Akhdhar into a model for sustainable travel not only within the country but across the wider Middle East.
Looking Ahead: 2025 and Beyond
With nearly 90,000 visitors already recorded by mid-year, officials are optimistic about achieving record-breaking numbers by the end of 2025. Scheduled cultural festivals, new hospitality projects, and enhanced seasonal campaigns are expected to drive further growth in the second half of the year.
The upcoming Khareef travel season (July to September), traditionally popular in southern Oman, is also likely to direct spillover traffic to the cooler highlands, especially among GCC residents seeking moderate weather and cultural authenticity.
As more regional travelers prioritize climate-conscious travel, natural beauty, and safe family experiences, Al Jabal Al Akhdhar’s reputation as Oman’s “Green Jewel” is only set to rise. With forward-thinking policies, continuous investment, and authentic heritage at its heart, the mountain is on track to become one of the most sought-after tourism destinations in the Arabian Peninsula.
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