The Sultanate of Oman is rewriting the script for its tourism sector by placing artificial intelligence and digital innovation at its core. At the upcoming 26th session of the United Nations World Tourism Organization (UNWTO) General Assembly in Riyadh, from 7–11 November 2025, Oman will present a bold vision for tourism’s future.
Vision beyond traditional travel
Under the leadership of Salim Mohammed Al Mahrouqi, Minister of Heritage and Tourism, Oman’s delegation will promote a strategy centred on AI-enabled tourism experiences. The country sees technology as more than an efficiency tool — it views it as the backbone of its global competitiveness in travel.
The agenda at the General Assembly, themed “AI-powered Tourism: Redefining the Future”, offers Oman a stage to highlight its ambitions and present practical initiatives for the sector’s transformation.
Digitalisation and sustainability go hand in hand
Oman’s push for digital tourism aligns with its national goals for sustainable growth and diversification of the economy. As part of its long-term development framework, the country is already investing in high-impact programmes: for example, its national AI strategy for 2025-2030 includes building talent, infrastructure and industry ecosystems around AI technologies.
The tourism sector will benefit from this broader digital transformation — from personalised travel recommendations to smarter destination-management systems and more efficient operations by tourism service providers.
Building human capital for tourism innovation
Recognising that technology must be matched by skills, Oman is prioritising workforce development in tourism and digital fields. Training programmes, industry-education partnerships and private-sector collaboration all form part of the plan. With the ministry calling on tourism businesses, educational institutions and innovators to work together, Oman aims to create a robust ecosystem for smart travel.
This investment in human capital ensures that as tourism becomes smarter, it also becomes inclusive and future-proof.
The private-public link and destination appeal
The Minister emphasised that the transformation of the tourism sector will require active participation from the private sector. Government policy alone cannot drive the shift — new services, platforms and business models emerging from private innovation are vital.
On the destination-side, Oman will leverage its cultural heritage and natural landscapes to attract the global traveller. Digitalising those experiences and making them accessible, personalised and sustainable is now central to its approach.
Data-driven visitor experiences
At the heart of Oman’s tourism strategy lies the use of data and AI to understand visitor behaviour, preferences and trends. Through these insights, the country plans to tailor tourism offerings, optimise resource use and minimise waste. Efficiency gains for operators and richer experiences for visitors both follow.
In this way, technology becomes a means to deepen cultural exchange, boost economic returns and support sustainable travel.
Tourism as engine of broader growth
For Oman, tourism is no longer just hospitality and sightseeing — it is a key part of the national economic strategy. By aligning tourism growth with innovation, sustainability and digitalisation, the sector becomes a driver of job creation, cultural interaction and global positioning.
Smart tourism infrastructure is seen as a long-term asset, not just a marketing tool for the next season.
Show-case at the UNWTO General Assembly
Oman’s presence at the UNWTO General Assembly carries symbolic weight. By entering this global forum with a clear innovation-and-sustainability narrative, the country signals its readiness to play a leading role in shaping tourism’s future. The event also offers Oman the chance to engage with peer nations, exchange best practices and forge partnerships around technology and tourism.
A visionary tourism future
In wrapping up its strategy, Oman demonstrates a clear shift: from traditional destination marketing to a high-tech, visitor-centric and sustainable model. Through digital and AI-enabled solutions the country wants to elevate both operations behind the scenes and the on-the-ground visitor experience.
With this approach, Oman aims not just to keep pace with global tourism trends but to set them.
Looking ahead
As the world watches the UNWTO General Assembly in Riyadh, all eyes will be on how nations respond to the challenge of tourism in a digital age. Oman has placed its stake firmly on innovation and sustainability. With strong government backing, private-sector engagement and a clear roadmap for talent and technology, the country is poised to emerge as a regional leader in smart tourism.
For travellers, this means more tailored experiences, better services and a destination that is connected, conscious and forward-looking. For Oman, it means a tourism sector that redefines growth, not just counts heads.
With the 2025 General Assembly serving as a launch-pad, Oman’s tourism sector enters a new era of intelligence, design and ambition.
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