At the Wellness Tourism Forum held under the auspices of Dr Ahmed bin Salem al Mandhari, Under-Secretary for Health Planning and Regulation, the government laid out a multipronged agenda. It aims to enable small and medium enterprises to supply wellness-oriented products, expand hotel and resort infrastructure, and design bespoke packages combining health, nature and culture.
Azzan bin Qassim al Busaidi, Under-Secretary for Tourism, emphasised the integration of sustainability and community benefit. He underscored the government’s “integrated package of offerings that combine recreation, wellness and sustainability,” and that the strategy would help local communities while protecting natural and cultural assets.
The forum featured case studies from global models such as Eastern Europe’s hot spring developments and Bali’s spa ecosystems, alongside Oman’s own concepts. One highlighted project was Suwgra village in Jabal Akhdar, proposed as a model for mountain wellness tourism. In Dhofar, participants were introduced to Razat Royal Farm, with the goal of weaving it into future wellness-focused itineraries. In North Sharqiyah, the wilayat of Ibra presented cultural-wellness linkages through traditional villages and interactive tours involving local artisans.
The timing aligns with Oman’s broader economic diversification plan, Vision 2040, which emphasises tourism as a pillar of non-oil growth. Oman has already seen rising attention: its tourism revenue exceeded $5.5 billion last year, and global hotel brands such as St. Regis and Mandarin Oriental are entering the market. A new luxury resort, The Malkai, is due to open in 2026 across three distinct settings — coastal, mountain and desert — with immersive wellness and cultural experiences.
Some analysts view wellness tourism as a natural extension of Oman’s existing strengths: unspoiled landscapes, heritage sites, and relative domestic peace compared to regional peers. But challenges remain. Infrastructure in remote areas is uneven, and connectivity, especially air routes, is still limited. While Fly Baghdad recently inaugurated a direct flight to Salalah, expanding networks to lesser-served destinations will be key to bringing wellness tourists beyond Muscat.
SMEs face hurdles in meeting international quality standards and integrating into global distribution channels. The government’s focus on empowering SMEs is intended to lower entry barriers, but execution will require coordination across ministries, training, certification and marketing support.
Health regulators also point to necessary safeguards around medical or therapeutic claims. Regulators must balance innovation with protection for consumers, ensuring that wellness offerings are evidence-based, safe and transparent.
Tourism operators say the new direction could also encourage off-season visitation, bringing visitors during cooler months or to mountainous zones usually bypassed in summer. Wellness tourists may stay longer, spend more, and generate dispersed economic benefits across regions.
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Oman