German tour operator TUI Group has signed a strategic alliance to grow Oman as a new tourism destination, within its international holiday portfolio.
An agreement with OMRAN Group, Oman’s Tourism Development Company, will see an initial cluster of five hotels constructed in Oman’s Dhofar region. The first of them is expected to welcome guests in late 2028, as the country looks to welcome more and more visitors.
Creating a new tourism destination
The developments will start Oman along a path to becoming a recognised sun and beach destination among European holidaymakers. Oman as a country has set itself targets under its Oman Vision 2040 initiative, in which tourism plays a key part.
Oman will commit land and capital to the joint venture, with OMRAN and TUI each holding 45%, alongside another private investor taking a 10% stake. OMRAN is also taking a strategic 1.4% stake in the broader TUI Group, with a three year lock-in agreed.
“With this partnership, we are taking a decisive step towards establishing Oman as a successful holiday destination,” said TUI CEO Sebastian Ebel. “As in other regions of the world, TUI is developing vertically integrated destination clusters – something only TUI can do. Examples of this can be found in North, East and West Africa, Central America and the Caribbean. A cluster consists of hotels, experiences and cruises.”
“We are committed to developing world-class tourism destinations and experiences that not only attract a greater number of visitors, but also create high-quality employment opportunities and draw impactful, value-driven investments,” said His Excellency Salem Mohammed Al Mahruqi, Oman’s minister of heritage and tourism.
TUI claims leadership in the leisure hotel sector, with over 450 hotels around the world. It operates brands including Robinson, TUI Blue, RIU, Jaz and The Mora, each focused on a different market segment.
Oman’s drive to build its tourism business follows similar steps already taken in the Middle East by Dubai, and now Saudi Arabia. Emirates that previously relied on oil revenues have seen tourism, and the exploitation of their geographical and natural assets, as a great way to diversify their economies.
Growing international tourism demand
Prior to the pandemic, Oman is reckoned to have attracted around 4.1 million visitors in 2019. According to the World Travel & Tourism Council, the destination’s travel and tourism sector surged 35% in 2023. By 2034, WTTC expects travel and tourism will account for 9.8% of Oman’s economy, employing more than 265,600 people.
TUI continues to grow its hotels portfolio across many international markets. It has just announced four hotel openings in spring 2026, in Italy, Spain and Turkey. TUI Blue Maviss in Turkey will be first to launch, followed shortly after by TUI Blue Pardu in Italy, TUI Blue Yaramar in Spain. A fourth property is being developed by partner Akra Hotels, on Turkey’s Aegean coast.
