Articles

R. RUDAKOVA. JEWEL OF THE EAST

Regina Rudakova,General Manager of Coati Representative, Head of the Russian Representative Office, Ministry of Heritage and Tourism of the Sultanate of Oman, Member of the Russian-Omani Business Council, Chamber of Commerce and Industry of the Russian Federation

SULTANATE OF OMAN: A SUSTAINABLE FUTURE

As one of the ancient states in the Middle East with a history spanning over five thousand years, Oman firmly stands among one of the most promising destinations for international tourism and investment. This year it is showing remarkable growth in digital transformation, sustainable development and foreign capital inflow, particularly attracting Russian investments. By focusing on quality tourism, preserving its heritage and improving ecology, Oman is crafting a unique image as a year-round destination boasting a rich culture and a favourable business climate.
CULTURAL HERITAGE AND NATURAL WEALTH—KEY TOURIST ATTRACTORS

The unique blend of Omani architecture, natural wonders, and intangible heritage makes it a true treasure trove for researchers and tourists. The Omani entries into the UNESCO World Heritage List include: archaeological sites of Bat, Al-Khutm, and Al-Ayn, the ancient Bahla Fort, the traditional irrigation system of Aflaj, the old city of Qalhat, and the Land of Frankin cense—a key point on the historic in cense route.

Being one of the largest and old est fortified structures built between the 11th and 15th centuries, Bahla Fort holds a special place in Oman’s history, striking with the scale and exquisite craftsmanship of its imposing walls and defensive strongpoints. The fort has a deep connection with the Aflaj irrigation system, which sustains life in the surrounding oases. Along with Al-Jalali and Al-Mirani forts, proudly sitting above Muscat, sym bolising national unity, these sites make up an integral part of Oman’s architectural landscape.

Oman’s flora and fauna are truly remarkable, ranging from local species such as acacia, frankincense, fig, and olive trees to rare marine turtles, the Arabian leopard, and the Nubian ibex. Ecological zones such as the nature reserve in the Jebel Samhan mountains, the marine reserve on the Daymaniyat Islands, the turtle reserve in Ras al Hadd, protected desert areas, and the biosphere island of Masirah all showcase the nation’s commitment to preserving natural diversity and promoting sustainable tourism.
DIGITAL TECHNOLOGIES—DRIVER OF TOURISM

Digital innovations are rapidly trans forming key sectors of the global economy, with AI emerging as a main driver of these changes—gradually altering the way we live, work, and travel.

AI, or the ability of machines to mimic elements of human intelligence—such as pattern recognition, speech understanding, behaviour prediction, and personalised recom mendations—has already become an integral part of everyday life. From voice assistants and navigation to recommendation algorithms for trip planning, these technologies are seamlessly woven into our travel experience.

In tourism and cultural heritage, AI is opening up new vistas to allure the audience—smart applications provide real-time route planning and advice, virtual tours enable visitors to explore museums and historical sites from the comfort of their homes, and multimedia guides accompanied by synthesised speech bring cultural sites and landscapes to life.

These initiatives are of particular importance to the Sultanate, where the Ministry of Heritage and Tourism is actively integrating AI as part of the national digital strategy, aimed not only to enhance tourist engagement but also to support local service providers, ensure broader accessibility to heritage sites, and position Oman as a technological leader in smart tourism across the Middle East.
The Omani Ministry of Heritage and Tourism is actively integrating AI with the aim to support local service providers, ensure broader accessibility to heritage sites, and position the country as a technological leader in smart tourism.
2025 FIRST QUARTER—STEADY GROWTH IN TOURISM

According to the Omani Ministry of Heritage and Tourism, revenues from 3–5-star hotels reached 79.43 mil lion Omani rials in the first quarter of 2025—a 10.6% increase compared to the same period last year, the growth being driven by steady international demand and an expansion of global marketing reach.

The total number of visitors reached 610,176, marking a 2.3% increase, while hotel sales rose to 59.5%, up from 54.9% in 2024. Sig nificant growth was observed in the markets of the USA (+11.6%), the Asia-Pacific region (+10.1%), Europe (+7.5%), and the Gulf States (+18.2%). The most notable boost was seen among tourists from Africa (+70.7%) and Oceania (+50.9%). These figures confirm a sustained rise in interest towards Oman as a year-round tour ist destination boasting a competitive infrastructure, cultural diversity, and effective national promotion initia tives.

The Russian market deserves special attention—in the first nine months of 2025, Oman welcomed 55,125 Russian tourists, marking a stagger ing 123.1% increase compared to the same period in 2024, when the figure stood at 24,702 visitors. March and April were particularly indicative, as figures surged drastically compared to the previous year.

The surge in tourist flow was trig gered by direct air travel, represen tative offices opened in Russia, and the Omani investments in promotion, which has bolstered confidence in Oman as a safe and inspiring destination.
ECOTOURISM AND SUSTAINABLE DEVELOPMENT—A STRATEGIC FOCUS

The environmental agenda was the keynote in the speech delivered by Regina Rudakova, General Manager of Coati Representative and Head of the Russian Representative Office of the Omani Ministry of Heritage and Tourism. As a member of the Russian-Omani Business Council of the Russian Chamber of Commerce and Industry, she addressed the XI Nevsky International Ecological Congress held in St. Petersburg in May 2025.

“A crucial aspect of the nation’s strategy is to strike a balance between economic growth and environmental conservation,” noted Regina Rudakova.

The Oman Vision 2040 includes initiatives to create eco-friendly infra structure. One such project is the city of Yiti—a zero-carbon footprint zone for sustainable architecture, social in tegration, and energy efficiency. Be sides, Oman has reaffirmed its com mitment to eco-friendly transport, low-energy buildings, and preserv ing natural areas, including national parks and marine reserves.
Oman aims to attract responsible invest ments that align with ESG principles. Such a strategic focus on sustainability and technological modernisation makes it not merely a tourist destination but also an appealing investment prospect.
Such a strategic focus on sustain ability and technological modernisa tion makes Oman not merely a tour ist destination but also an appealing investment prospect, as the country seeks to attract responsible invest ments in line with ESG principles, creating conditions for long-term growth and partnerships with for eign investors.
OMANI INVESTMENT APPEAL

Oman is not only developing tourism but also creating an environment con ducive to international investments. A key focus is on eco-friendly projects that blend tourism, innovation, and nature conservation.

At the very heart of the national strategy lies the ambition to create conditions for sustainable growth, digitalisation, ecological balance, and economic diversification. The country is implementing large-scale infra structure and tourism projects with international participation, including the Sustainable City of Yiti. Devel oped by Oman Tourism Development Company (OMRAN) in partnership with the private sector, this project integrates residential, business, and recreational infrastructure.

Oman’s investment visas are an enticing opportunity for those seeking to invest capital and secure long-term residency rights in the country.

The five-year investment visa with a minimum threshold of 250,000 rials, for instance, allows to play real es tate, business shares, bank deposits, or bonds. It permits family sponsor ship, including a spouse, children and parents, and can be renewed provided the investment level is maintained. This option is ideal for those wishing to “test the waters” of the Omani market and infrastructure.

For those seeking a more substantial alternative, the ten-year investment visa, requiring a minimum of 500,000 rials, offers a higher level of access and stability. It is automatically renewed under main tained conditions and provides priority in transactions and public services. Both visas exempt investors from the need to have an Omani sponsor (Kafala), enabling them to fully engage in the nation’s economy. With these fa vourable conditions, Oman is turning into one of the most progressive Gulf destinations for long-term and stable capital investment.

Transparent legal procedures, on line business registration via Invest Easy, tax incentives, and property rights protection make market entry straightforward and predictable. Em ploying Omani nationals with a minimum wage of 325 rials and social insurance is imperative, contributing to the development of human capital.

Moreover, the country is heavily investing in renewables, natural areas—over 20 reserves—and green zones, further enhancing its invest ment rating and reputation for reliability.

By combining economic stability, progressive regulation, and a strong focus on sustainability, Oman is firmly establishing itself as a destination for new-generation investments—ethi cal, sustainable, and long-term.
RUSSIA-TO-OMAN TOURISM—CULTURAL DIALOGUE AND SPIK ING INTEREST

In 2025, driven by vibrant cultural and tourist exchanges, Russian-Omani cooperation reached a new level. A key event was a large-scale press tour by the Russian media, organised with the support of the Omani Ministry of Heritage and Tourism. The itinerary included key tourist and historical sites from the capital of Muscat and the picturesque Dhofar province to the Al-Baleed archaeological park and Mirbat’s frankincense farms.

Attention spiked when Oman debuted on Russian TV. On May 21, 2025, Moya Planeta aired two episodes of the travel show “The Magic of Taste. Oman” hosted by Anton Zait sev. It was the first TV programme on gastronomic tourism in Oman, created with the support of the Russian Rep resentative Office of the Ministry of Heritage and Tourism. Viewers were introduced to Oman’s culinary traditions, local spices, unique ritual ways of harvesting frankincense, all while experiencing the warmth of genuine Omani hospitality.

Oman is creating increasingly conducive conditions for Russian tourists: a visa-free regime, direct flights, and printed and digital guides in Russian. The cultural diversity, high levels of safety, and attention to detail make Oman an appealing destination for Russian travellers of all ages and in terests.
Today, Oman is creating in creasingly conducive con ditions for Russian tourists: a visa-free regime, direct flights, printed and digital guides in Russian.
OMAN: FLAGSHIP OF SUSTAIN ABLE DEVELOPMENT AND CULTURAL EXCHANGE

Oman skillfully combines its millen nia-old history with modern technol ogy, ecological priorities, and international partnerships, thus becoming a focal point for tourists, investors, and business, while offering a symphony of authentic experiences, a com fortable environment, and strategic openness.

Russian partners and tourists see Oman not merely as an exotic destination but a partner with a rich culture and a progressive outlook into the future. The cultural dialogue, digital transformation, investment-friendly climate, and a safe environment pave the way for further growth and mu tual interest.

Your time to discover Oman is now.
2025-12-18 10:10 №6 2025 PUBLICATIONS GROWTH FACTOR