Muscat – Ministry of Heritage and Tourism (MHT) announced plans on Wednesday to develop an integrated management strategy for Sharqiyah Sands, aiming to attract eco-conscious tourists while preserving the desert’s natural beauty. Partnering with a specialised consultancy, the ministry’s approach reflects a commitment to sustainable tourism that balances environmental preservation with economic growth.

The announcement was made during a dialogue session on promoting investment in Oman’s tourism sector organised by Authority for Small and Medium Enterprises Development (ASMED). The event brought together key figures, including H E Salim bin Mohammed al Mahrouqi, Minister of Heritage and Tourism; Halima bint Rashid al Zaria, Chairperson of ASMED; and Hussein bin Ali al Lawati, CEO of Oman Development Bank. The session included representatives from SMEs engaged in the tourism sector, creating a platform for discussion and planning.

H E Azzan bin Qassim al Busaidi, Undersecretary for Tourism, described the session as an important opportunity for entrepreneurs to engage with MHT initiatives. “The ministry is committed to developing programmes that directly support SMEs and strengthen their role in tourism,” he said. He confirmed that the Sharqiyah Sands management plan will identify specific visitor categories and designate protected areas, aiming to maintain the desert’s  natural tranquility. “Investment opportunities will align with existing projects, boosting Sharqiyah Sands’ competitiveness and expanding its tourist appeal,” H E Busaidi added.

The session covered four main areas essential to sustainable tourism: policies, regulations, operations and SME support. It addressed the need for flexible tourism laws and streamlined licensing, as well as standards for quality, safety and service. Guidelines for transparent operations and efficient use of land designated for tourism were also discussed.

The session explored access to financing, investment incentives, training and partnership programmes to support SMEs. Participants discussed business incubators and accelerators as potential aids to emerging tourism ventures.

For heritage tourism, H E Busaidi highlighted new investment opportunities for Omani companies, particularly SMEs, in managing and operating historical sites. Several sites are already managed by SMEs with further opportunities expected to open soon.

The session concluded with recommendations aimed at simplifying tourism legislation, raising public awareness on the importance of tourism, and launching both domestic and international campaigns to attract visitors. MHT’s focus on sustainable tourism for the Sharqiyah Sands, coupled with SME support, aims to drive economic growth while preserving Oman’s cultural and natural heritage.