Ahmed Al Massan, Acting CEO, Al Mouj Muscat, reflects on the bold vision of the brand in redefining the way people live and invest in Oman. “The real challenge for any successful destination is not reaching a certain standard, it is maintaining that standard as expectations continue to evolve,” he asserts in an exclusive interview

Al Mouj Muscat was established in Oman nearly 20 years ago. How has the Al Mouj brand evolved over these years? How do you view its current position in the Omani market and its role in promoting tourism in the country?

When I reflect on the last twenty years, what stands out most is not the scale of what has been built, but the fact that Al Mouj Muscat has remained relevant through every stage of its evolution.

In 2006, we started with a bold vision and a relatively simple ambition: to create a destination that would redefine how people live, visit, and invest in Oman. At the time, there was no established blueprint for integrated tourism developments in the Sultanate. We were entering new territory.

Today, Al Mouj Muscat has evolved into something far greater than a real estate development. It is a thriving destination, home to more than 19,000 residents from more than 90 nationalities, welcoming nearly four million visitors each year, and supporting a vibrant ecosystem of businesses, hospitality assets, leisure experiences, and community spaces.

How do you see Al Mouj Muscat contributing to the broader Vision 2040 goals for Oman, particularly in terms of urbanisation and sustainable development?

What I find particularly interesting about Vision 2040 is that many of its priorities are the same principles that have guided Al Mouj Muscat from the beginning – diversification, sustainability, talent development, quality of life, and attracting investment. For me, the most important contribution we make is demonstrating what those ambitions look like in practice.

Over the past two decades, Al Mouj Muscat has contributed RO878mn to GDP, facilitated RO880mn in foreign direct investment and ownership, and supported thousands of jobs across multiple sectors. Those outcomes matter because they show how integrated developments can become long-term economic platforms rather than standalone projects.

Equally important is the way we have approached urban development. We have always believed that successful destinations must be designed around people as much as infrastructure. That means creating communities that are walkable, connected, environmentally responsible, and capable of evolving over time.

Vision 2040 is ultimately about building a more competitive and sustainable Oman. If Al Mouj Muscat has demonstrated anything over the last twenty years, it is that when long-term vision is combined with disciplined execution, developments can create value that extends well beyond their physical boundaries.

Several new real estate projects were launched within Al Mouj Muscat over the past few years, including Golf Beach Residences, Al Mouj Business Park, Sarai, and Jinan Island. How would you assess the performance of these projects?

The performance has been very encouraging, but more importantly, it reflects the confidence people continue to place in the Al Mouj Muscat proposition after nearly twenty years.

What we are seeing today is not demand driven by a single project or market cycle. It is demand driven by confidence in a destination that has consistently delivered over time.

Azura Beach Residences is perhaps the clearest example of that. Phase One achieved a record sell-out following its launch in July 2025, with Phase Two following shortly afterwards in October of the same year. The speed of absorption reflected strong demand from both local and international buyers seeking a premium waterfront lifestyle within an established community.

We have seen similar momentum across other developments. Jinan Island recorded strong early sales, Golf Beach Residences attracted buyers through its unique combination of coastal living and sustainability credentials, while Al Mouj Business Park demonstrated continued demand for high-quality commercial space within an integrated destination.

For me, the common thread across all of these projects is trust. Buyers understand what Al Mouj Muscat represents because they can see twenty years of delivery behind it.

What new projects can we expect this year? Do these align with the long-term vision of Al Mouj Muscat?

One of the realities of a development reaching maturity is that the conversation changes. Earlier in our journey, the focus was naturally on growth and expansion. Today, the focus is on refinement, completion, and creating even greater value from what has already been established.

What excites me most about the next phase is not the addition of any single project, but the opportunity to further strengthen the overall destination experience. We are continuing to invest across hospitality, commercial, leisure, and community infrastructure, ensuring that every addition enhances the quality and completeness of the destination.

As we approach the completion of the masterplan, our ambition extends beyond delivering projects. We want to continue setting the benchmark for integrated destination development in the region and demonstrate how long-term stewardship can be just as important as long-term vision.

How does Al Mouj Muscat integrate sustainability into its developments and operations?

I have always believed that sustainability only matters if it translates into visible outcomes that improve the way a destination performs over time.

At Al Mouj Muscat, sustainability has never been treated as a standalone initiative. It is embedded into how we design, build, and operate the destination. From district cooling and water efficiency systems to responsible construction standards and smart infrastructure, the focus has always been on creating long-term environmental value alongside economic and social value.

That approach has delivered measurable results. We have achieved a 37% reduction in carbon emissions and significantly reduced resource consumption through a range of efficiency programmes implemented over many years.

Al Mouj Muscat has been positioned as a premier lifestyle destination in Oman. How do you ensure that this status is maintained?

I think the real challenge for any successful destination is not reaching a certain standard; it is maintaining that standard as expectations continue to evolve.

What makes Al Mouj Muscat special today is not any single asset or amenity. It is the experience of the destination as a whole. The sense of community, the quality of the environment, the attention to detail, and the confidence people have that the experience will be consistently excellent.

Can you share recent statistics on the annual number of visitors and footfalls at Al Mouj Muscat? What role do events play in attracting visitors?

Al Mouj Muscat welcomes nearly four million visitors annually, which reflects the strength and diversity of the destination’s offering.

Events play a particularly important role because they do far more than attract visitors. They help define the identity of the destination, create memorable experiences, and connect Al Mouj Muscat with audiences both locally and internationally.

Over the years, our events programme has generated approximately RO245mn in economic impact, but I think its broader contribution is equally important. Through sport, culture, lifestyle, and community experiences, events create reasons for people to engage with the destination in different ways throughout the year.

What are your key priorities for enhancing the customer experience at Al Mouj Muscat, both for residents and visitors?

The best customer experiences are often the ones people do not notice because everything simply works as it should. For us, that means creating an environment where residents and visitors can focus on enjoying the destination, confident that the infrastructure, services, and experiences around them are operating seamlessly.

A significant part of that comes down to consistency. Whether someone is visiting one of our hotels, spending time at the marina, attending an event, or living within the community, the quality of their experience should reflect the same standards across every touchpoint.

Ultimately, customer experience is not defined by any single facility or amenity. It is the cumulative result of hundreds of decisions made every day. Our priority is to ensure those decisions consistently enhance the experience of everyone who chooses to live, work, visit, or invest at Al Mouj Muscat.

What message would you like to send to those considering Al Mouj Muscat as a destination for investment, living, or tourism?

I would say that the greatest advantage Al Mouj Muscat offers is not a single asset, project, or opportunity. It is twenty years of proven performance. Over that time, we have built a destination that people choose to invest in, choose to live in, and choose to return to. That level of confidence is not created by marketing; it is earned through consistency.

For investors, the value proposition begins with a track record. Independent analysis has shown the scale of economic value created over the past two decades, from investment attraction and economic contribution to long-term shareholder returns. More importantly, it demonstrates the resilience of a destination built on diversification rather than dependence on any single sector.

As we celebrate twenty years of distinction, I believe what matters most is not what Al Mouj Muscat has achieved, but what it continues to enable. That is what we mean when we speak about a living legacy. A destination that continues to evolve, create opportunities, and contribute to Oman’s future.