Inspired by a family holiday, an Omani couple is using technology to help international travellers discover the sultanate’s hidden treasures while giving small tourism businesses a global platform

The way people travel has changed dramatically over the past decade. Today’s travellers rarely begin planning a holiday with a guidebook or travel agent. Instead, they scroll through Instagram, watch travel videos, compare online reviews and search for authentic experiences long before booking a flight.

For destinations like Oman, where breathtaking landscapes and unique cultural experiences often remain under the radar compared with neighbouring countries, that digital shift presents both a challenge and an opportunity.

It is this opportunity that inspired Omani marketing professional Bader Al Lawati and his wife, Anna Chesalina, to launch Oman Travel Hub, a new digital platform designed to make discovering Oman easier for visitors while helping local tourism businesses reach international audiences.

The idea did not emerge from a boardroom or a business plan. It began with a family holiday.

When Chesalina’s relatives visited Oman, the couple found themselves piecing together travel information from dozens of websites, social media accounts, and online recommendations.

“There wasn’t one place where tourists could find everything they needed,” Al Lawati told Muscat Daily. “People had to search for destinations, accommodation, transport, tour operators and activities separately. We felt Oman deserved a platform that brought everything together.”

As enthusiastic travellers themselves, the couple had spent years planning detailed itineraries for their own journeys abroad. Friends and colleagues frequently asked them for advice or requested customised travel plans.

“Instead of creating itineraries for other countries, we realised we could do something much more meaningful by helping people discover Oman,” Al Lawati said.

That idea evolved into Oman Travel Hub, an online platform bringing together destinations, experiences, tour operators, accommodation, transport services and practical travel information under one digital roof. Yet the founders insist their vision extends far beyond creating another travel website.

Their ambition is to support Oman’s tourism industry by giving smaller businesses – many of which struggle to market themselves internationally – the visibility they need in an increasingly digital world.

While major hotels and established tour operators enjoy strong online exposure, countless family-run businesses, adventure guides and local experience providers remain virtually invisible to overseas visitors.

“My career in marketing has taught me that visibility is everything,” Al Lawati said. “Many local operators offer exceptional experiences, but much of their promotion is in Arabic, which naturally limits their international reach. We want to help tell their stories in a way that connects with travellers around the world.”

The platform initially operates in English, with plans to introduce German, French, Russian and additional languages as it expands into key international markets.

For Chesalina, the project is equally about preserving authenticity. “The larger operators already have strong marketing channels,” she said. “But there are so many smaller businesses creating unforgettable experiences that visitors simply never hear about. We want to give them a platform where they can shine.”

That philosophy reflects a broader shift taking place across global tourism. Increasingly, travellers are looking beyond famous landmarks in search of genuine local experiences – whether staying in traditional guesthouses, hiking with local guides or discovering places that rarely appear in mainstream travel brochures.

Oman, the founders believe, is perfectly positioned to meet that demand. Rather than focusing solely on the country’s best-known attractions, Oman Travel Hub encourages visitors to explore destinations that remain relatively undiscovered.

Among Al Lawati’s favourites are the striking pink salt lakes of Al Jazir, the internationally important wetlands of Barr Al Hikman and the remote Hallaniyat Islands, where visitors may encounter the world’s only non-migratory population of Arabian humpback whales.

“For photographers and nature lovers, that journey is unforgettable,” he said. “These are places that demonstrate just how diverse Oman really is.”

Chesalina points to equally remarkable destinations in the south and east of the country.

She recommends visitors discover the ancient baobab trees of Dhofar – one of the very few places outside Africa where the iconic trees grow naturally – as well as the vivid turquoise waters of Ain Al Sakhna in Dima W’attayeen.

“Nature is what surprises me most about Oman,” she said. “Every region offers something completely different. There is always another landscape waiting to be explored.”

Recognising that many visitors are overwhelmed by the planning process, the platform has introduced a personalised ‘Plan Your Itinerary With Us’service.

Travellers simply provide details about their interests, travel style and budget, while the team prepares a tailor-made itinerary covering accommodation, transport, restaurants and activities before refining it together with the client.

The founders believe this personalised approach removes much of the uncertainty often associated with visiting a destination for the first time.

Although the platform welcomes travellers from around the world, its current focus is on expanding Oman’s visibility across European markets, including Germany, Italy, Spain, the United Kingdom and Russia—countries where demand for adventure, nature and cultural tourism continues to grow.

Since its launch, Oman Travel Hub has recorded encouraging growth in website traffic and social media engagement, suggesting increasing international interest in the sultanate’s diverse tourism offerings.

The next phase of development will see the platform expand its destination guides, build partnerships with more local tourism providers and introduce multilingual content to make information accessible to a broader global audience.

Despite the positive response, the founders acknowledge that one of their greatest challenges has been reaching smaller tourism operators, many of whom continue to rely on walk-in customers and word-of-mouth recommendations.

“We know there are outstanding experiences across Oman that remain largely hidden,” Al Lawati said. “Our goal is to help those businesses become part of the international tourism conversation.”

As Oman continues to position tourism as a key pillar of economic diversification under Vision 2040, digital platforms such as Oman Travel Hub are expected to play an increasingly important role in connecting global travellers with local businesses and experiences.

For the founders, however, success will not be measured solely by website traffic or booking numbers. Their greatest ambition is to ensure visitors leave Oman with memories that extend far beyond the country’s famous mountains, wadis and coastline.

“Oman offers extraordinary landscapes, genuine hospitality and a culture that has remained remarkably authentic,” Al Lawati said. “Some of the country’s greatest experiences lie beyond the familiar tourist trail, and those are often the journeys people remember most.”

Chesalina adds, “What makes Oman special is that it has embraced tourism without losing its identity. Visitors don’t just discover beautiful places here, they discover a way of life that is welcoming, authentic and unlike anywhere else.”

In an age when travel decisions are increasingly shaped by digital discovery, the founders hope Oman Travel Hub will become more than a website. They hope it will become the first stop on every traveller’s journey to experiencing the real Oman.

(visit: www.omantravelhub.com

  Instagram: @OmanTravelHub)