Oman’s tourism and aviation sectors are undergoing a dramatic transformation, with new international partnerships, strategic workforce initiatives, and expanded flight connections all converging to put the sultanate firmly on the global map. The past week has seen a flurry of activity, from high-level agreements signed on the world stage to the launch of new air routes that promise to bring more visitors—and greater economic opportunity—to Oman’s shores.
On September 27, 2025, Egypt and Oman took a decisive step to deepen their civil aviation cooperation, signing a Memorandum of Understanding (MoU) during the 42nd Session of the General Assembly of the International Civil Aviation Organisation (ICAO) in Montreal, Canada. According to Egyptian Gazette, the agreement was executed by Pilot Amr el-Sharkawy, Chairman of the Egyptian Civil Aviation Authority, and Engineer Nayef bin Ali Al-Abri, Chairman of the Civil Aviation Authority of the Sultanate of Oman. It aims to expand operating rights for both nations’ airlines, support regional integration, enhance safety and sustainability, and stimulate air traffic—especially to Egypt’s popular tourist destinations.
“This is a significant stride toward strengthening Arab co-operation within civil aviation,” said el-Sharkawy, highlighting Egypt’s commitment to expanding both regional and international partnerships. He emphasized that the deal would ultimately serve travelers’ interests and stimulate air traffic between the two countries. Al-Abri echoed this sentiment, noting, “Co-operation with Egypt delivers significant value to Oman’s civil aviation sector.” He added that the MoU would “open new horizons for coordination and exchange of expertise,” boost aviation safety, and help stimulate traffic, particularly to Egypt’s tourist hotspots.
Both officials described the memorandum as a model for fruitful and constructive cooperation, designed to reinforce bilateral relations and support the broader Sustainable Development Goals for the air transport industry across the region. The agreement is more than just a diplomatic gesture—it’s a concrete move to ensure that the aviation sector keeps pace with global changes and supports the creation of a more efficient, sustainable air transport industry in the Middle East.
While international agreements set the stage, Oman’s tourism sector has been quietly undergoing its own revolution from within. At the heart of this transformation is the #IAmTourism initiative, launched by OMRAN Group and running from 2022 through 2025, as reported by Omanet. This ambitious program is built around four actionable pillars: Educate, Attract, Retain, and Partner. The goal? To make tourism a preferred career path for Omanis, not just a fallback option.
The “Educate” pillar focuses on recruitment through awareness, bringing tourism career stories into schools via roadshows and classroom modules developed with the Global Travel & Tourism Partnership (GTTP). Teachers and career counselors are enlisted to help young Omanis see hospitality as a creative, tech-enabled, and collaborative field, closely tied to national pride. The “Attract” pillar creates clear entry pathways, with programs like Midhiyaf (training with hotel placements), MASARAT (graduate development with job rotations and mentoring), and GIFTed (inclusion for people with disabilities) opening doors for motivated individuals who want to stay and grow in Oman.
Retention is no afterthought. The “Retain” pillar includes initiatives like SHIFT and LIFT, which develop supervisory and managerial skills through blended learning and workplace projects, while the GIFT program promotes women’s advancement into leadership. “Retention improves when employees envision career growth, feel included, and receive coaching rather than mere scheduling from managers,” Omanet notes. This is a far cry from the old perception of hospitality as a low-status, dead-end job.
Perhaps most importantly, the “Partner” pillar brings together ministries, educational institutions, hotel chains, and global organizations like the World Travel & Tourism Council (WTTC) and GTTP. By aligning policy, training, and job creation, #IAmTourism ensures that intentions are translated into action. The impact is already visible: career identity is shifting from “temporary job” to “professional pathway,” barriers to entry are falling, and retention is on the rise as newcomers receive coaching and clear career progression plans. Inclusion is also moving beyond rhetoric, with initiatives supporting women and people with disabilities—broadening the talent pool and aligning with the values of today’s travelers.
The results speak for themselves. Service quality is improving, staff turnover is dropping, and Oman’s tourism sector is becoming a magnet for both local talent and international visitors. For businesses, this means stronger teams and lower costs; for the country, it translates into diversified economic growth and increased national pride. Responsible tourism, in Oman’s view, is not just about environmental metrics—it’s about people thriving at work and delivering authentic experiences to guests.
These internal efforts are being matched by a growing international presence. On September 23, 2025, Edelweiss Air, the Swiss leisure and charter airline, launched new twice-weekly flights between Zurich International Airport and Salalah, Oman, with a brief stop at Muscat International Airport. As reported by Omanet and related sources, the airline plans to operate three flights to Salalah in September, nine in October, eight in November, and nine in December 2025, with continued service through May 2026 and scheduled resumption in September 2026. This ensures year-round connectivity for travelers eager to experience Salalah’s unique blend of lush landscapes, historical sites, and the famed Khareef Festival.
Salalah’s appeal is more than just its natural beauty. The city is home to attractions like Frankincense Land, the Al Baleed Archaeological Park, and Wadi Darbat, drawing nature lovers, history buffs, and adventurers alike. The timing of Edelweiss Air’s new flights aligns perfectly with Salalah’s efforts to position itself as a year-round destination, particularly during the cooler Khareef season—a welcome escape for visitors from across the Gulf.
Oman Airports and the Civil Aviation Authority have been working hard to ensure that Muscat International Airport and Salalah Airport are equipped to handle this increased influx of international travelers. Their efforts are part of a larger strategy to boost tourism and position Oman as a global travel hub. Other airlines, including Saudi Airlines, Fly Baghdad, and Iraqi Airways, have also launched or expanded flights to Salalah, further strengthening the country’s tourism infrastructure.
Edelweiss Air, a part of the Lufthansa Group and a sister company of Swiss International Air Lines, serves over 90 holiday destinations globally. Its expansion into Salalah is part of a broader strategy to connect Swiss and international tourists with key destinations in the Middle East and beyond. By increasing service to Salalah, Edelweiss Air is helping to meet growing demand and attract more tourists, contributing to the local economy and supporting Oman’s broader tourism goals.
With the arrival of Edelweiss Air’s new flights, Salalah is poised for continued growth as a popular tourist destination. The added convenience of direct flights from Zurich, combined with Oman’s strategic workforce initiatives and enhanced aviation partnerships, signals a new era for the country’s tourism sector—one that is inclusive, sustainable, and ready for the future.
As Oman invests in people, infrastructure, and international cooperation, the sultanate is not only welcoming more visitors but also ensuring that tourism delivers lasting benefits for its people and its economy. The journey is far from over, but the direction is clear: Oman is open for business, ready to compete on the world stage, and determined to make every visitor’s experience memorable.
