Sustainability & Legacy
An Integrated Approach to Responsible and Sustainable Tourism
OMRAN Group embodies a deep-rooted commitment to responsible and sustainable tourism, adopting a holistic and integrated approach that amplifies both social and economic impact. This approach is anchored in enhancing In-Country Value (ICV), empowering local communities, and preserving the rich cultural heritage of the Sultanate of Oman.
Sustainability lies at the core of the Group’s business model, with a sharp focus on sustainable tourism development as a catalyst for balancing human needs with the protection of natural ecosystems. OMRAN applies the ESG (Environmental, Social, and Governance) framework across its operations, placing particular emphasis on cultural preservation as a cornerstone of responsible tourism.
In line with this commitment, many of OMRAN’s developments have achieved LEED (Leadership in Energy and Environmental Design) certification—demonstrating the Group’s adherence to global sustainability standards in design, construction, and operations.
OMRAN is equally dedicated to advancing economic and social sustainability by integrating SMEs and entrepreneurs into its tourism and hospitality supply chains. This strategic approach fosters local economic development, drives In-Country Value, and creates meaningful employment opportunities—contributing to a more inclusive, resilient, and diversified national economy.
Empowering National Competencies
Human capital development is a foundational pillar in OMRAN’s strategy. Through its comprehensive #IAmTourism initiative, the Group has established a clear roadmap to empower national talent and build future-ready capabilities to drive sector-wide growth. The strategy is built around four key pillars: Inform, Attract, Retain, and Partner—collectively designed to nurture a dynamic and competitive tourism workforce that can meet the evolving needs of the global tourism landscape.
This long-term commitment is further reinforced by the pivotal role of Oman Tourism College, which serves as an engine for capacity building, offering specialized academic and vocational programs that equip future generations with the knowledge, leadership, and practical skills needed to shape the future of Oman’s tourism sector. Through synergies between education and industry, OMRAN is helping bridge the talent gap and inspire a new generation of tourism leaders.
Social investment initiatives
Social investment initiatives such as Zaree Musandam, Intajee, and Lens of Beauty further reflect OMRAN’s unwavering commitment to community empowerment—enabling local populations to play an active role in shaping authentic, place-based tourism experiences that are rooted in heritage, sustainability, and local pride.
Capturing Beauty
Intajee
The Sewing Incubator
Zari
Tourism Meets Technology
In support of Oman’s growing creative economy, the Group bridges tourism with arts, culture, traditional crafts, and creative technologies through its #Creatourism program—an innovative platform that enriches the visitor experience while preserving cultural identity and promoting inclusive economic participation.
As part of its future-facing innovation agenda, OMRAN also launched the OMRAN Hackathon—a national innovation platform designed to inspire and engage Omani youth in co-creating bold, technology-driven solutions that redefine the future of tourism. By tapping into creativity, digital innovation, and entrepreneurial thinking, the initiative reflects OMRAN’s commitment to cultivating a culture of innovation across the tourism ecosystem.
OMRAN also works in close alignment with government entities, private sector partners, and local communities to implement targeted initiatives that strengthen the connection between tourism development and social responsibility—ensuring that growth is inclusive, participatory, and sustainable.
Through this integrated and purpose-driven approach, OMRAN Group continues to support the transformation of Oman’s tourism landscape—helping shape a prosperous, inclusive, and sustainable future that reflects the authenticity of Oman and the ambition of its national vision.
