Saturday 25 / April / 2026
Muscat: The National Travel Operator, one of the companies under the Omran Group, has achieved a significant transformation in the digital travel landscape of Oman, enhancing the global visibility of Omani tourism products through advanced digital systems.
The operator’s foundational phase began with the launch of a dedicated booking platform for commercial partners, alongside obtaining accreditation from the International Air Transport Association (IATA). It also integrated with global distribution systems and established partnerships with more than 85 airlines, including Oman Air and SalamAir. Additionally, the platform digitally connected with over 140 hotels and accommodation facilities across the Sultanate.
The initiative has attracted more than 390 business partners from 55 countries and linked over 250 local tourism service providers through a unified digital distribution system—more than 80 percent of which are small and medium enterprises. Over 350 tourism services have been digitized as part of these efforts.
In 2024, the operator accelerated its global expansion with the launch of a “Comprehensive Digital Distribution System,” powered by artificial intelligence. This system connects the platform to international travel networks, enabling the promotion of Omani tourism experiences in multiple languages and reaching more than 170 global markets.
Further enhancing the tourism ecosystem, the operator introduced the first licensed short-stay platform in Oman, featuring green lodges, heritage lodges, and guesthouses. This move aims to diversify accommodation offerings and boost the appeal of tourism destinations across the country.
On the marketing front, digital campaigns launched in collaboration with global partners helped attract more than 150,000 visitors. The operator also rolled out specialized digital training programs for travel agents worldwide, benefiting over 93,000 participants.
Looking ahead, the operator’s strategy focuses on building a unified national platform that integrates aviation, hospitality, tours, transportation, as well as events and sports tourism. The next phase will prioritize expanding digital distribution using artificial intelligence and advanced marketing technologies, while continuing to empower SMEs and strengthen their presence in the global tourism marketplace.
