Tuesday 19 / May / 2026
Salalah: A luxury desert expedition company founded in Salalah is helping bring growing numbers of international visitors to Oman, following major recognition at one of the world’s most respected digital and brand awards programmes. Dunes and Stars was named Winner of the Best Mobile Visual Design for its website at The Webby Awards in New York this week, an international awards platform often referred to as the “Oscars of the internet.”
Sponsored by the likes of Google and Meta, the Awards received more than 13,000 entries from over 70 countries this year, with shortlisted and recognised work including campaigns and digital experiences connected to major international brands and cultural figures, like NASA and Lady Gaga. The recognition follows additional recent success at the Online Design Awards in the USA, where Dunes and Stars received awards for Brand Messaging and Best Website Design.
Founded in southern Oman, Dunes and Stars specialises in premium expeditions through the Rub’ al Khali, combining luxury hospitality with authentic desert exploration rooted in Omani culture, landscape and heritage. What began as a small founder-led venture has evolved into an internationally recognised tourism brand attracting travellers from Europe and the United States seeking immersive, experience-led travel far from conventional luxury tourism routes.
The company says international demand for meaningful adventure travel and remote luxury experiences has grown significantly in recent years, helping introduce Oman, and particularly Dhofar and the Empty Quarter, to new global audiences. “Much of our growth has come through word of mouth, storytelling and international visibility online,” said Abdullah Al Mashaikhi, co-founder of Dunes and Stars. “Guests are increasingly looking for something
more personal, more authentic and more connected to place. Oman offers extraordinary landscapes, hospitality and cultural depth, and we believe there is enormous long-term potential for sustainable luxury tourism that remains rooted in local identity.”
The company’s digital presence and international positioning strategy were developed in partnership with Dubai-based agency Driving Growth. Their teams focused on building a cinematic and emotionally driven brand experience inspired by the scale, silence and beauty of the region. Their work has helped transform Dunes and Stars from a side venture into a scalable premium tourism business, contributing to stronger international visibility, increased guest engagement and a significant uplift in premium positioning.
Despite its international growth ambitions, the company says its future expansion will remain carefully controlled and aligned with sustainable tourism principles, environmental responsibility and long-term value creation for Oman. Rather than pursuing mass tourism, Dunes and Stars plans to focus on small-group expeditions, low-impact operations and deeper cultural engagement, while continuing to support the wider tourism ecosystem across accommodation, transport, hospitality and local partnerships in the region.
The company is currently exploring further international collaborations, travel partnerships and expansion opportunities as interest in Oman’s adventure and luxury tourism sectors continues to grow.
