About

Summary

This project represents Phase 2 of a two-stage programme to assess and support the development of Oman’s adventure tourism sector. Building on a review of the UK’s adventure tourism landscape, this phase applied the same framework to Oman, enabling a consistent and comparable assessment.

The study combined in-depth desk research, stakeholder consultations and an in-country field visit to evaluate governance, safety frameworks, product development, infrastructure and market positioning. A detailed product audit and site visits provided practical insight into how adventure tourism is delivered on the ground, alongside key challenges and opportunities.

The findings provide a comprehensive understanding of Oman’s current sector landscape and identify priority gaps for development. The outcome brings together insights from both phases to define clear areas for collaboration, knowledge exchange and technical support, helping to guide the sustainable growth of adventure tourism in Oman.

Our Approach

This phase built directly on the framework established in Phase 1, applying the same structure to ensure a consistent and comparable assessment of Oman’s adventure tourism sector, while undertaking more in-depth research and analysis.

The work began with in-depth desk research to establish a clear baseline understanding of the sector, including policy frameworks, market dynamics and the existing product offer. This was complemented by stakeholder mapping and a social listening exercise.

A key component of this phase was an in-country field visit, enabling direct engagement with stakeholders, alongside site visits to key adventure tourism locations. This provided a grounded understanding of how the sector operates in practice, including delivery models, infrastructure, safety considerations and local challenges.

The findings were then brought together through a detailed comparative assessment, using the same thematic framework as the UK review. This ensured alignment between both phases and enabled clear identification of gaps, opportunities and areas where targeted support and collaboration could deliver impact.

Outcome 

The work provides a clear understanding of current strengths, constraints and opportunities across key areas including governance, safety, product development and market positioning. It also highlights practical challenges faced by stakeholders on the ground, supported by insights from consultations and site visits.

Importantly, this phase enables a direct comparison with the UK’s mature sector, allowing for the identification of priority gaps and areas for development.

The outcome of the overall programme draws together findings from both phases to produce a clear set of priority areas for collaboration between the two countries. These focus on where targeted support, knowledge exchange and technical expertise can most effectively support the sustainable growth of Oman’s adventure tourism sector.