TUI Group and Oman’s Tourism Development Company, OMRAN Group, have signed a landmark agreement to develop new tourism projects in Dhofar, positioning the Sultanate as a leading sun-and-beach destination under Oman Vision 2040.
Five hotels planned in Dhofar
The partnership will see the construction of five new hotels under TUI’s global brands, scheduled to open in winter 2028. The projects form part of a larger integrated cluster model, combining hotels, excursions, and cruises to deliver a complete holiday experience.
OMRAN becomes shareholder in TUI
As part of the deal, OMRAN will acquire a 1.4% stake in TUI Group by purchasing newly issued shares at €9.50 each. In return, TUI will transfer its 45% shareholding in the new joint venture. The venture will be jointly held by OMRAN (45%), TUI (45%), and a private investor (10%).
Boost for Oman Vision 2040
Salem Mohammed Al Mahruqi, Minister of Heritage and Tourism, described the agreement as “a pivotal milestone in reinforcing Oman’s position on the global tourism map,” noting the projects will create high-quality jobs and attract sustainable investment.
TUI’s integrated destination strategy
TUI CEO Sebastian Ebel emphasized Oman’s strong potential as a premium destination: “TUI is developing vertically integrated clusters, as we have done successfully in Africa, Central America and the Caribbean. Oman offers uniqueness, quality, and sustainability.”
Driving growth and opportunities
OMRAN Chairman and Undersecretary for Tourism, Azzan Qassim Al Busaidi, said the initiative will unlock Oman’s potential as a year-round destination, boosting SMEs and creating opportunities aligned with Vision 2040.
TUI executives added that demand for Oman is strong, but supply remains limited. With brands such as ROBINSON, TUI Blue, RIU, Jaz, and The Mora, the group expects to attract loyal customers and new markets to the Sultanate.