MUSCAT: In our final installment, HE Azzan Al Busaidi discusses with The Arabian Stories. the role of education-business partnerships in preparing Oman’s workforce for the future of tourism. Learn about the essential skills needed for tomorrow’s industry and how the ministry is positioning tourism careers as rewarding professional pathways.
 
Q: Speaking of preparing Oman’s workforce, your ministry has been emphasizing connections between education and tourism. Can you elaborate on that?

I genuinely believe business-education partnerships aren’t just beneficial – they’re essential for what we want to achieve.
 
Tourism is inherently dynamic. Traveller preferences constantly evolve and new technologies continuously reshape how we deliver experiences. When our schools, colleges and universities work hand-in-hand with tourism businesses, something special happens. Students gain real-world skills that textbooks and lectures can’tprovide while businesses get school-leavers and graduates who are ready to contribute from day one.
 
The statistics underscore why this matters. We achieved a record-breaking 4 million visitors in 2023 – up nearly 38% on 2022. And we’re maintaining this momentum, targeting over 11 million international visitors annually by 2040.
 
For a sector of growing economic importance, we can’t afford an undertrained workforce. Business-education partnerships are creating a talent pipeline that will keep our tourism offer innovative and service quality exceptional for years to come. It’s about building bridges between academia and business – because that’s where true development happens both for our young people and for Oman’s future.
 
Q: What specific skills should tourism education programs focus on to prepare students for tomorrow’s industry?

I see three major shifts that our education programs must address to ensure our graduates thrive. First, there’s the ongoing digital revolution. Consider how travel booking has morphed – 72% of people now prefer booking online. Mobile booking alone represented US$228 billion in 2024 and is projected to more than double to US$526 billion by 2032. Our students absolutely need digital fluency – from creating compelling social media campaigns to analyzing customer data effectively.
 
The second major trend is sustainability. This isn’t optional any longer. Travellers increasingly select businesses aligned with their environmental values and are willing to pay accordingly. We need professionals who understand how to implement genuine sustainable practices, not merely superficial initiatives.
 
Finally, we’re witnessing a move toward authentic, personalized experiences. Research indicates that 65% of travellers now value experiences over material purchases when they travel. This means we need tourism professionals skilled in experiential design, storytelling and meaningful cultural interpretation.
 
Students who master these three – digital competencies, sustainability practices and creating authentic experiences – will become the leaders shaping Oman’s tourism future. Considering our sector’s growth trajectory, remarkable opportunities await them.
 
Q: Tourism careers are sometimes viewed as temporary positions with limited potential. How are you working to change this perception?

This perception is something we’re actively addressing. Tourism careers represent serious professional pathways that meaningfully contribute to our economy.
 
The ministry has implemented several practical approaches to change this mindset. We’re highlighting the journeys of Omanis who began in entry-level positions and progressed to managing major hotels or establishing their own successful tourism enterprises.
 
We’ve formed strategic partnerships with educational institutions and international hospitality brands to develop management training programs specifically designed for Omani graduates.
 
It’s worth noting that tourism professionals earn competitive salaries – hotel general managers, for example, often receive higher salaries than many traditional professional roles. In fact, the sector is projected to generate over 100 million new positions globally by 2034 with management roles expanding at the fastest rate.
 
Ultimately, our goal is for young Omanis to recognize that hospitality skills transfer effectively across sectors and borders, opening doors to diverse and rewarding career opportunities.

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