Muscat: Oman Tourism Development Company (OMRAN Group), in collaboration with the Small and Medium Enterprises Development Authority (Riyada), has launched the Soughat initiative, aimed at empowering Omani artisans and integrating their handcrafted products into the tourism experience across a number of hotel destinations, enhancing local content and strengthening the presence of authentic Omani crafts among visitors.

The initiative was announced alongside OMRAN Group’s participation in the First International Forum for Creative Handicrafts, organised by Riyada. The forum serves as an international platform dedicated to empowering handicrafts enterprises and startups, fostering innovation through modern technologies, building local and global partnerships, and highlighting Omani handicrafts as a key pillar of the creative economy.

Soughat focuses on establishing interactive retail touchpoints for handicraft products within hotel properties, enabling artisans to directly reach tourists while introducing visitors to locally made products and the stories behind their creators. The first phase of the initiative will be rolled out across several properties within OMRAN Group’s hotel portfolio, including W Muscat, InterContinental Muscat, Barceló Mussanah Resort, and Jumeirah Muscat Bay.

Commenting on the launch, Mohammed Hamed Al Rasbi, Social Investment Lead at OMRAN Group, said: “The Soughat initiative reflects OMRAN Group’s commitment, in partnership with Riyada, to empowering Omani artisans and strengthening the presence of traditional crafts within the tourism experience. Through this innovative initiative, we aim to create effective channels that enable handicraft products to reach tourists, supporting a sustainable economy. The Group also reaffirms its continued support for creative and handicraft sectors in the Sultanate through participation in specialised platforms and the implementation of impactful initiatives aligned with Oman Vision 2040.”

Maryam Yousuf Al Farsi, Head of the E-Commerce Section at Riyada, stated: “This initiative forms part of the Authority’s efforts to enhance artisans’ capabilities and support local projects by enabling access to tourism markets locally and internationally. It contributes to the development of the handicrafts sector and reinforces authentic Omani cultural identity. We are proud of our partnership with OMRAN Group in delivering an innovative experience that brings together authenticity and innovation for visitors and the local community.”

During its participation in the forum, OMRAN Group also showcased its Zaree and Intajee initiatives, which have played a role in enabling artisans to present their products through innovative, high-quality platforms that support business sustainability and expand the reach of traditional crafts. Zaree offers an authentic cultural experience to international visitors, while Intajee aims to expand the presence of Omani-made products and local services within the tourism and hospitality sector.

OMRAN Group’s participation in the forum further underscores its role in advancing Omani handicrafts and empowering artisans through initiatives that reflect cultural authenticity and enrich the tourism and cultural landscape of the Sultanate of Oman.