Oman Air is making a bold play for Southeast Asia's outbound travel market, signing a memorandum of understanding (MoU) with Adhwaa Al Ardh Al Satiaa to bring 30,000 Indonesian visitors to Salalah in 2027. The agreement sees the tourism company purchase 30,000 seats on Oman Air flights connecting Jakarta to Salalah via Muscat, with bookings bundled into comprehensive packages that highlight Dhofar's natural landscapes, cultural heritage, and hospitality.
The initiative is part of a broader strategy by Oman's national carrier and the Sultanate's tourism authorities to diversify source markets and reduce reliance on traditional peak-season visitors. Indonesia, one of Southeast Asia's largest outbound travel markets, offers a significant opportunity to attract new visitor segments and generate business for hotels, tour operators, and service providers across Dhofar.
Strategic partnership to boost year-round appeal
Dr Salim Al Shanfari, Chairman of Adhwaa Al Ardh Al Satiaa, said the partnership would make Oman more accessible to Indonesian travellers through integrated packages that combine the country's natural attractions with its cultural experiences. He added that the initiative aims to encourage visitors to explore not only Salalah but also other destinations across the Sultanate.
Ahmed Al Mahrouqi, Vice President of Global Sales at Oman Air, emphasised that strategic partnerships are essential to opening new international markets and supporting inbound tourism growth. He highlighted Indonesia's potential as an important source market and said the agreement would help increase visitor arrivals, support local tourism businesses, and strengthen Oman's position as a year-round destination.
The move aligns with Oman's broader tourism goals, which include boosting visitor numbers and promoting lesser-known regions like Dhofar. Salalah, known for its monsoon season (khareef) and lush green landscapes, has traditionally attracted Gulf tourists during summer, but the new initiative aims to extend its appeal across seasons.
For Indonesian travellers, the packages offer a convenient gateway to explore Oman's southern region, with Muscat serving as a connecting hub. The bundled approach simplifies travel planning and provides a seamless experience from booking to arrival.
Oman Air's focus on Indonesia is part of a wider trend among Middle Eastern carriers to tap into Asia's growing middle class and outbound travel demand. The airline already operates flights to Jakarta, and this agreement could pave the way for increased frequency or capacity on the route.
Local tourism stakeholders in Dhofar are expected to benefit significantly, with increased demand for accommodation, dining, and excursions. The initiative also supports Oman's Vision 2040, which prioritises tourism as a key economic diversifier.
As the travel industry continues to recover and evolve, partnerships like this one are crucial for destinations seeking to attract new markets. Oman's bet on Indonesia reflects a strategic shift towards high-potential source markets, and the success of this initiative could serve as a model for other carriers and destinations in the region.
For more on regional tourism developments, see Indonesia's first integrated resort and Renaissance Hotels' Asia-Pacific beverage rituals.
