HOLIDAY destinations in the Middle East have been warned not to downgrade the quality of their product by allowing over-development.
Shangri-La’s Barr Al Jissah Resort and Spa in Oman expects to attract up to 17,000 UK guests in its first year, fuelling a boom in tourism to the state which officials promised will be strictly controlled.
But Kuoni managing director Sue Biggs warned Omani authorities that although product in neighbouring Dubai was fantastic, there were already signs that overdevelopment was putting off customers.
“[Dubai] has to be really careful because building work is attracting some complaints and as air traffic increases Dubai has to make sure the aspirational quality is not drawn down. We have to make sure we nurture the product and make sure it is not destroyed.”
Barr Al Jissah’s director of sales and marketing Russell Loughland agreed it was important Oman developed tourism in a sustainable way and said many of its guests in its first three months had switched across from Dubai.
“The big differences between here and Dubai are the culture, heritage and scenery. Building is not allowed over six storeys, development is highly controlled. It’s intense but in a controlled way,” he said.
The 680-room resort, which played host to the Institute of Travel and Tourism conference, increased the number of five star rooms in the capital Muscat by 60% when it opened six months ago.
Visitors to Oman from the UK have more than doubled to 115,000 since the Omani ministry opened a tourist office in London 10 months ago.
ITT chairman Steven Freudmann said the country offered a real alternative to traditional winter sun destinations. “It’s a real hot spot, increasingly fashionable and one of the fastest- growing destinations.”