Tui to open five hotels in Oman as country takes 1.4% stake in group

Tui has signed a strategic agreement with Omran Group, Oman’s executive arm for tourism development, under which an initial cluster of five hotels will be built in a bid to make the Gulf nation a “leading sun-and-beach destination”.

The agreement, unveiled yesterday (September 18), will involve Oman becoming a 1.4% shareholder in Tui Group through Omran Group.

The new hotels, located in the Dhofar Governorate, are scheduled to be open in time for winter 2027/28.

Tui Group chief executive Sebastian Ebel said the group had identified “untapped areas and untapped beaches” in Oman, adding: “We want to position Oman as a leading sun-and-beach destination”.

He said Oman was viewed as a year-round destination, pointing to its “cultural richness”, “outdoor adventures” and the monsoon season which creates “lush landscapes”.

The five hotels, to be built through the creation of a new joint venture company, will represent the brands Robinson, Tui Blu, Riu, Jaz and The Mora.

Tui Group will hold 45% each in the joint venture, with a private investor holding the remaining 10%.

Tui Group chief strategy officer Peter Krueger said the UK would be among the key source markets for the destination, alongside the Benelux nations, Germany and northern European countries.

“We see this new destination cluster as a great opportunity,” he added.

Ebel said flights would be operated through a partnership with Oman Air. 

“As in other parts of the world, Tui develops integrated destinations – with examples in West Africa, Central America, and Asia. Together with our partners in Oman, we aim to develop a destination that stands out for quality, sustainability, and uniqueness,” he added.

Azzan Qassim Al Busaidi, undersecretary for tourism, ministry of heritage and tourism, and chairman of Omran Group, said: “This milestone [partnership with Tui Group] reflects Omran Group’s commitment to developing distinctive tourism destinations that elevate Oman’s global standing.

“By combining international expertise with our local vision, we are taking the first step toward unlocking the country’s full potential as a year-round destination, driving sustainable economic growth, and creating meaningful opportunities for our people and businesses in alignment with Oman Vision 2040.”

A total of 2,000 rooms will be built through the partnership, with a Riu hotel expected to be opened first.