TUI and Oman’s Omran Group Launch Major Tourism Partnership: Five Hotels to Open
TUI Group and Oman’s state-owned tourism company, Omran Group, have signed a strategic partnership. As part of the agreement, five hotels will be built in the Dhofar region in southern Oman in the first phase. These properties are planned to open their doors in the 2027/28 winter season. Additionally, Omran Group will acquire a 1.4% stake in TUI. The goal is to position Oman as a leading sun-and-sea destination for European holidaymakers.
The joint venture between TUI and Omran Group will create a destination cluster in Dhofar. The project will feature TUI’s well-known brands Robinson, TUI Blue, Riu, Jaz, and The Mora. The first hotels are expected to welcome guests in the 2027/28 winter season.
According to the agreement, Omran Group will transfer its 45% stake in the new joint venture to TUI as a capital contribution and, in return, will receive new TUI shares from the capital increase approved for 2025. TUI announced that 7.83 million new shares will be issued at a value of €9.50 each. Following the transaction, Omran Group’s stake in TUI will stand at 1.4%.
TUI CEO Sebastian Ebel emphasized that Dhofar is already popular among regional visitors, adding that the partnership would create new opportunities based on quality, sustainability, and authenticity. Oman’s Minister of Tourism, Salem Mohammed Al Mahruqi, described the project as a “major milestone,” highlighting that the initiative will not only attract more visitors to the country but also generate quality employment.
TUI Chief Strategy Officer Peter Krueger expressed confidence in the project, stating, “Our brands will bring their loyal guests to Oman.” The destination cluster model, which TUI has already implemented in regions such as Cape Verde, Senegal, Tanzania, and Mexico, will now be introduced in Oman. The hotels will be built to high sustainability standards and are expected to contribute to the local economy.
Officials noted that tourism has been identified as a priority sector in Oman’s national “Vision 2040” strategy, stressing that this investment is the first step in unlocking the country’s year-round tourism potential. The project will integrate the entire tourism chain, including flights, accommodation, and local activities. In the initial stage, flight connections will be provided with Oman Air; in the future, TUI flights to Salalah Airport may also be considered. Additionally, TUI’s cruise fleet will include the region in its itineraries.
Tourism investment in Dhofar is not new. Egyptian businessman Samih Sawiris’s Orascom Development Group has long been active in the region in partnership with Omran Group. However, for Hannover-based TUI, this venture marks the beginning of a large-scale expansion. Following FTI’s market exit, TUI is expected to fill a major gap in Oman’s sun-and-sea tourism sector.
