An Interview with Amira Al Lawati, Director General of Tourism Development, Ministry of Heritage & Tourism
Could you elaborate on your professional journey and the path that led you to the Tourism sector?
Indeed, my initial educational background was in finance, and I commenced my professional career at a prominent oil and gas corporation. However, it was not until I found myself increasingly captivated by the Tourism sector, particularly after engaging as a consultant accountant at Al Bustan Palace Hotel, that I decided to transition into this field. This experience served as a catalyst, inspiring me to join the Tourism Department within the Ministry of Commerce & Industry as a researcher. It was during this tenure that I was honored with a Chevening scholarship, which enabled me to pursue a master’s degree in Tourism Planning and Development at the University of Oxford. Subsequently, I completed the National Leadership & Competitive Program, a prestigious initiative conducted by the Royal Academy of Management in collaboration with the University of Oxford, which significantly refined my leadership capabilities and enriched my understanding of strategic approaches within the Tourism sector.
What are your current areas of focus?
In my capacity as Director General of Tourism Development, my primary objectives revolve around spearheading initiatives that promote sustainable development while preserving our cultural heritage. My priorities include enhancing the visitor experience, supporting local communities, and advocating for environmentally sustainable practices. This approach aims to create a holistic and enriching visitor journey that highlights Oman’s unique offerings and distinguishes us in a competitive global market. At the heart of this endeavor is the pursuit of a balance between economic development and cultural preservation, ensuring that both can flourish in harmony.
To provide a specific example of my current responsibilities, one area of significant focus is Adventure Tourism, which is experiencing substantial global growth. We are dedicated to developing activities that allow visitors to intimately experience Oman’s breathtaking landscapes. This includes hiking in the Hajar Mountains, exploring our deserts on camelback, and diving in our pristine waters. These experiences not only appeal to thrill-seekers but also cultivate a deeper appreciation for our natural environment, fostering a genuine connection between visitors and the country, often described as a ‘gift for life’. It is gratifying to note that women are increasingly playing pivotal roles in this sector, taking on roles as guides, entrepreneurs, and facilitators.
In addition to my primary responsibilities, I am dedicating a significant portion of my time to the culinary arts in Oman, which serves as an intriguing lens into our rich heritage and culture. This field offers the opportunity to craft unique experiences that are increasingly sought after in the realm of luxury tourism. Last year, the Ministry of Heritage & Tourism released 'Omani Cuisine' as part of its comprehensive initiative to develop and promote our culinary arts. This publication plays a pivotal role in highlighting the distinct flavors, ingredients, and cultural narratives that infuse our cuisine with life. Our efforts are focused on creating immersive gastronomic experiences for visitors, including traditional cooking classes, food tours, and tastings of local delicacies. An additional and significant advantage of these endeavors is the support they provide to local farmers and artisans, a cause that brings me great satisfaction.
For many years, Omani women have been the custodians of our traditional cuisine. Now, they are translating this heritage into the professional realm, emerging as chefs, restaurateurs, and food entrepreneurs. Prominent examples include Salma’s Chocolate, a popular confectionery found in numerous hotels, and Dina Maki, an influential figure and author of the UK best-seller 'Bahari,' an award-winning cookbook that introduces the world to Omani cuisine. These women, among others, are adding a contemporary flair to traditional dishes, championing local ingredients, and enhancing Oman’s reputation as a premier destination for authentic culinary experiences.
In comparison to when I first joined the tourism sector, there have been significant transformations over the past two decades. I take great pride in being part of the sector’s evolution, particularly with the establishment of the Ministry of Tourism in 2004 and its subsequent integration into the Ministry of Heritage & Tourism in 2020. It has been a privilege to witness the development of tourism in Oman, contributing to its growth. Last year alone, the sector contributed RO2.8 billion to our economy, employed 179,000 individuals, and supported over 23,000 small and medium-sized enterprises. I am delighted to have observed a notable increase in the representation of women within the industry and am optimistic about further growth. My particular interest lies in seeing more women ascend to senior and managerial positions, a goal that the Ministry is actively pursuing. I am pleased to report that there is a clear commitment to improving gender ratios within the sector.
In what manner does the Ministry of Heritage & Tourism collaborate with educational institutions to facilitate the inclusion of women in the fields of Tourism and Hospitality, thereby paving the way for their ascent into leadership roles?
To begin with, it is imperative to acknowledge that Oman's National Tourism Strategy underscores the significance of education and training within the sector, with specific sections allocated to the development of a skilled workforce. In alignment with this, the Ministry of Heritage & Tourism engages in close collaboration with a variety of educational establishments to highlight the diverse and rewarding career opportunities available to young women across the domains of Heritage, Tourism, and Hospitality. It is noteworthy that many of these opportunities extend beyond the conventional boundaries of our sector, encompassing areas such as finance, technology, artificial intelligence, cybersecurity, and sustainability. A notable partnership in this regard is with Sultan Qaboos University's Department of Tourism, where the Ministry supports academic programs and research initiatives that are in harmony with the rapidly evolving demands of the Tourism sector. Such efforts are instrumental in ensuring that students, with a particular focus on women, are adequately prepared with the requisite skills and knowledge for success.
At Oman Tourism College, where I hold a position on the board, there exists a robust collaboration with the Ministry to ensure that the academic and vocational education provided by the institution holds value within the Tourism industry. Specifically, the Ministry works in close conjunction with the College to provide specialized training for tour guides, ensuring they meet the highest standards of quality and professionalism. My role on the board is dedicated to ensuring that the institution remains in tune with industry trends, thereby guaranteeing that students, especially women, are equipped with the necessary skills for success.
Furthermore, the Ministry offers young women opportunities such as internships and mentorship programs, thereby establishing clear career trajectories from educational attainment to employment. These initiatives, among others, have had a significant impact, rendering Tourism and Hospitality fields more attractive and accessible to young women. By providing structured training and clear career pathways, young women now perceive these fields not merely as viable options but as dynamic and rewarding career paths.
What does Omani Women’s Day mean to you?
It holds a special place in my heart, not merely as a celebration but as a powerful affirmation of the strength, resilience, and contributions of Omani women, both past and present. It serves as a testament to the unity and progress of women in Oman, instilling in me a deep sense of responsibility to continue advocating for the breaking down of barriers, ensuring that the opportunities we create today will never be inaccessible.
Importantly, I would like to conclude by emphasizing that the day also provides an opportunity to reflect on the support women receive from the leadership of our country, particularly from His Majesty Sultan Haitham bin Tarik, who has consistently and strongly emphasized the importance of women’s empowerment.
