Travelling the tourism career path

An interview with Amira Al Lawati, Director General, Tourism Development, Ministry of Heritage & Tourism on Omani Women’s Day

Can you tell us about your career journey and how you got started in the Tourism sector?

Actually, I didn’t start out in the Tourism sector. I graduated with a degree in finance and began my career at a leading oil and gas company. Over time, I found myself increasingly interested in Tourism fuelled by working as a consultant accountant at Al Bustan Palace Hotel. This was a pivotal experience, inspiring me to make a career transition and join the Tourism Department under the Ministry of Commerce & Industry as a researcher. While there, I was fortunate to receive a Chevening scholarship which allowed me to pursue a master’s degree in Tourism Planning and Development in the UK. After that, I completed the National Leadership & Competitive Program which the Royal Academy of Management runs in collaboration with the University of Oxford. I have to say it really finetuned my leadership mindset and deepened my understanding of strategic approaches in Tourism.

What are you focused on at the moment?

In my role as Director General of Tourism Development, I focus on implementing initiatives that drive sustainable growth while safeguarding our cultural heritage. My priorities include enhancing the visitor experience, supporting local communities and promoting environmentally sustainable practices – helping create a comprehensive and enriching visitor journey that showcases the unique offerings of Oman and helps us stand out in what is a highly competitive marketplace. Ultimately though, it is about striking a balance between economic development and cultural preservation, ensuring both can thrive together.

To give a specific idea of what is on my desk at the moment – one thing is Adventure Tourism, a real global growth area. We are working to develop activities that allow visitors to experience Oman’s stunning landscapes first hand – whether that is hiking in the Hajar Mountains, exploring our deserts on camelback or diving in our beautiful waters. These experiences not only attract thrill-seekers but also foster a deeper appreciation for our natural environment, giving visitors a real connection with the country that is often described as a ‘gift for life’. I am pleased to say this is an area where women are increasingly making their mark, embracing roles as guides, entrepreneurs and facilitators.

Also receiving a considerable portion of my time is Omani culinary arts, a fascinating window on our rich heritage and culture that offers the chance to create the kind of unique experience that is increasingly in demand in luxury Tourism in particular. The Ministry of Heritage & Tourism published ‘Omani Cuisine’ last year as part of its wider program to develop and promote our culinary arts. The book plays a key role in showcasing Oman’s unique flavours, ingredients and the cultural stories that bring our cuisine to life. What we are doing is trying to create immersive gastronomic experiences where visitors can engage in traditional cooking classes, food tours and tastings of local dishes. An added and important benefit of this is the support it gives to local farmers and artisans – something that brings me enormous satisfaction. Omani women have long been guardians of our traditional cuisine and now they are translating this heritage into the professional sphere and making their presence felt as chefs, restaurateurs and food entrepreneurs – Salma’s Chocolate, found in many hotels and extremely popular with tourists, immediately springs to mind here as does Dina Maki, influencer and author of UK best-seller Bahari, an award-winning cook book which takes the world on a journey round Omani cuisine. These women and more besides are bringing a modern twist to traditional dishes, promoting local ingredients and contributing to Oman’s reputation as a destination for authentic culinary experiences.

What is the tourism sector like these days compared to when you joined?

Of course, over the last 20 years I have seen substantial changes in Tourism and I am proud to have been part of its evolution, especially the establishment of the Ministry of Tourism in 2004 and then the integration of the Ministry of Heritage & Tourism in 2020. It has been exciting to see how Tourism in Oman has developed and I feel privileged to have played a role in the sector’s growth which last year contributed RO2.8 billion to our economy, employed 179,000 people and provided opportunity for over 23,000 SMEs. I am pleased to have witnessed a substantial growth in the number of women in the industry during my time in the sector and look forward to more joining us. I am especially keen to see more women in senior and managerial roles – like everywhere else in the world, we still need to improve gender ratios here. Happily, it is definitely something the Ministry is working vigorously towards.

In what ways does the Ministry of Heritage & Tourism collaborate with educational institutions to get women into Tourism and Hospitality and on the road to leadership?

First off, let me say that Oman’s National Tourism Strategy highlights the importance of education and training in the sector, with specific sections dedicated to building a skilled workforce. With respect to this, the Ministry of Heritage & Tourism works closely with a number of educational institutions to promote the many rewarding career options for young women across Heritage, Tourism and Hospitality. I should add that many of these opportunities are in areas that are not necessarily immediately associated with our sector – finance, tech, AI, cybersecurity, sustainability amongst them. One key partnership we have is with Sultan Qaboos University’s Department of Tourism, where the Ministry supports academic programs and research initiatives that align with the fast-evolving needs of the Tourism sector. These efforts ensure students, particularly women, are well-equipped with the skills and knowledge needed to succeed.

At Oman Tourism College, where I serve on the board, there is a strong collaboration with the Ministry to ensure the academic and vocational education provided adds value to the Tourism industry. In particular, the Ministry works closely with the College to offer specialized training for tour guides to ensure they meet the highest standards of quality and professionalism. My role on the board helps ensure we continuously adapt to industry trends, ensuring students - especially women - are equipped with the skills needed for success.

In addition to these programs, the Ministry provides young women with internships and mentorship, creating clear career paths from education to employment. These initiatives and others like them have had a profound impact, making Tourism and Hospitality more appealing and accessible to young women. By offering structured training and clear career pathways, young women now see these fields as not only viable but also dynamic and rewarding career choices.

What does Omani Women’s Day mean to you?

It is incredibly special to me, not just as a celebration but a powerful recognition of the strength, resilience and contributions of Omani women, past and present – it is a testament to the unity and progress of women in Oman and it fills me with both gratitude and hope for the future. Indeed, I feel a profound sense of responsibility to continue pushing boundaries, so that the doors we open today will never be closed.

 Importantly too, let me finish by saying the day is an opportunity to reflect on the support women receive from the leadership of the country, particularly from His Majesty Sultan Haitham bin Tarik, who has strongly and continually emphasized the importance of women’s empowerment.