2
6 Defining sustainable tourism
10 Omran’s role in sustainable development
16 Case study: Alila Jabal Akhdar
July 2015 / A publication by Oman Tourism Development Company
Developing new horizons for a sustainable tomorrow
Issue 2 July 2015
Developing new horizons for a sustainable tomorrow
KNOW HOW . RESPECT . BEYOND
CONTENTS
omran.om
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Why sustainable tourism matters?
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Defining sustainable tourism
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Global trends
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Tourism growth in Oman
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Omran’s role in sustainable development
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Our Sustainability Framework
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Case study: Alila Jabal Akhdar
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Farming for a better future
In line with Omran’s sustainability policy, the paper we have used for this publication is Lenza Top Recycling Super. It is recycled paper produced of 100 % recovered fibre. Manufactured without optical brightening agents and chlorine bleaching. High whiteness is achieved thanks to a special converting process for recovered fibre. 3
Issue 2 July 2015
Why sustainable tourism matters? Oman possesses enormous potential within the tourism sector, boasting picturesque landscapes, ancient heritage sites, and a culture rich with traditions. This potential is being recognized, as seen by the growing number of visitors arriving in Oman each year, and it creates great opportunities for the sector to be a major driving force for economic growth and diversification. It is important not to forget that with opportunity comes responsibility. Tourism has the power to create meaningful change within society, while if badly managed it has the potential to negatively impact communities and the environment. Tourism can only truly benefit a nation when it is sustainable, when local communities are engaged and when our environment is safeguarded. It is our responsibility to ensure that the benefits of tourism are felt at every level, the economy, society, communities and the environment. The sustainable credentials of a destination matter now more than ever before, and around the world there is a growing trend towards sustainable tourism. Travelers are increasingly aware of the footprint they leave on a destination and are engaging in practices to minimize any negative impacts. Oman, a beacon for the adventure, nature and heritage tourist alike, has the unique ability to carve out a niche market that caters to the increasing numbers of responsible travelers.
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In the past year Omran has made significant headways in developing sustainable tourism. Two destinations now hold the prestigious LEED certification for green buildings, with a number of other properties in the process of pursuing the award. While numerous ongoing community programmes run by Omran ensure that the benefits of tourism are felt at a community level by nurturing and promoting local talent and entrepreneurship and safeguarding our environment. We have already laid the foundations for a thriving tourism sector, one that is sustainable, which conserves the natural environment and that channels earnings and skills back to local communities. However there is still more work to be done to harness the Sultanate’s true potential as premier sustainable destination. Sustainable tourism makes good business sense, as we are investing not only in tomorrow, but for the future generations to come. It is our responsibility as a nation and as individuals to invest in the long term sustainability and prosperity of Oman. Eng. Ali Al Rasbi Acting CEO, Omran
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Issue 2 July 2015
Defining sustainable tourism How does the United Nation’s World Tourism Organization (UNWTO) define sustainable tourism? “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities.”
“Tourism can only prosper if it engages the local population by contributing to social values such as participation, education and enhanced local governance. At the same time, there can be no real tourism development if such development damages in any way the values and the culture of host communities or if the socio-economic benefits generated by the tourism sector do not trickle down to the community level.” Taleb Rifai UNWTO Secretary-General
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“By 2020 it’s estimated that 1.5 billion people will be travelling each year. It’s not hard to understand how each one of us needs to consider our personal contribution to sustaining the natural and cultural wonders of our planet so that future generations can enjoy the same life-changing adventures we have shared.” 2 Tony and Maureen Wheeler Founders, Lonely Planet Publications
Source
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http://sdt.unwto.org/content/about-us-5
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http://www.lonelyplanet.com/about/responsible-travel/
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http://www.brainyquote.com/quotes/keywords/sustainable.html
“Sustainable development is the pathway to the future we want for all. It offers a framework to generate economic growth, achieve social justice, exercise environmental stewardship and strengthen governance.” 3 Ban Ki-Moon Secretary General of the United Nations
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Issue 2 July 2015
Global Trends THE RISE OF THE RESPONSIBLE TRAVELLER
THE RISE OF THE EXPERIENTIAL TOURIST Experiential tourists are drawn to activities exploring nature, heritage, cultures and communities.
71%
According to a survey by TripAdvisor, one of the world’s most popular travel websites, 71% of US members said they planned to make greener travel choices in 2012 compared to 65% in the previous year. 4
93%
A Condé Nast Traveller poll concluded that 93% of readers believed that travel companies should be responsible for protecting the environment. 58% of readers also claimed that their choice of hotel is influenced by the support it gives to the local community. 5
91%
A 2010 survey by Travelzoo, a New York based internet publishing company, found that 91% of travelers from the USA preferred to stay at an eco-certified hotel given price and amenities are comparable to a non-certified hotel. 6
Source
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http://www.tripadvisor.com/PressCenter-i5154-c1-Press_Releases.html
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http://www.prnewswire.com/news-releases/conde-nast-traveler-announces-winners-of-the-2011-world-savers-awards-127886823.html
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https://www.ecogreenhotel.com/green_hotel_news_Travelzoo-Publishes-Eco-Certified-for-Earth-Days-40th-Anniversary.php
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In 2001, the UNWTO identified experiential tourism as the sector expected to experience the most rapid growth over the coming two decades. 7
Source 7 ‘The Case for Responsible Travel: Trends and Statistics’, CREST Report 9
Issue 2 July 2015
Tourism growth in Oman WHAT ARE THE FORECASTS FOR OMAN’S TOURISM GROWTH? INBOUND VISITORS INBOUND TOURISM PURPOSE
WHAT IS THE POTENTIAL FOR SUSTAINABLE TOURISM IN OMAN?
6
000’s
1,961
2,000
Oman features everything from high mountain ranges, breathtaking wadis, an awe-inspiring desert and 3000km of pristine coastline. Stunning natural beauty combined with rich culture, ancient heritage sites and a safe and stable environment endowers Oman with the ingredients to become the sustainable destination of choice for global visitors. Potential sustainable tourism offerings include:
000’s
1,000
1,714 1,540
1,584
1,500 1,393
1,385 1,360
1,500
750
Leisure & recreation Business
Oman ranks
Other
Nature and Eco tourism • Extensive network of natural reserves & cave attractions • Forests and lush green scenery; natural water springs • Animal watching (turtles, dolphins, birds)
2013
2012
2011
2010
2009
2008
2007
2006
2013
2012
2011
2010
0
2009
0
2008
250
2007
500
2006
500
2005
1,000
2005
1,101
Visiting relatives & friends
9thout of 141 nations for tourism safety and security
Heritage and cultural experiences Oman’s ancient history is evident through its many archeological sites: • Historic castles and forts • Ancient cities and villages preserving traditional lifestyle • Pre-historic fossil and rock art sites
Leisure and sport • Water sports such as scuba diving, boating and sailing • Outdoor sports such as trekking, climbing and camping and 4-wheel driving • Traditional sports such as camel racing
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Source 6 NCSI 7 World Economic Forum’s Travel and Tourism Competitiveness Report 10
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Issue 2 July 2015
Omran’s role in sustainable development MAKING ROOM FOR GROWTH
After a corporate restructure in 2014, Omran introduced three new subsidiary companies aiming to boost tourism growth in the Sultanate by allowing for greater levels of specialization and broader operational capacity. The broadening of Omran’s mandate will enable the company to develop the nation’s most iconic tourist destinations and innovate urban centres in order to capitalize on the great tourism potential that the nation holds. The creation of three new subsidiaries will enable greater progress on the path to achieve the goals of economic diversification and sustainable employment opportunities for citizens.
National Omani Hospitality Company (Dhiaffa)
Oman Heritage Projects Development and Management Company (Turathna)
A hospitality operator company, managing some of the Sultanate’s most iconic hotels. The company specializes in the business of hospitality - the true Omani way, and manages some of Oman’s most exclusive properties at select locales in the Arabian Peninsula, unique hotels that deliver the very essence of local ingredients, talents and culture. The company manages Atana Hotels, Oman’s first home-grown hotel chain, representing quintessential Omani hospitality, comfort and a unique cultural experience. Both Atana Musandam and Atana Khasab are currently located in the northern side of the Sultanate, offering majestic mountain views, marine life observations dolphin watching and water activities to explore the pristine Musandam beaches and sea treasures.
Dedicated to the heritage tourism development and Responsible for developing and executing tourism management of cultural and natural sites. The Company projects throughout the Sultanate. The company is was established to further enhance authentic experitasked to develop Omran’s single asset tourism ences for visitors and promote economic growth within projects and related tourism infrastructure such as the Sultanate, while safeguarding and maintaining hotels, museums, theme parks, etc heritage sites throughout Oman.
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Oman Project Management and Development Company (Bunyan)
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Issue 2 July 2015
Our Sustainability Framework Our approach to sustainability takes into account the economic, social and environmental factors all the while promoting Omani heritage in the industry.
Economic
ECONOMY
Society
SOCIAL
Amount of local spending projected to result from Omran’s iconic project; the Oman Convention and Exhibition Centre
295 million OMR
50,000 OMR
134
72%
Number of SMEs supported in 2014
Responsible Tourism
Highlights from Omran Sustainability Report 2013
ENVIRONMENT Environment
Cultural Heritage
The Global Reporting Initiative (GRI), an organisation pioneering the development of the World’s most widely used sustainability reporting frameworks, has named Omran as the region’s most transparent developer.
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For more information, please view our sustainability report 2013/’14
LEED certified (US Green building council) Total number of projects under development (including 2 completed projects: Alila Jabal Akhdar, Atana Musandam)
9
“MOST TRANSPARENT DEVELOPER IN THE REGION”
Total community contributions in governorates across the Sultanate
Reduction in Greenhouse Gas emissions
Omanization rate
HERITAGE Using traditional Omani architecture in developing Alila Jabal Akhdar to mirror the authentic character of Omani culture. Creating Atana; local chain of hotels. Embedding cultural activities, artistic crafts and the traditional Omani hospitality in providing a unique experience to visitors.
32%
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Issue 2 July 2015
a
Case study A GREEN MILESTONE
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c
d
Nestled in the breath-taking Jabal Akhdar region, Alila Jabal Akhdar Resort is a quality addition to the high-end tourist destinations in the Gulf region and a catalyst for further developments in the Sultanate. Alila Jabal Akhdar has been the recipient of a growing number of awards and accolades including the prestigious LEED certification for green building. This recognition is evidence of high standards of environmental and community sustainability embodied by the hotel. Hotel Features: • 86 suites of varied categories and spaces • A first of its kind Omani spa • Meeting facilities • Restaurants • Indoor and outdoor swimming pools Eco Features: • Innovative water treatment facilities for use in irrigation and landscaping • Solar panelling that contribute 60 – 70% of the hot water supply • Energy saving lighting and thermal control systems • Recycling of building materials during construction phase • Local sourcing of building materials
“The vision of sustainability for Alila Jabal Akhdar goes beyond the architectural design and construction phase, it also reflects the guiding principles of Omran, as well as the day to day operation and management of the resort which is centered on the principles of sustainability and environmental safety. The certification underscores the vital role of Omran in developing innovative and sustainable tourism destinations with advanced environmental specifications. At Omran we place a great emphasis on implementing sustainable measures and practices across all areas of our mandate, including economic, environmental, and cultural.” Eng. Wael Lawati Former CEO of Omran
Images / a. Mountain View Suite b. Spa Alila c. Spectatular views d. Infinity pool 16
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Issue 2 July 2015
Farming for Hospitality A programme by Omran’s award winning CSR initiative: ‘intajee’
Alila Jabal Akhdar Resort is involved in the ground breaking ‘Farming for Hospitality’ project. ‘Farming for Hospitality’ equips local farmers with modern greenhouses set up by Omran to grow fresh vegetables, produce that was previously sourced from other regions in Oman or even abroad. The fresh produce, in addition to sustaining the local community, is also sold to Alila Jabal Akhdar Resort. The project creates a link between small-scale farming enterprises and major hospitality providers. Additionally, ‘Farming for Hospitality’ aims to build on the existing skills of local farmers, transforming the capabilities of traditional farming practices in the region.
a
“It is inspiring to witness the cooperation between large scale hospitality providers, local communities and SMEs in the Jabal Al Akhdar region. It is my sincere hope that ‘Farming for Hospitality’ will serve as an example to motivate further collaboration and synergy both in the region and across the nation.” His Excellency Sheikh Dr. Khalifa Al Saadi Governor of Dakhiliyah
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b
c
Images / a. Greenhouse b. Juniper Restaurant c. Chef’s special
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The Sultanate is blessed with all the elements of a thriving tourism sector; stunning vistas, unique environs and a rich cultural heritage. At Omran, we believe that tourism can only truly benefit a nation when it is sustainable; when local communities are engaged, cultural roots are preserved and the natural environment is safeguarded. This belief is the guiding principle of our company, underpinning everything we do. 20
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KNOW HOW . RESPECT . BEYOND
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