Oman poised to tap 'Shopping Tourism' potential

Muscat: Shopping Tourism, a buzzword in contemporary global tourism, is being promoted vigorously by many countries. The Sultanate of Oman, rich with natural and cultural features and ample shopping options, has the potential to develop and promote Shopping Tourism.
Indeed, shopping is not just a laborious activity to buy the essential goods; rather, of late, it has become a recreational activity as well. Curious shoppers fly across borders, travel to far away cities with the aim to indulge in joyous shopping. The new phenomenon is to experience the pleasure of relaxed shopping, coupled with travel, stay and sightseeing.
Oman has an immense potential for developing Shopping Tourism. It also has the advantage of having natural and cultural attractions in abundance. Tourists out to do shopping in Oman can enjoy amazing shopping experiences along with unmatched exotic natural and cultural experiences.
Moreover, traditional Souqs in Oman can offer incredible shopping options. Some of the indigenous products of Oman are very unique and rare, like Frankincense of Dhofar. The need of the hour is to conceptualize, design and promote shopping tourism packages, coupled with natural and cultural features to be offered in the global market.
Indeed, the new genre of leisure or recreational shoppers constitutes a relatively new market segment in tourism.
Shopping is also an important outlet for social interaction and provides temporary relief from routine and monotonous environments.
It is not at all a new phenomenon.
Traditionally tourists used to purchase a variety of items from the destinations visited, but these largely included souvenirs, varying from handicrafts to clothes, to processed food items. On the other hand, the shopping cart of the modern recreational shoppers includes a wide variety of items, of which some are luxury goods, electronic items, costly fashion stuff, crafts and design.
Shopping is thus becoming a travel motivation in tourism. This is a growing trend as many people travel abroad keeping in mind the goal of purchasing various goods. The focus is predominantly on cities.
Oman has a number of traditional Souqs, including Muttrah, Al Hafah, Al Husn, Bahla, Sohar Handicrafts Souq and Nizwa City that have a good potential to attract tourists.
Muscat's famed Mutrah souq is the best-stocked souk in the Arabian Peninsula. It is famous for traditional clothes, jewellery, spices, antiques, hand-woven Bedouin carpets and craft workshops.
Many craftsmen make traditional sculpted silver and ivory daggers, known as Khanjars. Moreover, Muscat and Salalah have mega shopping malls. Muscat Festival and Salalah Festival are already established events that attract visitors from far and wide.
Shopping tourism can be developed further with more unique markets with traditional/indigenous products, exclusive markets of electronic and other products with discounts during specific time periods, and packages blended with shopping and natural wonders of Oman.
(The writer is Asst. Professor, Salalah College of Applied Sciences, MOHE. He can be reached at [email protected])