Oman's sports economy ambition: From grassroots to global arena

Observer

2 days ago

MUSCAT: The Sultanate of Oman is actively pursuing a strategy to transform its sporting landscape, not just for the love of the game, but as a significant driver of economic growth and diversification. Recent discussions from the "Tejarah Talks" podcast, featuring Pankaj Khimji, Advisor, Foreign Trade & International Cooperation, Ministry of Commerce, Industry & Investment Promotion, and Joe Rafferty, Director, Events, Oman Sail, highlight a multifaceted approach focusing on grassroots development, experiential tourism, and strategic international events.
The vision is clear: to cultivate a deep-seated sports culture within the Sultanate of Oman that will naturally foster a thriving sports economy. "Unless we develop our grassroots of sports culture, whether it's in schools or in the maydans or on the beaches of Oman, unless we promote this in our family or school , we're not going to be able to get into the real business of sports," emphasised Khimji. This foundational belief underscores the need for physical education to be a core curriculum subject and for children to be introduced to sports from a very young age.
Oman's inherent "DNA" for sports, as noted by Alya al Hosni of Tejarah Talks podcast and corporate affairs director at Muriya, is evident in its success in areas like beach football. The goal is to leverage this natural aptitude and build a robust ecosystem. The economic ripple effects of a thriving sports sector are extensive, extending far beyond direct participation. From equipment sales and coaching to media coverage, hospitality, and related services, the opportunities for private sector involvement are immense.
The recent explosion of padel in Oman serves as a prime example of organic growth and private sector engagement. Padel clubs have sprung up across the country, becoming new social hubs. This phenomenon illustrates the potential for smaller, multi-purpose sporting centers in wilayats and non-urban areas to encourage widespread participation. "What it shows is that you probably want to build small little youth centers in wilayats in little urban non-urban townscapes to encourage people to participate and play in sports," Khimji observed, advocating for practical, state-of-the-art facilities over mega-stadiums.
Beyond domestic engagement, Oman is strategically positioning itself as a destination for sports tourism. The concept of "experiential travel" – where tourists not only see but actively do – aligns perfectly with adventure sports and unique terrains. The country's diverse landscape offers unparalleled opportunities for activities like aqua trekking in wadis, 4x4 off-roading, and altitude training for athletes. "This mix of adventure sports and tourism is a huge investment opportunity," stated Khimji, highlighting the potential for automobile manufacturers to use Oman as a hub for vehicle trials.
The economic benefits of hosting international teams are also gaining recognition. Khimji recounted a recent visit by Indian state cricket teams, who, after playing matches, extended their stay to explore Oman's tourist attractions like Nizwa and witness dolphins. This accidental discovery has led to a surge of interest from other Indian teams keen to tour Oman, demonstrating the power of sports to drive ancillary tourism revenue.
Looking ahead, Oman has its sights set on attracting prestigious international events that align with the nation's brand. "I'd like to see a tennis tournament whether we start with the 250 or then with the 500 and probably in 10 or 7 years time to do a tennis 1000 as well ATP," Khimji articulated, emphasising the high television and media coverage such events attract. The ultimate ambition for Oman, according to Khimji, would be to host a Formula 1 Grand Prix. While acknowledging the presence of F1 tracks in neighboring countries, he sees it as a complementary venture, not a competitive one. "It's not about we competing with them, it's about we participating in the sport because the sport is basically viewed on television," he explained. An F1 track, he added, would serve as a multi-purpose venue for corporate events, community gatherings, concerts, and car exhibitions, creating significant leverage.
Ultimately, Oman aims to create a prominent spot on the global sporting calendar. By fostering a passionate grassroots culture, leveraging its unique natural assets for experiential tourism, and strategically attracting high-profile international events, Oman is set to score big in the dynamic world of the sports economy.