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Home » Oman Travel News » Oman Sets Sights on Transforming Jabal Al Abyadh into a Spectacular Eco-Tourism Haven and Authentic Cultural Escape for International Travelers Monday, June 9, 2025Oman is taking a bold step toward redefining its tourism landscape by transforming Jabal Al Abyadh into a spectacular eco-tourism haven and authentic cultural escape. Through a strategic partnership with Spain-based THR Strategic Tourism Advisors, the country aims to unlock the mountain’s vast potential while preserving its untouched natural beauty and rich cultural heritage. This visionary initiative aligns with Oman’s Tourism Vision 2040, emphasizing sustainability, community empowerment, and low-impact development to attract eco-conscious travelers, adventure seekers, and cultural enthusiasts from around the world. By developing Jabal Al Abyadh responsibly, Oman seeks to position itself as a leader in sustainable tourism across the Arabian Peninsula.Oman Partners with THR Strategic Tourism Advisors to Transform Jabal Al Abyadh into a Sustainable Tourism LandmarkIn a bold move to diversify its tourism offerings and spotlight its lesser-known natural assets, Oman’s Ministry of Heritage and Tourism has appointed THR Strategic Tourism Advisors to master plan the development of Jabal Al Abyadh—The White Mountain—into a sustainable and culturally rich tourism destination.A New Chapter for Jabal Al AbyadhRising to an elevation of nearly 3,000 meters, Jabal Al Abyadh stands as Oman’s second tallest peak, situated in the Wilayat of Al Hamra in the Al Dakhiliyah Governorate. Though it stands tall in the shadow of its better-known counterparts, such as Jabal Shams and Al Jabal Al Akhdhar, this rugged peak has remained largely unexplored due to limited accessibility. At present, only highly skilled motorists can reach its summit via challenging gravel tracks that require off-road vehicles and expertise.This relative isolation, however, has preserved Jabal Al Abyadh’s pristine character, making it an ideal candidate for eco-conscious tourism development. The Omani authorities have now decided that the time is right to responsibly open up this majestic terrain to both domestic and international tourists, while ensuring that its ecological integrity and cultural heritage are not compromised.Untapped Natural and Cultural PotentialJabal Al Abyadh enjoys many of the same climatic and environmental characteristics as Oman’s more popular mountain destinations. These include cooler highland temperatures, dramatic landscapes, wilderness adventure opportunities, and potential for camping, trekking, and eco-tourism. Yet, unlike Jabal Shams or Al Akhdhar, it has not been overrun by crowds or commercial development.Geologists and tourism planners highlight that the name “White Mountain” reflects the abundance of limestone and ophiolite rock in the region, giving it a distinct pale hue visible even from afar. But the mountain offers more than just visual appeal. It is also home to deserted mountain villages, remnants of ancient Aflaj irrigation systems, and nomadic pastoral communities who have resisted modern lifestyle changes and continue to live as traditional goat herders.This combination of natural beauty, geological uniqueness, and cultural authenticity makes Jabal Al Abyadh a rare gem that can offer visitors an immersive and educational tourism experience. The goal is to attract nature lovers, cultural tourists, eco-travelers, and adventure seekers while ensuring minimal impact on the landscape and local way of life.A Global Partner with Deep ExpertiseThe selection of THR Strategic Tourism Advisors, a consultancy headquartered in Spain, by the Omani government underscores its commitment to aligning the development of Jabal Al Abyadh with international standards for sustainable tourism planning. With more than 1,100 completed projects in nearly 70 countries, THR is known for its expertise in destination strategy, tourism product development, hospitality management, and marketing for tourism economies.THR’s appointment signals Oman’s ambition to position Jabal Al Abyadh not just as another mountain retreat, but as a benchmark in environmentally responsible tourism. The development master plan is expected to encompass infrastructure planning, eco-lodge design, cultural preservation strategies, and visitor experience management, ensuring that growth does not come at the cost of the mountain’s ecological and cultural integrity.Aligning with Oman’s Tourism Vision 2040This project also dovetails with the Sultanate’s broader Tourism Strategy under Vision 2040, which emphasizes sustainability, cultural preservation, and rural tourism. Oman aims to boost tourism’s share in the national economy while ensuring the protection of its environmental treasures and cultural heritage.Jabal Al Abyadh offers a perfect opportunity to achieve these objectives. The mountain is expected to serve as a model for how remote, ecologically fragile, and culturally rich destinations can be brought into the tourism fold without falling victim to overdevelopment or environmental degradation.A Sustainable Future in the MakingBacked by Oman’s dedication to sustainable tourism and the strategic expertise of THR, Jabal Al Abyadh is poised to become a leading hub for eco-tourism and heritage-based travel across the Arabian Peninsula. The development plan will likely incorporate low-impact accommodations, nature trails, interpretive centers, and community-based tourism programs that empower local residents while educating visitors.The project has already sparked interest among regional tourism stakeholders and is being closely watched as a case study in balancing economic development with environmental stewardship.Oman is transforming Jabal Al Abyadh into a premier eco-tourism and cultural destination, combining sustainable development with authentic heritage experiences. This visionary project aligns with the nation’s Tourism Vision 2040 to attract global travelers while preserving its natural and cultural treasures.As Oman gets ready to reveal its development blueprint for Jabal Al Abyadh, global attention is turning toward this ambitious and transformative project. This initiative represents not only a bold tourism investment but also a symbol of Oman’s respect for its landscapes, traditions, and future generations. Through the expertise of THR and the foresight of the Ministry of Heritage and Tourism, The White Mountain may soon take its rightful place on the global travel map—offering breathtaking views, authentic experiences, and a deep sense of place that few destinations can match.
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