Oman is aiming to increase the contribution of tourism to the country’s gross domestic product (GDP) to more than 3 per cent by 2020.

Speaking at the Arab Aviation and Media Summit in Salalah, Maitha al-Mahrouqi, under-secretary at the Ministry of Tourism, said the tourism sector currently contributed 2.4 per cent of the sultanate’s non-oil GDP.

Growth in the tourism industry is expected to be driven by the expansion of the country’s airports and national carrier, as well as the development of different types of niche tourism attractions, such as adventure tourism.

Oman has already seen its appeal as a tourism destination improve. In 2012, revenues from hotel accommodation increased by 3-5 per cent, reaching RO170m ($441m). Total revenue from the tourism industry reached RO710m last year.

The promotion of tourism in Oman is part of the country’s 2020 vision and is seen as a means of increasing employment opportunities.

“It is an industry that is definitely creating jobs,” Al-Mahrouqi said.

Oman Air is looking to expand its network of destinations to support the growth of tourism. Mohammed al-Shikely, general manager at Oman Air, told conference delegates that the airline would focus on selective tourism and that he saw Oman as an upmarket destination for travellers.

He added that the airline was not interested in mass tourism or becoming a low-cost carrier.

“There is a huge emphasis on maintaining the culture and heritage of the country … and Oman Air is aligned to that strategy,” he said.

The airline recently confirmed the expansion of its fleet, with an order for five new Boeing B737-900 aircraft in a deal signed at the Paris Airshow in June.