For event planners seeking a destination that blends world-class hospitality with authenticity, natural beauty and tranquillity, Oman is fast emerging as the Arabian Peninsula’s hidden gem.

With its unspoilt coastlines, cinematic desertscapes and rugged mountain ranges, this Middle Eastern treasure offers an experience that feels both adventurous and deeply grounding - an irresistible proposition for incentive travel and exclusive events.

Touching down at Muscat International Airport after a smooth overnight flight from Heathrow, the #OmanDiscoveryEdit delegates were whisked straight to The Chedi Muscat, a five-star sanctuary in the heart of the capital. With its minimalist architecture, tranquil courtyards and Arabian elegance, The Chedi sets the tone for luxury in Oman. It offers 158 rooms and suites, six restaurants, three stunning swimming pools (including the region’s longest), and a serene spa that exudes understated sophistication - ideal for incentive stays or executive retreats.

After breakfast, it was straight to the coast for a luxury speedboat excursion, complete with snorkelling among turtles and tropical fish. The crystal-clear waters, framed by ochre cliffs and endless blue skies, were a serene start to the adventure. A sunset cocktail on the hotel terrace followed by a sumptuous dinner in The Restaurant sealed the first evening - Omani hospitality shining through in generous, flavourful dishes and warm service.

Valley of adventure

Oman’s wadis - dry riverbeds that fill with turquoise pools after rainfall - are among its most beautiful natural attractions. Our group travelled to Wadi Tiwi, one of the country’s most impressive canyons, to swim, scramble and trek through its dramatic landscapes. Guided safely through streams and rock formations, delegates found the experience both invigorating and team building-friendly - a ready-made opportunity for small-group challenges or leadership activities in nature.

After a private seaside lunch, it was time to swap turquoise pools for golden dunes. A convoy of 4x4s carried us deep into the desert, where a spot of high-octane dune bashing offered an adrenaline-fuelled thrill before arriving at the evening’s destination: Magic Camps Wahiba Sands.

The #OmanDiscoveryEdit group at Muscat International Airport

Speedboat and snorkelling

The Chedi Muscat

Oman map

Magic in the desert

Nestled within the rolling dunes, Magic Camps lives up to its name. This semi-permanent luxury camp combines rustic authenticity with discreet elegance - private canvas suites furnished with fine linens, solar lighting, and ensuite bathrooms, all framed by a vast silence that feels worlds away from modern life. There’s no Wi-Fi and no distractions - just stars, stillness and stories shared around the campfire.

We were welcomed with sunset mocktails and a gentle camel ride before dinner under the stars. Locally inspired cuisine, live entertainment and the soft glow of lanterns created an atmosphere that delegates described as “utterly enchanting.”

“The most memorable moment was coming over the sand dunes to witness the most beautiful desert camp,” says Katie Lee, head of events at Image. “Being greeted with a drink while admiring the colours of the sunset was unforgettable. The camp, the food, the entertainment - it was all done so beautifully. Any client having this experience would treasure it forever.”

Early the next morning, we gathered for sunrise yoga on the sand - a grounding, unforgettable experience that set the tone for the day ahead. The peace and harmony levels were off the charts as we left camp well-rested, centred, and ever so slightly more flexible.

Heritage and heart

From the desert, the journey continued into the mountains to Nizwa, Oman’s former capital and a vital cultural hub. The imposing Nizwa Fort, with its 17th-century architecture, offers dramatic views and an insight into the country’s rich history. A stroll through Nizwa Souk provides a sensory feast - fragrant spices, silver jewellery, pottery and the famed date market, perfect for delegate gifts or local immersion.

Lunch was served privately among palm groves, surrounded by birdsong and shade, a beautiful example of how Oman can transform even the simplest setting into something unforgettable.

Magic Camps Wahiba Sands

Nizwa Visit

The high life

Our final stay was at the Alila Jabal Akhdar, perched 2,000 metres above sea level in the Green Mountains. Recently named #1 Hotel in the Middle East in Condé Nast Traveler’s Reader’s Choice Awards, the property delivered a spectacular finale. With panoramic views across the canyons, infinity pools that appear to float above the clouds, and service levels that border on intuitive, this is a property designed to impress even the most discerning corporate guests.

For incentives and executive offsites, Alila offers bespoke experiences from mountain hikes and rock-climbing via ferrata routes to wellness retreats and culinary journeys celebrating local ingredients. It’s the kind of property where productivity and tranquillity effortlessly intertwine.

“Oman offers high-end services and venues without the ostentation of some other regional destinations,” notes Alisha Bajaj, senior event manager at Imagination. “The desert camp, the mountains, the coastline - each offered something entirely different. The landscapes are so diverse, yet accessibility is excellent. It’s a country that provides exclusivity without isolation.”

After a final dinner under the stars, we awoke to yet another perfect sunrise before descending back to Muscat for a visit to the Sultan Qaboos Grand Mosque. Less than three decades old, it has already become one of the Middle East’s architectural masterpieces, its vast prayer halls illuminated by Swarovski chandeliers and intricate marble work — a venue worthy of a cultural experience in its own right.

Sense of place

Oman’s appeal lies in its authenticity. There are no artificial skylines here, no rush to overdevelop. Instead, it’s a country that celebrates its landscapes, traditions and people. Its warm hospitality, strong cultural identity, and geographical variety make it a dream canvas for incentive planners.

“Oman took me completely by surprise,” says Harriet Kendall, global client director at Soster Agency. “There’s a sense of calm confidence here - a soulful energy that sets it apart from the futuristic glamour of its neighbours. From city to desert to mountains, each experience felt real, grounded, and genuinely moving. That’s exactly what makes it so powerful for brand experiences and incentive travel.”

Oman’s infrastructure supports this authenticity beautifully. Muscat International Airport is well connected, with direct flights from London and other major European cities. Oman Air offers seamless business-class service and lounge access, while high-quality roads make transfers between regions efficient and scenic. For groups, this makes multi-location itineraries - coast, desert, and mountains - not only possible but enjoyable.

While transfer times can be longer than in compact destinations, many planners felt the journeys were part of the experience. “The scenery is breathtaking, and the occasional nap helps!” jokes Katie Lee. “For clients, the sense of progression - from ocean to dunes to mountains - adds depth and narrative to the trip.”

Alila Jabal Akhdar

Sultan Qaboos Grand Mosque

Buyer's eye

Di King, senior event manager, Viva Esprit Inspired Events

“My most memorable highlight was the Alila Jabal Akhdar, not only for its stunning location and accommodation but for all the little additional extras, the library, the activities, the sustainable hydroponic garden and beautiful spa glass box. The service was second to none – the food outstanding and the ambience and smell just beautiful.

There are so many appealing things about Oman: its central global location, weather, service, diversity of offers and activities: from city to desert to mountain. Its heritage is a big plus point, it has authenticity and soul, with different culture and traditions. It’s peaceful, luxurious, not overcrowded, and easy to get around in private transport. On top of that it’s English language friendly, calm, safe, and memorable.

There are some challenges; driving distances, ‘dry’ venues, and leisure hotels with small meeting spaces spring to mind. The weather is too hot in summer, so it’s worth knowing it’s only really accessible during their winter months.

Alila Jabal Akhdar

Alisha Bajaj, senior event manager, Imagination

“If I had to pinpoint the most special experience, it would be the stay at the Magic Camps in the desert. The camp was hidden in the middle of the dunes, offering an immediate feeling of exclusivity. From the impeccable food to the magical sunsets and sunrise views, with incredible views of the stars, it was a unique, intimate and once-in-a-lifetime experience - the kind of impactful, elevated experience I want delegates to leave with.

“Oman offers high-end services and venues without the overt ostentation of some other regional destinations, providing a sophisticated and elegant atmosphere. As a large country, its key attractions are spread out. This prevents areas from feeling overcrowded or overpopulated, which is excellent for creating exclusive delegate experiences.Muscat is well-served by numerous international flight routes, making accessibility good for various global markets.

“Oman stands out primarily due to its combination of authentic culture, stunning geographical diversity, and sophisticated infrastructure. Compared to many other destinations, Oman doesn't just offer beautiful scenery; it offers a journey through entirely different worlds in a short space of time. We covered a vast amount of ground in just a few days, experiencing mountains, desert, and coastline. This is an unparalleled opportunity. I tend to work on drive events, so the landscapes and quality roads are paramount - Oman provides the ultimate backdrop.”

Alisha Bajaj, senior event manager, Imagination

Alisha Bajaj, senior event manager, Imagination

Magic Camps Wahiba Sands

Why Oman works

For corporate groups, Oman delivers a rare combination: authentic Arabian culture, world-class luxury, and a deep sense of peace. Its diversity allows planners to craft itineraries that blend action, culture and rest, all within one country.

From snorkelling alongside turtles and exploring ancient forts to stargazing in the desert or meditating at 2,000 metres above sea level, Oman provides the kind of transformative, story-rich experiences that resonate long after the trip ends.

“Oman doesn’t just offer beautiful scenery; it offers a journey through entirely different worlds in a short space of time,” adds Bajaj. “That’s an unparalleled opportunity for incentive travel.”

As the group reflected in the Oman Air Business Lounge before their flight home, one sentiment was shared by all: Oman had exceeded every expectation. Calm, confident, and quietly spectacular - this is a destination made for experiences that matter.

M&IT explored Oman with a group of buyers on the EduFAM Oman Discovery Edit, delivered in partnership with the Oman Convention Bureau (part of the Ministry of Heritage and Tourism), Oman Air and SPICE by Magic Travels.