Muscat Love: Is This Middle Eastern City the Next Big Thing?

From record-breaking skyscrapers and five-star hotels to world-famous beaches and attractions, Dubai has become synonymous with Middle Eastern glamour.

With more than 18 million international visitors arriving there in 2025, the UAE city has cemented its place as one of the world’s most popular luxury holiday destinations.

But for those seeking  luxury without the crowds, authentic culture without the tourist traps, and a destination that still feels undiscovered, a spokesperson for Islamic department store Amsons is making a pitch for neighbouring Muscat, the capital of Oman.

“Whilst Dubai will continue to remain popular, our clients are opting to visit neighbouring Muscat, instead, as Oman’s capital city offers many of the same ingredients that made Dubai a global favourite — guaranteed sunshine, luxury resorts, beautiful beaches and world-class hospitality — but with a slower pace and a stronger connection to local culture.

“Muscat gives visitors everything they expect from a Gulf escape, stunning hotels, incredible scenery and warm hospitality, but without the feeling of being surrounded by mass tourism. It’s luxury, but at a much calmer pace.”

While Dubai’s skyline projects an ultra-modern vibe, Muscat has carefully protected its historic identity. Strict building regulations mean the city remains filled with elegant whitewashed buildings, traditional architecture and dramatic mountain backdrops rather than towering skyscrapers.

A Quieter Side of Gulf Luxury

Oman welcomed around 3.9 million visitors in 2024, a fraction of Dubai’s annual visitor numbers.

Muscat is home to some of the Gulf’s most impressive hotels, offering private beaches, infinity pools, spa treatments and exceptional dining. Visitors can spend their days in quiet pursuits like watching dolphins along the coastline, exploring hidden coves or enjoying coffee overlooking the Arabian Sea.

Beaches, Mountains and Adventure — All in One Trip

Muscat sits between the Gulf of Oman and the Hajar Mountains, meaning travellers can move from beach to mountain within hours.

The Daymaniyat Islands, located just off the coast, are known for crystal-clear waters, coral reefs and encounters with sea turtles and dolphins

Further inland, Wadi Shab offers one of Oman’s most famous natural experiences, with turquoise pools hidden between dramatic rocky cliffs.

A Taste of Authentic Oman

One of Muscat’s biggest attractions is that it has retained its local character.

The Mutrah Souq, one of the oldest marketplaces in the Arab world, offers a completely different experience from the luxury malls Dubai is famous for. Visitors can wander through narrow streets filled with the scent of frankincense, browse handmade silver jewellery and discover traditional Omani crafts.

The Sultan Qaboos Grand Mosque, with its intricate architecture and peaceful gardens, is another highlight, showcasing the country’s deep cultural heritage.

Rather than creating attractions designed purely for visitors, Muscat invites travellers to experience a city that has existed for centuries.

Tips On Experiencing Muscat Like a Local

Visit Mutrah Souq in the evening: The best time to explore the market is after sunset, when locals gather, temperatures cool and the streets come alive with traditional shops and cafés.

Try authentic Omani cuisine: Local specialties include shuwa, a slow-cooked marinated meat dish, or fresh seafood caught from the Gulf of Oman.

Take a dolphin-watching trip: The waters around Muscat are home to several dolphin species, making boat trips one of the most popular local experiences.

Escape to the mountains: Spend a day exploring the Hajar Mountains, where cooler temperatures, dramatic scenery and traditional villages offer a completely different side of Oman.

“Dubai will always attract travellers looking for glamour and spectacle,” said the Amsons spokesperson. “But for those searching for the Gulf before it became a global tourism phenomenon, Muscat offers something increasingly valuable: space, authenticity and the chance to experience luxury without the crowds.”