Oman’s first agrotourism company involved in fruit cultivation and processing

Muscat, July 3

The Agricultural Tourism Development Company (Janaen), the first of its kind in the Sultanate of Oman, has unveiled plans to start commercial-scale fruit cultivation and processing, spurred by the success of its first agro-tourism initiative, “Rummana”.

Janaen was established in 2021 as a joint venture between Oman Food Investment Holding (Nitaj) and state-backed tourism investment company Omran Group. Both Nitaj and Omran are subsidiaries of the Oman Investment Authority (OIA), which has identified agritourism as a promising economic sector in the tourism industry, centered around the country’s traditional fruit-growing regions.

Janaen’s Rummana project is a groundbreaking agricultural and tourism experience centered around the pomegranate harvest season in Al Jabal Al Akhdar, which attracted more than 22,000 visitors in late summer last year. The project is a collaboration between cultural immersion glamping company Teepee, Omani food investment firm ABS Group and Janaen.

The 12-week Rumana Festival offers visitors an immersive experience into the world of pomegranates, with opportunities to participate in interactive workshops, art installations and guided hikes. During the festival, a pomegranate farm in Sekhvira is transformed into a popular tourist destination, hosting a variety of entertainment, cultural and tourist activities.

Janaen is preparing to launch a series of new initiatives to build on its initial success. The company has partnered with the Omran Group to create a brand for the Janaen Jabal Al Akhdar project.

“We are working to design and produce packaging and canning containers for fruits grown on Janaen Jabal Al Akhdar Farm, including olive oil, rose water, apricots, figs, grapes, pears and apples,” Nitaj, which owns 50% of Janaen, said in its 2023 annual report.

To support its processing activities, the area under fig tree cultivation has expanded at Janaen Jabal Al Akhdar Farm. In addition, in Iteen, Salalah Governorate, Dhofar Governorate, Janaen has signed a right of use contract covering a 2,000 square meter agricultural land that will serve as a nursery for native and non-native seedlings. The site will also offer agro-tourism services.

Nitaj added in the report that last November, Janaen met with partners, board members and stakeholders to develop a “comprehensive strategy” to chart the company’s future strategic direction.