With the launch of a direct route between Muscat and Amsterdam starting July 1, Oman Air is not only aiming to establish a foothold in the Netherlands but also hopes to further position Oman as a premium destination in the Gulf region. In a roundtable discussion, CEO Con Korfiatis explained the company’s strategic choices and ambitions. What follows is not a standard route opening, but a story of reinvention — of both an airline and a country.
Amsterdam at the top of the list
Oman Air has been flying to European cities like Frankfurt, London, and Paris for years, but the Netherlands had not yet been part of its network. Since KLM stopped flying to Muscat some time ago, there have been no direct connections between the Netherlands and Oman. But that is about to change. “In our evaluation of the route network, we looked at point-to-point potential. Amsterdam stood out — as a destination, as a brand, and as a gateway to new markets,” said Korfiatis. According to him, Amsterdam fits what Omani travelers are looking for: a Western, accessible city with culture, history, and nature nearby. At the same time, the airline is also targeting Dutch tourists who crave something different from the familiar formulas in the region, such as Dubai.
From transit to destination
For years, Oman Air relied largely on transfer passengers traveling to Asia and Africa. “Eighty-five percent of our traffic was transit. But you can’t beat the big players at that game. It was simply the wrong strategy,” Korfiatis admitted candidly. Instead, the airline is now focusing much more strongly on direct travelers to and from Oman. “We’re now at 55% point-to-point, and that is a deliberate choice. We want to put Oman on the map as a final destination.”
That requires more than just a flight. In collaboration with Visit Oman, a comprehensive stopover program was recently launched, allowing travelers to turn their layover into a mini-vacation. The concept, where transit passengers are often offered one or more hotel nights for free, is already familiar from airlines like Etihad and Qatar Airways. Oman Air certainly offers the option to spend a few nights in Oman, but travelers can also choose a day program of just a few hours before continuing their journey. “Instead of waiting a few hours at the airport, you can go snorkeling in Muscat or visit a mountain village,” said Korfiatis.
“We don’t have to build anything”
While neighboring countries like Saudi Arabia are investing billions in futuristic cities and theme parks, Oman is taking a different path. “We are lucky that our natural assets are already there. Mountains, deserts, beaches, islands — and all within a few hours of each other.” That diversity, according to Korfiatis, is Oman’s secret as a destination. “One day you can go diving in the Gulf of Oman, and the next day you can hike at 3,000 meters in the mountains. That’s truly something other countries in the region don’t offer.”
World Class Awards
Oman Air is more than just a means of transportation; it is part of the experience. “Last year we won the APEX World Class Award — top ten worldwide,” Korfiatis said proudly. “Our business class features full-flat seats that are longer than those of most competitors, and in economy, we were recognized for the best seat comfort in the Middle East.”
According to Korfiatis, Oman Air does everything it can to bring Omani hospitality on board: “It’s part of the culture. From a taxi driver to a flight attendant — people want you to feel welcome,” he said. “This translates to our cabin crew, who also won the award for best crew in the Middle East last year.”
However, Oman Air remains a state-owned airline with a legacy of thirty years of loss-making operations. Korfiatis put it bluntly: “Effectively, lovely airline, horrible business.” Since he took office, a large-scale transformation program has been launched, aiming for financial stability by 2026. The first results are already visible, with an operational loss forty percent smaller than the year before. “We are on track, we exceeded our first-year targets, but it takes time. Our shareholder understands that. Growth is great, but it must happen responsibly.”
A route with meaning
The announcement of the Muscat-Amsterdam route was not made at a random moment: it coincided with the state visit of Sultan Haitham bin Tarik to the Netherlands. “There is a clear will to strengthen bilateral ties — economically, diplomatically, and in tourism,” said Korfiatis. “We are happy to contribute to that as an airline.” Oman Air will start with four flights per week. Whether the route will continue into the winter season depends on slot negotiations. But significant investments have been made, and the ambition is clear: “We are here for the long term. This is not an experiment.”
And how does Korfiatis see the future? “Once travelers experience Oman — whether it’s a stopover or a full vacation — they will want to return. Seeing is believing.”