Chief Executive Officer

Visionary Omani Executive | Sustainable Tourism Strategist | Cultural Development Leader
Oman | Internationally Experienced

At the heart of Dhofar Tourism SAOG is the leadership of Najla bint Yousuf bin Alawi Al Ibrahim, a visionary Omani executive reshaping the future of tourism through bold innovation, cultural integrity, and sustainable development.

As Chief Executive Officer, Najla brings over two decades of experience in creative industries, investment strategy, and cultural policy. Her leadership is grounded in the belief that tourism is more than an economic sector, it is a force for peace, understanding, and shared prosperity. Under her direction, Dhofar Tourism is becoming a national model of ethical growth, delivering financial strength, operational transformation, and cultural value.

Najla is currently leading Mirbature, a pioneering destination development and investment incubator designed to position Dhofar as a regional hub for sustainable innovation. The first phase of this landmark project is set to launch by the end of 2025. She is also driving the development of The Dhofar Dome, a groundbreaking cultural complex that fuses heritage with technology, research, and immersive experience to elevate Oman’s cultural and tourism landscape.

As part of her mission to demonstrate that heritage is the seed of sustainable investment, Najla founded and chairs the Dhofar Arabian Horse Beauty Championship, a cultural milestone that revives history, celebrates the grace of Arabian horses, and generates tourism and long-term economic impact. Through this initiative, she champions the integration of tradition into a forward-thinking national strategy.

Najla anchors every development on best international practices and standards, ensuring that Dhofar Tourism’s initiatives are globally competitive and future-ready. She believes deeply in growing through strategic international collaboration, recognizing that lasting value is created through partnerships built on shared vision, innovation, and cultural respect.

Holding an MFA in Art Curating and Museum Management from the University of Newcastle upon Tyne and a BA in Art History & Design from George Washington University, Najla has long positioned Oman’s cultural voice on the global stage. Her previous leadership roles include Deputy Chairperson of Dhofar Tourism, Executive Creative Director at Dolphin International LLC, and Founder of Design House LLC.

A founding member of the Dar Al Atta’ Association, Najla is also an artist, cultural advocate, and mentor to emerging leaders. Her leadership style is proactive, inclusive, and deeply purpose-driven.

“Don’t wait. Create!”

This philosophy defines Najla’s approach and the transformational journey of Dhofar Tourism SAOG.