The Northern Emirates of the UAE are graced with rugged mountains, world heritage sites, abundant marine life and clean beaches on the Sea of Oman, Indian Ocean. These tourist resources are untapped potential for this rural Emirate of the UAE . Relatively unknown and rarely visited, these assets present a new economic development opportunity. Crane Associates, with a team of consulting experts, collaborated on a Tourism Master Plan for this region. We created a Tourism Cluster of related business and supporting industries and developing strategies to produce sustainable jobs and increase local employment. Strategies included nurturing new tourism entrepreneurs through business education; creating a hospitality training center; and designing new tours, activities and destinations.