In 2016, following an immersion among Mongolia’s nomads to document their daily lives, German-born Max Muench developed a deep affection for the country and its people. However, he quickly recognized the considerable challenges travelers faced in exploring Mongolia due to its vastness and lack of infrastructure.
Over subsequent years, Muench identified two primary approaches to exploring Mongolia: either solo, with a high risk of getting lost, or with a guide/group, neither of which is ideal. As his network and understanding of the country expanded, he conceived a solution: a digital guide in the form of a tablet app, enabling travelers to navigate Mongolia independently, satisfying their wanderlust without fear of losing their way. This solution eventually evolved into Follow the Tracks.
Follow the Tracks offers a straightforward concept: immersive 4x4 off-road adventure tours facilitated by a digital guide on a tablet. This tool not only ensures seamless navigation but also provides insightful information about the journey’s destinations, directs travelers to camp spots, and connects them to local activities and guides where necessary for safety reasons, such as canyoning or desert crossing. Essential safety details about the car, the journey, and the country are also readily available, with on-location teams available for emergencies.
Muench is now extending the concept and technology of Follow the Tracks to Oman.
“Oman holds a special place in my heart; it feels like home. Despite having traveled to 90 countries, the unique blend of Omani hospitality and the country’s natural beauty has ignited a passion within me. I’m compelled to share the wonders of Oman, to invite my friends, and to witness them fall under the Sultanate’s spell just as I have,” he shared.
He added, “In Oman, I’ve forged deep friendships in record time and created cherished memories, whether it’s marveling at fluorescent algae near the Sugar Dunes or being spontaneously welcomed by a local Omani to meet his extensive family in the middle of nowhere. Oman truly stands apart, offering experiences that are one-of-a-kind. I eagerly anticipate uncovering more of what this remarkable place has in store for me.”
Oman Daily Observer reached out to Muench via email to gain a clearer understanding of his endeavors and why this concept is beneficial for Oman’s tourism industry.
Q&A with Max Muench
Can you tell us more about yourself?
Born in Germany in 1992, my original journey in music led me to become a concert pianist in my early years and later to pursue music production studies in Berlin. Alongside, my passion for capturing moments through photography has been constant. Over the past decade, I’ve proudly worked as a content creator and brand ambassador for industry titans like Samsung and American Express. Amidst these ventures, I’ve taken the reins to establish my own production and management agency and co-founded a travel agency specializing in self-drive tours to off-the-beaten-path destinations. Working with global brands like Netflix, Adobe, or Mercedes-Benz, as well as governmental entities worldwide, and advising them on social media marketing has become a significant part of my daily business. In addition to my professional pursuits, I find solace in nature, whether embarking on photography expeditions or simply cuddling with dogs. It’s where I discover inspiration and balance.
How do you select the countries that become part of Follow the Tracks?
The essence lies within the name: followthetracks. My quest is to uncover destinations off the beaten path that still evoke that sought-after sensation: freedom. Mongolia, our place of origin, serves as the benchmark against which I measure all future locales. Its ethereal landscapes, rich cultural heritage, boundless hospitality, and the absence of paved roads render Mongolia the quintessential playground for adventurous journeys. Here, there are no roads, only tracks to trace—a fact that inspired our name and our program. Leaving the road conditions aside, can you see how Oman starts to fit the concept?
Focusing on Oman, can you tell us more about how Follow the Tracks Oman came into being and where it stands today?
Upon arriving in Oman, I experienced a sensation akin to what I had previously felt only in Mongolia: a sense of belonging. The warmth and hospitality of the Omani people, coupled with the diverse and awe-inspiring landscapes and profound cultural heritage, enveloped me with a feeling of comfort. It was inevitable that Followthetracks would find a home here. The Sultanate remains a hidden gem, untouched by the masses yet emerging as a trending destination. We’ve recently launched our tours as a pop-up concept here in Oman, but my vision extends far beyond these excursions. With a decade of experience as a content creator and brand consultant, I’ve accumulated valuable insights into collaborating with brands and governmental bodies. In Mongolia, I’ve forged close partnerships with the government and related entities to drive tourism initiatives nationwide. Together, we’ve orchestrated various marketing campaigns, spearheaded a substantial marketing conference in Mongolia, and witnessed the country’s ascent in the tourism industry. I firmly believe that by aligning our efforts toward a common objective—enticing more travelers to visit Oman—we can achieve far greater outcomes than if each entity solely promoted its own tours or companies. Thus, I’ve embarked on a mission to promote Oman as a premier destination far beyond social media, collaborating with the Oman Ministry of Heritage and Tourism and contributing my perspective and photography and videography work to events like the ITB in Berlin. I’m full of ideas and hope to attract more amazing partners for this task.
Can you break down the services that Follow the Tracks offers and why this experience is different from those offered by commercial travel agencies?
What sets us apart is the flexibility we offer. Travelers can tailor their experience, adding or omitting places as desired or selecting an alternative campsite. We empower individuals to explore independently without the need for detailed trip planning. Upon arriving in Oman, adventurers receive an equipped 4x4 with a rooftop tent and camp kitchen. With the app as their guide, the adventure begins effortlessly. Hotel stays and activities like canyoning or snorkeling, included every few days, enhance the journey. This style of travel fosters direct connections with locals, which, in my view, epitomizes the essence of Oman, complementing its stunning landscapes.
Could you elaborate on the technology-guided applications and custom itineraries provided to customers? How do these enhance the overall experience?
Our app, aptly named the Digital Guide, empowers travelers to effortlessly select a route during the booking process and embark on their adventure seamlessly. Many of our clients live busy lives and find themselves unsure of where to begin when planning an adventure tour. They value flexibility and freedom but are not keen on joining a guided tour or another group. We offer the ideal blend: a hybrid between a guided tour and an adventure with friends, minus the presence of an actual guide.
Upon arrival at the airport, travelers receive an introduction to their 4x4 vehicle and the gear provided.
From that moment on, they can commence their tour independently, alongside friends. The technology driving our app offers two significant advantages: reliability and comprehensive information, along with inspiring photography and clear guidance throughout the journey. Interestingly, it also encourages stronger connections with locals compared to traditional guided tours.
Our travelers often find themselves invited to dinners or welcomed into local families’ homes, thanks to being perceived as independent tourists. Omani hospitality stands out globally, and solo travel allows our travelers to deeply immerse themselves in the country’s culture. For me, this epitomizes the Sultanate’s greatest beauty: its wonderful people.
How does your company ensure the safety and reliability of the vehicles, especially in challenging terrain and remote locations?
In every country we operate, we establish partnerships with local tour operators or destination management companies (DMCs) to ensure top-notch service on the ground—from welcoming travelers at the airport to providing vehicles, additional gear, and round-the-clock support in case of emergencies.
Our goal is to collaborate with as many local companies and individuals as possible. In addition to the invaluable assistance from our local partners, travelers have access to a wealth of practical information on their tablets. Many travelers may be unfamiliar with driving in desert environments or navigating off-road terrain, such as the Hajar mountains.
To address this, we’ve created instructional videos covering topics like off-road driving techniques and tire changes. For instance, there are tutorials on setting up rooftop tents for those who may need a refresher, and even guidance on river crossings, particularly relevant for journeys in Mongolia. Safety always takes precedence, especially in Oman’s diverse landscapes. We maintain daily communication with our travelers to ensure their well-being, providing updates on Wadi conditions and offering alternative routes in the event of heavy rains or other emergencies.
Looking ahead, what are your plans for expanding your services to new destinations or enhancing existing offerings to better serve your customers?
To be honest, discovering the next Mongolia or Oman will be a challenge. Each place boasts its own unique charm and history, and while the bar is set high, Followthetracks is committed to expanding to more destinations in the future.
Mongolia’s camping season is brief, typically spanning from May to September, give or take a few weeks. Conversely, Oman’s peak season in the north extends from October to April, allowing us to generate income year-round. Currently, we offer only a northern route in Oman. However, I’m confident that many of our future clients would relish exploring the Dhofar region. So, get ready—Salalah is up next!
This program actually helps a lot in marketing the tourism of Oman. What kind of support do you need in particular to enhance the experience?
As mentioned earlier, my involvement in Oman transcends the traditional focus on selling tours; it represents a novel approach to promoting the destination as a whole.
The Sultanate, a genuine hidden gem, grapples with positioning itself within the tourism industry, contending with the challenge of destination perception despite being a bastion of peace and safety in a region often plagued by conflict and stereotypes.
I advocate for collaboration and mutual support among all stakeholders in Oman, urging unified communication to amplify the nation’s voice. Drawing upon my modest expertise and network within the tourism sector, I aspire to offer guidance and insights to the government, fostering a fresh perspective and innovative ideas to elevate Oman’s visibility. In turn, this collective effort would benefit travel companies like Followthetracks by attracting more customers while simultaneously placing Oman firmly on the global map.
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