Oman Expands Its Global Tourism Reach With A Dedicated Promotional Campaign In France, Belgium, And Switzerland Aimed At Culturally Curious European Travelers

Published on July 4, 2025

Oman is strengthening its global tourism strategy by launching a targeted promotional campaign across France, Belgium, and Switzerland, aiming to captivate culturally curious European travelers with its rich heritage, stunning natural beauty, and renowned hospitality. This strategic outreach marks a major step in Oman’s mission to diversify its visitor base, attract high-value tourists from key European markets, and position the Sultanate as a premium destination for experiential and sustainable travel.

Oman’s Ministry of Heritage and Tourism has unveiled a bold new initiative to strengthen its position on the global tourism map by directly targeting travelers from French-speaking Europe. The campaign is specifically geared toward France, Belgium, and Switzerland—three high-potential markets with strong outbound travel trends and a growing interest in authentic, culturally immersive destinations.

This fresh promotional initiative is a key component of Oman’s broader global tourism strategy, aimed at expanding its visitor base, elevating its presence across the European market, and positioning the Sultanate as a premier destination where timeless cultural heritage meets stunning natural beauty and exceptional hospitality.

A Clear Focus on Oman’s Unique Strengths

The campaign puts a spotlight on Oman’s most compelling travel assets—its deep-rooted cultural heritage, breathtaking landscapes, and strong reputation for safety and genuine hospitality. It aims to spark renewed interest among European travelers seeking destinations that offer a perfect blend of adventure, authenticity, and peaceful escape.

Oman’s landscapes range from the soaring Hajar Mountains to the tranquil shores of the Arabian Sea, and from golden desert dunes to lush green valleys in Salalah. The country’s blend of natural diversity and cultural depth positions it as a compelling alternative for travelers who are growing weary of over-touristed destinations.

The campaign seeks to highlight these unique characteristics through a coordinated mix of traditional and digital marketing, backed by an extensive public relations push. The Ministry has partnered with a leading French media relations agency to drive this effort forward, ensuring that the message reaches travel companies, tour operators, and consumers across France, Belgium, and Switzerland.

Strategic Engagement With Key European Markets

France, Belgium, and Switzerland have been identified as priority source markets due to their established travel culture, high per capita income, and strong demand for luxury and heritage-focused experiences. Each of these countries sends a large number of travelers abroad annually, and Oman sees an opportunity to capture a growing share of that audience by presenting itself as a safe, authentic, and rewarding destination.

The Ministry aims to work closely with local tour operators and travel agencies in these countries to ensure Oman is featured prominently in travel packages, marketing materials, and sales promotions. This hands-on approach is expected to yield stronger, longer-lasting relationships between Oman and European industry stakeholders.

Alongside showcasing Oman’s stunning landscapes and rich heritage, the campaign highlights the wide variety of experiences awaiting travelers—ranging from rugged mountain treks and thrilling desert adventures to serene beach escapes, immersive cultural journeys, and vibrant souq discoveries. The overall message portrays Oman not as a one-time getaway, but as a destination travelers will want to revisit, each time uncovering a new side of its diverse appeal.

Building on a Global Tourism Strategy

Oman’s new campaign targeting French-speaking Europe builds on a sweeping global marketing effort that kicked off in March 2025. That earlier push featured striking visuals displayed across major European cities, with promotional content showcased on buses, taxis, trains, and transit hubs. The Sultanate’s tourism imagery also appeared prominently in shopping malls and aired across popular television networks, capturing the attention of millions of potential travelers throughout the continent.

These visual promotions were backed by powerful storytelling crafted to resonate with travelers in search of deeper, more meaningful journeys. Rather than spotlighting only luxury resorts or coastal escapes, Oman centered its narrative on cultural immersion, genuine Arabian hospitality, and the peaceful charm of its untouched natural surroundings.

This wider initiative represented a major leap in Oman’s evolving tourism strategy, marking a clear transition from a primarily regional focus to a robust international outreach. Driven by data insights, strategic collaborations, and a bold ambition to stand alongside the world’s top travel destinations, the campaign reflects Oman’s commitment to becoming a serious contender on the global tourism stage.

Expanding Oman’s International Reach

Looking ahead, the Ministry plans to open new international tourism representative offices in key growth markets, including China, Russia, Spain, Southeast Asia, and Latin America. These expansions are designed to further strengthen Oman’s ability to attract a broader and more diverse tourist base. They also reflect a commitment to long-term engagement in regions that offer strong potential for future inbound growth.

The Ministry has also aligned with more than 50 global media outlets to roll out a coordinated multimedia campaign that presents Oman as a leading tourism destination. These campaigns are running across a variety of platforms—television, digital, print, and social media—to maximize reach and reinforce the country’s branding across all traveler touchpoints.

By weaving together high-impact visuals, immersive storytelling, and strategic market engagement, Oman is working to create a sustained presence in travelers’ minds—not just as a holiday spot, but as a destination rich in soul, tradition, and adventure.

A Long-Term Vision for Sustainable Growth

All these initiatives underscore Oman’s commitment to sustainable tourism growth. The country is not looking for short-term visitor spikes, but rather aiming to build a strong, steady flow of culturally aware, high-value travelers who align with Oman’s vision of responsible tourism. This includes preserving its natural resources, respecting its cultural traditions, and investing in local communities.

France has consistently ranked among the leading European countries sending tourists to Oman, and officials anticipate that the latest promotional efforts will significantly elevate those figures. By sharpening its focus, enhancing its messaging, and forging strategic alliances, Oman aims to reestablish its image among European travelers—not simply as a holiday destination, but as a place where every visit becomes a memorable and meaningful experience.

Oman has launched a focused tourism campaign in France, Belgium, and Switzerland to attract culturally curious European travelers, aiming to boost its global visibility and position the country as a premium destination rooted in heritage and hospitality.

As international tourism becomes increasingly competitive, Oman’s success will hinge on its power to stand apart by offering genuine cultural experiences, heartfelt hospitality, and deeply immersive journeys. This latest campaign marks a bold stride toward that goal, underlining the Sultanate’s commitment to inviting the world to explore its beauty through a lens that is distinctly its own.