Oman Launches a Dynamic Winter Tourism Drive, Expanding Global Visibility and Attracting New Travellers for the 2025–2026 Season

Published on December 7, 2025

Oman is preparing for a landmark winter tourism season as the Ministry of Heritage and Tourism launches an upgraded promotional drive designed to elevate the Sultanate’s global visibility and attract a wider spectrum of travellers. With visitor numbers climbing and new markets showing strong interest, the country is positioning itself as one of the region’s most appealing destinations for winter escapes.

The new strategy centres on Oman’s defining strength—its winter climate. While large parts of the world face freezing temperatures, Oman offers a calm, sunlit season ideal for outdoor exploration. The Ministry’s campaign emphasises this climate advantage, paired with the country’s rich blend of natural spaces, cultural depth, and adventure-based activities. Travellers can experience stargazing in vast desert landscapes, hiking trails through rugged mountain ranges, guided cave explorations, wildlife viewing, serene beaches, and an expanding calendar of cultural festivals that bring Oman’s heritage to life across all governorates.

To amplify its reach, the Ministry is rolling out an integrated digital campaign targeting high-potential markets in the GCC, Asia, and Europe. Visual storytelling, short-format videos, and creative content produced with the support of local SMEs form the backbone of the strategy. These collaborations bring local voices into the promotional process and reflect Oman’s commitment to building a tourism identity that feels authentic and community-driven. The seasonal slogan encourages travellers to reimagine winter by choosing the Sultanate as their preferred warm-weather escape.

Oman is also strengthening its presence on the international stage by participating in global tourism exhibitions and trade events. Through coordinated efforts with public institutions and private tourism operators, the country is building strong bridges with tour agencies, travel networks, and media groups. Complementing this outreach are familiarization trips that allow international travel professionals to explore Oman’s landscapes, infrastructure, and tourism services firsthand. These initiatives support the long-term goals of the National Strategy for Tourism 2040, which aims to attract new audiences, diversify tourism experiences, and boost economic returns sustainably.

The upcoming winter season will also see expanded cruise tourism activity, including the arrival of a new vessel docking at Salalah for the first time. This milestone reflects the growing importance of maritime tourism in Oman’s broader visitor economy and creates fresh opportunities for regional and international travellers to discover the country’s southern coast.

Early data from 2025 reveals strong momentum across several international markets. Visitor arrivals from Russia surged dramatically, and European markets such as Switzerland and the Netherlands recorded significant gains. Southern Europe, the Gulf states, and parts of Asia also posted upward trends, while emerging markets—particularly in the Nordic region and Central Europe—showed promising double-digit growth. This diversification marks a key shift as Oman successfully attracts travellers from a wider geographic range.

Charter flights remain one of the strongest drivers of winter tourism growth. The previous season saw a substantial increase in charter arrivals, and projections for the current season suggest even stronger performance. With hundreds of flights expected to land throughout the winter months, the economic return is forecast to exceed US$100 million, building on last season’s impressive tourism revenue from accommodation, transport, and guided experiences.

Oman’s hospitality sector is already reflecting this heightened demand. Beachfront resorts, mountain lodges, desert retreats, and city hotels are reporting strong interest from Europe, the GCC, and beyond. Many properties have noted a rise in group travel, corporate incentives, and international tour packages, adding momentum to an already busy season. Winter’s pleasant climate continues to draw travellers who seek authenticity, outdoor adventure, and quieter alternatives to crowded destinations.

As the 2025–2026 winter season unfolds, the Ministry of Heritage and Tourism is intensifying its collaboration with private-sector innovators, regional partners, and global travel networks. Ongoing content creation, expanded partnerships, and new experience-driven offerings are helping the Sultanate strengthen its position in the global tourism landscape.

With its unique combination of climate, culture, and natural beauty, Oman is emerging as a compelling winter destination that offers travellers meaningful experiences grounded in Arabian heritage and breathtaking landscapes.