Oman Targets Global Markets With Winter Tourism Campaign, Leveraging Charter Flights And Diverse Offerings

Published on December 7, 2025

The Ministry of Heritage and Tourism has formally announced a comprehensive suite of promotional initiatives, the purpose of which is the significant enhancement of Oman’s position as a distinguished and premier tourism destination within the region throughout the 2025-2026 winter season. This carefully articulated set of plans is being rolled out at a time when a steady and encouraging influx of visitors continues to be observed across the Sultanate. A determined effort is being made to effectively position the country as the definitive winter tourism location, an objective that is being achieved through the focused highlighting of its moderate winter climate, its naturally diverse tourism offerings, its wealth of adventure sites, its rich and profound cultural heritage, and its continuously well-developed supporting infrastructure.

The strategic importance of these initiatives is further magnified by their direct alignment with the objectives laid out in the National Strategy for Tourism 2040. Under this guiding framework, the ultimate goal of sustainable sector growth is pursued, a substantial increase in the tourism sector’s economic contribution to the national GDP is being targeted, and a greater level of global visibility for the Sultanate of Oman is being secured. The fundamental stability and long-term viability of the tourism ecosystem are being prioritized, ensuring that growth is not only robust but also environmentally and culturally responsible.

A Strategic Vision for Global Positioning

The overall tourism framework within the Sultanate is designed to be highly appealing to both regional and international travellers seeking high-quality experiences during the cooler months. The period between October and April is universally understood to represent a golden opportunity for tourism growth, a fact that is being leveraged fully in the promotion of the new season. The favourable climate enjoyed by Oman during this time is being used as a primary draw, attracting visitors who seek to escape the colder temperatures prevalent in northern latitudes or the intense heat experienced elsewhere in the region.

Comprehensive Promotional Initiatives and Market Reach

A meticulous segmentation of the global market has been undertaken, resulting in digital campaigns that are being specifically executed to target key source markets. These markets primarily include countries within the Gulf Cooperation Council (GCC), various nations across Asia, and established travel hubs throughout Europe. In parallel with these digital efforts, the physical presence of the Sultanate is being maintained through active participation in a range of international tourism exhibitions. This is being undertaken in close cooperation with both government bodies and private sector partners, ensuring that a cohesive national brand is presented on the world stage.

Showcasing the Sultanate’s Diverse Offerings

The specific array of activities being highlighted in the campaign is exceptionally broad, designed to appeal to travellers with varied interests in adventure, culture, and relaxation. The rugged and unique topography of the country allows for exhilarating experiences such as desert and mountain camping, providing visitors with immersion in breathtaking natural environments. Opportunities are also being promoted for specialized activities such as cave exploration, which delves into the Sultanate’s geological wonders. For nature enthusiasts, wildlife viewing and pristine beach trips are being heavily featured. The schedule is being further enriched by an extensive calendar of cultural and seasonal events that are being activated across all governorates, ensuring that local traditions and contemporary arts are made accessible to international guests.

Quantifiable Success and Future Economic Projections

The strategic efforts undertaken by the Ministry of Heritage and Tourism have already yielded encouraging and quantifiable results, evidenced by the significant growth in tourist arrivals observed from key international markets up to October 2025. A truly remarkable 140% increase in arrivals was recorded from the Russian market. Substantial growth was also witnessed from key European nations, with arrivals from Switzerland and the Netherlands surging by between 49% and 60%. Furthermore, an increase of 21% was successfully recorded in tourist numbers originating from Spain. Growth was consistently seen across other segments, with Gulf countries contributing an increase of between 6% and 17%, and certain Asian markets registering a growth rate of 5%. The strategic opening up of new markets has also proved fruitful, with the Nordic countries, Poland, and Austria collectively contributing an additional rise of between 11% and 25% to the total tourist numbers.

Industry Confidence and Enhanced Visitor Experience

The perspective of the private sector remains unequivocally positive, confirming the importance of the winter period. Varun Khimji Ramdas, a prominent figure in the Khimji Ramdas Group, stated that the winter season, which typically spans from October to April, is viewed as a definitive golden opportunity for the tourism industry. This period is understood to actively contribute to the local economy through various mechanisms, including increased hotel occupancy, heightened demand for transport and restaurant services, and the crucial activation of both cultural and sports events across the diverse governorates. The collective commitment of industry stakeholders to maximizing this seasonal opportunity is clearly evident.

The winter period is described by industry leaders, such as Mohammed Kamal Makki, as a special period that is primarily driven by strong regional and international demand, particularly emanating from Europe, the UK, and Russia. He further noted that the favorable winter climate, the sheer variety of natural landscapes, the availability of specialized marine adventures, and the authentic Arabian hospitality offered are the core components that continue to attract discerning travellers.