Oman Targets Over Eleven Million Annual Visitors by 2040, Strengthening Tourism Ties with India Through New Strategic Initiatives

Published on September 19, 2025

Oman’s tourism industry is poised for a transformative leap as the Sultanate sets its sights on welcoming 11 million travelers annually by 2040. With a clear vision of diversifying its tourism offerings and attracting a wider range of visitors, Oman has identified India as a critical market to drive this growth. Recent initiatives, such as the ‘Focus Oman 2025’ event held in India, have laid the groundwork for fostering stronger travel trade relations and promoting Oman as an appealing destination for Indian travelers across various segments.

The Ministry of Heritage and Tourism of Oman is strategically focusing on promoting the country’s diversity, positioning it as a year-round destination with a wide range of experiences for every type of traveler. From luxury seekers to adventure enthusiasts and cultural explorers, Oman aims to cater to an expanding global audience. As part of its efforts to reach its tourism targets, the country is emphasizing its unique combination of pristine beaches, rugged mountains, rich cultural heritage, and world-class meeting facilities.

Expanding Oman’s Appeal: A Blend of Luxury, Adventure, and Culture

Historically, Oman has attracted travelers seeking luxury experiences, but the country is now broadening its narrative to highlight the full spectrum of its offerings. As part of this vision, Oman has invested heavily in expanding its tourism infrastructure to accommodate diverse traveler preferences. A key focus is on the adventure tourism segment, which has seen a significant increase in interest from travelers worldwide.

Oman’s natural landscapes provide a perfect canvas for a variety of adventure activities, ranging from soft adventures like hiking and snorkeling to more challenging activities such as mountain trekking and diving. The destination is positioning itself as a hub for adventure tourism, targeting not just younger travelers but also families and older tourists who seek an active yet safe environment.

Another area of focus for Oman is its growing appeal as a destination for weddings and meetings, incentives, conferences, and exhibitions (MICE). As an emerging choice for destination weddings, Oman offers an exceptional blend of infrastructure, luxury accommodations, and picturesque venues for couples seeking a unique experience. The country’s rich cultural offerings, including traditional cuisine, historic architecture, and ancient forts, also add to the allure for event organizers.

Focus Oman 2025: A Strategic Push in the Indian Market

Oman’s recent ‘Focus Oman 2025’ event in Jaipur was a prime example of its strategic push to strengthen ties with the Indian travel trade. This four-day business-to-business (B2B) showcase brought together a variety of Omani tourism exhibitors, including luxury hotels, destination management companies (DMCs), and attraction providers. The event provided Indian travel agents, wedding planners, and MICE operators with the opportunity to engage directly with Omani partners and explore new business opportunities.

India has long been a significant source of tourists for Oman, and the country’s tourism authorities are eager to expand this relationship. With a population of over 1.4 billion, India represents a massive and diverse market for Oman’s tourism sector. However, engaging this market requires a deep understanding of the evolving preferences of Indian travelers. Through events like Focus Oman, Oman is working to not only strengthen its relationships with established Indian travel operators but also attract new players who can help push the destination further into the spotlight.

The Focus Oman initiative is structured to maximize engagement between Omani exhibitors and Indian travel agents. In contrast to traditional trade shows, where large groups often struggle to establish meaningful connections, Focus Oman allowed each exhibitor to meet with each agent individually for short, focused meetings. This format ensured that each interaction was purposeful, with several agreements being signed on the spot.

Growth Projections and Strategic Focus Areas

Looking ahead, Oman is targeting substantial growth in its tourism sector. In 2023, the country welcomed nearly 4 million visitors, a sharp increase from 3.2 million in pre-pandemic years. While 2024 saw a slight dip due to regional instability, Oman remains on track to meet its ambitious goal of 11 million visitors annually by 2040.

Central to achieving this target is the Indian market, which consistently remains the top source of international visitors. Oman’s tourism authorities are actively working to increase their share of the Indian outbound market, and they recognize the importance of both traditional and emerging tourism segments. Adventure tourism, weddings, MICE, and cultural heritage are all part of a multi-pronged strategy aimed at attracting a diverse range of Indian travelers.

As Oman’s tourism sector continues to grow, the country’s unique geographic location provides it with a natural advantage. Positioned at the crossroads of Africa, Asia, and Europe, Oman is well-suited to serve as a convenient and accessible destination for travelers from around the world. This geographic advantage, combined with the country’s rich cultural history and modern infrastructure, makes Oman an attractive option for both regional and international tourists.

Sustainable Tourism and Local Community Involvement

Sustainability is at the heart of Oman’s tourism strategy. The government’s focus on sustainable tourism is evident in its efforts to preserve natural resources and promote responsible travel practices. This includes ensuring that tourism development does not negatively impact the environment and that local communities benefit from tourism-related economic activities.

Oman has more than 1,000 castles and forts spread across the country, and many of these heritage sites are open to visitors. The preservation of these sites is a critical part of Oman’s strategy to offer authentic cultural experiences that also support the local economy. The use of local service providers is emphasized, ensuring that the economic benefits of tourism are shared with Omani citizens and communities.

In addition to heritage tourism, Oman is also exploring unique accommodation options, such as traditional Omani houses that have been renovated and licensed by the Ministry of Heritage and Tourism. These provide visitors with the opportunity to stay in culturally rich settings while also contributing to the preservation of Oman’s heritage.

Overcoming Challenges and Seizing Opportunities

While Oman’s tourism sector is on an upward trajectory, it faces challenges typical of a growing tourism industry. The most significant challenge is the sheer scale of India as a market. With a vast and diverse population, reaching every segment of Indian travelers is no easy task. Oman’s tourism authorities are addressing this challenge by gradually expanding their outreach efforts, covering a growing number of Indian cities and regions.

The COVID-19 pandemic posed additional challenges, but it also highlighted a shift in global travel patterns. The pandemic changed the way people travel, with many travelers seeking nature-based experiences and longer stays. Oman, with its scenic landscapes, outdoor adventure activities, and rich cultural experiences, is well-positioned to cater to this new demand.

In response to these evolving preferences, Oman is tailoring its marketing campaigns and tourism offerings to emphasize nature-based and adventure experiences. The country is also working to create a digital presence that engages younger, tech-savvy travelers, particularly through influencer marketing and online campaigns targeting Indian audiences.

The Path Forward: Oman’s Vision for 2040

Looking ahead, Oman’s tourism strategy is centered on building long-term, sustainable growth. While ambitious targets such as welcoming 11 million travelers annually by 2040 are important, Oman’s tourism authorities are taking a patient and methodical approach. By focusing on sustainable practices, strengthening relationships with key markets like India, and offering diverse, high-quality experiences, Oman is positioning itself for success in the competitive global tourism market.

The Indian market remains central to Oman’s growth strategy, and initiatives like Focus Oman will continue to play a key role in promoting the country as a top travel destination. With its diverse offerings, rich cultural heritage, and commitment to sustainability, Oman is poised to become one of the leading tourism destinations in the region and globally.

As Oman moves towards its 2040 target, the country’s tourism sector will continue to evolve and adapt to changing trends and traveler preferences. With a strong foundation in place, Oman is well on its way to welcoming millions of new visitors each year, strengthening its position as a must-visit destination in the Middle East and beyond.