Oman’s Strategic Push for Tourism Growth Targets GCC, Asian and European Markets, Get the Details Here

Published on December 6, 2025

Musqat, Oman – Before the upcoming Winter 2025/2026, the Ministry of Heritage and Tourism (MHT) has begun implementing a number of new developments to make Oman stand out as a wonderful place to visit. Attracting new tourist to Oman will be focusing on the great weather, the adventure tourism, the culture of Oman, and the growing interest Oman is receiving.

Targeting Key Global Markets

Oman’s tourism strategy for the 2025/2026 winter season is centered around a robust digital marketing campaign designed to attract tourists from the Gulf Cooperation Council (GCC) region, Asia, and Europe. The country’s moderate winter climate, coupled with a vast array of activities from desert camping to coastal experiences, makes it an ideal destination for both adventure enthusiasts and those seeking cultural enrichment.

The Ministry’s marketing efforts are not just limited to digital platforms but also extend to offline media, including local radio stations, interactive competitions, and digital displays. By utilizing both traditional and innovative marketing techniques, the “Experience Our Winter” campaign is set to reach a wide audience and entice tourists with the prospect of exploring Oman’s hidden gems.

Winter Tourism Experiences: Diverse Offerings for Every Traveler

Oman offers an array of winter activities that make it stand out as a winter tourism destination. From adventurous desert and mountain camping to exploring Oman’s many caves and trekking through rugged terrains, the country promises an unforgettable experience. For those who prefer a more serene experience, Oman’s stunning coastlines offer idyllic spots for a relaxing winter retreat.

The winter season also highlights Oman’s commitment to sustainable tourism, with a strong emphasis on preserving local traditions while offering modern amenities. The diversity of activities available ensures that every type of traveler, whether they seek adrenaline-pumping experiences or tranquil getaways, will find something to enjoy.

Cultural and Heritage Tourism at Its Finest

In addition to outdoor activities, Oman’s rich cultural and heritage experiences are a key component of the winter tourism campaign. The country’s history, woven with influences from various civilizations, is reflected in its ancient forts, castles, and vibrant souks. Visitors can immerse themselves in Oman’s history through guided tours, cultural exhibitions, and heritage festivals, further enhancing the appeal of the country as a top-tier cultural destination.

The Ministry of Heritage and Tourism’s focus on cultural tourism plays a crucial role in attracting visitors who are keen to learn about Oman’s rich traditions, art, and music. Oman’s warm hospitality and unique blend of modernity and tradition also ensure that visitors are not just tourists, but guests experiencing the heart of Omani culture.

High-Profile Events and Festivals Boost Tourist Engagement

As part of its efforts to draw attention to Oman’s winter tourism, the Ministry has taken an active role in organizing several high-profile events and festivals. Among the most notable are the winter festivals in Muscat and Al Dakhiliyah, which draw both local and international visitors. These festivals provide opportunities to experience Oman’s culture through art, music, and traditional performances.

Major events such as the Muscat Marathon, the Tour of Oman, and the Ironman competition bring thousands of visitors to the country, significantly contributing to the local economy. The Bashayer Camel Festival, an iconic Omani event, has also become a major attraction for tourists interested in traditional sports and camel racing.

Cruise Tourism: A Rising Trend for Oman

A notable development this winter season is the arrival of the “Islamic Cruise” ship to Salalah, signaling Oman’s growing presence as a key destination for cruise tourism. This marks a significant milestone in Oman’s strategy to boost its cruise tourism sector, with the government coordinating efforts to enhance cruise ship and yacht infrastructure. The increasing number of international cruise lines and yachts visiting Oman demonstrates a rising global interest in the country as a maritime destination.

With improvements in infrastructure and services, Oman is poised to attract more cruise tourists in the coming years. This expansion provides substantial economic opportunities for the local hospitality and tourism sectors, as tourists arriving by sea often contribute to a surge in demand for hotels, transportation, and other services.

Tourist Growth and Economic Impact: A Positive Outlook

The results of Oman’s tourism strategy are already evident, with marked increases in international tourist arrivals. By October 2025, Oman had witnessed significant growth in visitor numbers from key European markets. The Russian market, in particular, surged by 140%, while Switzerland, the Netherlands, and Spain recorded increases of 49 to 60 percent. The Gulf markets also saw growth, ranging from 6 to 17 percent, indicating that the regional market remains a vital source of visitors.

Asian markets have also shown promising growth, with a 5% increase in visitors, while efforts to penetrate new markets like the Nordic countries, Poland, and Austria have yielded tourist growth of 11 to 25 percent. This diverse growth across various regions reflects the global appeal of Oman as a destination.

A particularly strong driver of growth has been charter flights, which have brought in 93,000 tourists, marking a 26% increase compared to the previous season. With projections estimating that over 640 charter flights will operate this winter season, bringing in 110,000 tourists, the economic returns for Oman’s tourism sector are expected to exceed US$100 million.

Boosting Local Economy and Opportunities for SMEs

The surge in tourism has had a significant impact on Oman’s local economy. With the influx of tourists, Oman’s tourism-related sectors, including accommodation, transportation, and hospitality services, have experienced a notable rise in revenue. During the current season, the tourism sector has generated approximately US$80 million from accommodation, transportation, and other tourism-related activities, excluding additional revenues from flight-related services such as landing, docking, and refueling fees.

Local small and medium enterprises (SMEs) have benefited greatly from the increase in tourist numbers. Many local businesses, from tour operators to food vendors, have seen significant growth, while temporary job opportunities have emerged, providing employment for thousands of Omani citizens. The government’s focus on supporting SMEs and productive families has fostered an inclusive growth model that benefits all sectors of society.

Long-Term Outlook: Building Sustainable Growth

The extension of Oman’s tourism sector particularly developing in winter tourism, offers Oman positive new durable prospects during the winter months. With the continual so enhancement of the country’s infrastructure, Oman is poised to be a world tourism target: the worldomatic will a for tourists from all parts of the world. But for the Oman tourism to grow in a s sustainable manner, the Oman will need to stay focused on the high value service, new precious won experiences, and the retention and contractions of the authentic character of Oman.

As tourism interest in other parts of the world particularly the Middle East continues to grow, Oman is expected to for local population, small and medium e enterprises (SMEs) and tourism sector’s Oman growing. With investing more expected to remain on sustainable tourism, Oman is expected to remain on the world tourism map for continue fostering sustainable tourism.