Russia Joins United Kingdom, Switzerland, Malaysia, Italy And More Driving An Impressive Seven Percent Increase In International Tourism To Oman With Strong Growth In European And Gulf Markets

Published on November 30, 2025

International tourism to Oman has grown by 7% between September 2024 and August 2025, driven by increased interest from key markets like Russia, the United Kingdom, Switzerland, Malaysia, and Italy. This surge is a result of Oman’s successful promotion of its luxury offerings and rich cultural heritage, positioning the country as an attractive alternative to traditional European destinations. The significant rise in international travel capacity reflects strong global demand, making Oman a key player in the regional tourism sector.

International tourism to the Sultanate of Oman has seen a significant rise, with a 7% increase in arrivals between September 2024 and August 2025, according to a report from ForwardKeys, a leading global travel and tourism analytics firm. The data paints a positive picture for Oman’s tourism industry, which is becoming an increasingly attractive destination for international travelers.

A key highlight from the report is the notable surge in global searches for trips to Oman. From September to November 2025, global search activity for Oman jumped by an impressive 43%. This spike signals strong demand and growing interest in the country’s tourism offerings, which range from its rich cultural heritage to its emerging luxury tourism sector.

The data also points to a substantial growth in international air travel capacity to Oman for the period spanning September 2025 to February 2026. Several major markets are expected to contribute to this growth, including Italy, the United Kingdom, Russia, Switzerland, and Malaysia. Specifically, air travel capacity from Italy is projected to increase by 31%, while the UK will see a 24% rise. Russia stands out with a massive 253% increase, reflecting a strong surge in interest from the region. Switzerland and Malaysia are also notable contributors, with increases of 83% and 56%, respectively.

Europe continues to be a major source of international visitors, with countries like Italy, Spain, and the Netherlands reporting substantial growth. The first half of 2025 saw a surge in tourism from European nations, with Italy, Spain, and the Netherlands each experiencing a growth of over 44%. Switzerland saw a slightly lower but still impressive 35% increase in arrivals. This influx of European travelers underscores Oman’s appeal as a rising destination for luxury and cultural tourism, with more Europeans choosing to explore Oman as an alternative to more traditional destinations.

In the Gulf region, Oman’s proximity to its neighbors has proven advantageous, with Gulf states accounting for 40% of the country’s total tourist arrivals. Bahrain, in particular, saw a remarkable 30% increase in visitors, while Qatar experienced an 8% growth. Additionally, Singapore has emerged as a key source market, with tourist arrivals from the island nation growing by more than 34%. This indicates that Oman’s tourism sector is not only attracting travelers from Europe but also gaining ground in the broader Middle East and Southeast Asia.

The report from ForwardKeys underscores that Oman’s tourism industry is continuing to thrive, driven by strong demand from European and Asian markets. The increase in search activity and air travel capacity to the Sultanate signals a positive outlook for the sector in the coming years. Oman’s efforts to promote its luxury and cultural offerings have clearly resonated with international travelers, with the country being positioned as a compelling alternative to more traditional European destinations.

This growth in tourism presents exciting opportunities for various sectors within Oman, particularly hospitality, transportation, and retail. The increase in international arrivals and the growing interest in Oman’s unique cultural heritage provide a fertile ground for businesses to expand their services, particularly in high-end and cultural tourism. Investors should look to capitalize on this momentum by offering bespoke luxury travel experiences, while entrepreneurs can target niche markets by providing specialized services for affluent travelers from Europe and Asia.

However, as the tourism sector continues to grow, it’s essential for businesses to scale their infrastructure and maintain the quality of service to meet the rising demand. Expanding high-end hotels, cultural attractions, and modern retail spaces will be critical in supporting the influx of international tourists. At the same time, ensuring that the local workforce is well-equipped to handle the increase in visitors will be important in maintaining Oman’s competitiveness in the global tourism market.

Oman’s tourism sector, with its remarkable growth and diversification, offers a promising future for the country’s economy. The strategic promotion of luxury and cultural tourism, coupled with robust growth from European, Gulf, and Asian markets, positions Oman as a rising star in the global tourism arena. As the country continues to refine its offerings and infrastructure, it stands to become an even more sought-after destination for travelers seeking authentic cultural experiences and high-end leisure travel.