Muscat – The Ministry of Heritage and Tourism continues to reinforce the Sultanate of Oman’s position as a distinctive global tourist destination through a comprehensive and impactful promotional strategy.
Between 2021 and 2024, the Ministry implemented 235 promotional campaigns targeting Arab, Asian, and European markets, generating estimated financial returns of RO 95.65 million. Additionally, 88 media campaigns yielded an impressive RO 202.56 million, underscoring the effectiveness of the Ministry’s tourism marketing approach.

According to Saada bint Abdullah Al Harthi, Director of the Market Development Department, these initiatives reflect the Ministry’s broader efforts to attract tourists from a range of global markets in collaboration with tourism institutions and international representation offices. These efforts aim to boost Oman’s visibility, foster connections between local and international tourism sectors, and promote the country’s diverse offerings in heritage, experiences, and accommodations.

The Ministry launched 110 promotional campaigns and 20 media campaigns in Arab and Asian markets, while 125 promotional campaigns and 68 media campaigns targeted Europe. These campaigns are part of a long-term strategy to expand tourism market reach and solidify Oman’s image as a premier travel destination.

In line with this strategy, Oman has expanded its network of tourism representative offices to 11, covering 26 markets globally. Two new offices are in the pipeline: one in Madrid, Spain, covering the Spanish and Latin-speaking markets, and another in Singapore, which will oversee promotional activities in Singapore, Malaysia, Indonesia, and Thailand. Both are expected to be operational by mid-2025.

Highlighting recent milestones, Al Harthi noted that the Russian market saw a boost in late 2024 following the activation of a tourism office in Moscow, attracting over 44,000 Russian tourists by the end of the year. Similarly, in early 2025, the newly established tourism office in China contributed to drawing more than 73,000 Chinese tourists in 2024.

The Ministry also highlight its presence in Gulf markets through initiatives like “Marhaba Dhofar”, a key promotional event in the Dhofar Governorate. The event hosted tourism companies from both Oman and Saudi Arabia, enhancing bilateral tourism cooperation and showcasing Dhofar’s seasonal offerings such as the “Sarb” and winter tourism experiences.

Looking ahead to 2025, the Ministry plans to launch 84 joint promotional campaigns, 46 tourism media campaigns, 19 external advertising campaigns (including buses, taxis, and billboards), 43 familiarization trips for tourism companies, and 55 familiarization media trips. Additional efforts include developing a support platform for tourism partners in targeted markets and conducting training courses in digital marketing, sustainability, and artificial intelligence.

The Ministry continues to prioritize innovation and international collaboration to foster sustainable tourism growth, enhance Oman’s global appeal, and increase the sector’s contribution to the national GDP.