London: Backed by 29 tourism institutions, hotel groups, and travel companies, Oman’s presence at the world’s largest travel exhibition highlights its commitment to promoting diverse tourism experiences and strengthening international partnerships.

The Omani pavilion, organized by the Ministry of Heritage and Tourism, features strategic partners and enterprises ranging from hotel establishments to travel operators, all working to enhance Oman’s global tourism footprint.

His Excellency Azzan bin Qasim Al Busaidi, Undersecretary of the Ministry of Heritage and Tourism for Tourism, emphasized that Oman’s participation is a continuation of efforts to consolidate the country’s presence on the international tourism map.

The pavilion also features several new initiatives, including the launch of promotional programs in collaboration with GCC tourism bodies, and partnerships with global organizations such as the Ironman Group. A joint press conference with Ironman announced that Muscat will host the IRONMAN 70.3 World Championship in 2029, the first Middle Eastern city to do so, alongside the launch of the region’s first full-distance Ironman race in 2026. This move aligns with Oman Vision 2040’s goal of developing the nation into a hub for adventure and endurance tourism.

Oman’s flagship entities, Oman Air, Oman Airports, and Visit Oman, also play a major role in the exhibition. Oman Air’s Vice President of Sales, Ahmed bin Ali Al Mahrouqi, underscored the airline’s partnership with the Ministry in promoting new destinations, including the addition of a second daily flight to London. Similarly, Oman Airports CEO Engineer Ahmed Al Amri noted that the global event showcases Oman’s aviation infrastructure as a driver of economic growth and investment.

The Visit Oman platform, led by General Manager Shabib bin Mohammed Al Maamari, is also connecting over 200 service providers and more than 320 tourism activities to international markets, reinforcing digital accessibility to Omani experiences.

Adding a cultural touch, the Omani pavilion features a “Culinary Arts Corner” under the Ministry’s “Food Tourism and Culinary Arts” initiative, introducing global visitors to traditional Omani dishes. The showcase includes a book documenting over 100 authentic recipes, which recently won an international “Gourmand” award for excellence in culinary literature.

In addition, the Ministry organized a media seminar and workshop introducing Oman’s national identity initiatives, alongside presentations of new tourism projects and investment opportunities. The Omani delegation held bilateral meetings with representatives from various countries to discuss cooperation in tourism development.