Muscat: The latest ForwardKeys report shows a remarkable upswing in inbound tourism, driven largely by strong performance in European markets. The first half of 2025 alone recorded exceptional growth from Italy, Spain and the Netherlands, each exceeding 44 percent, while Switzerland also posted an impressive 35 percent rise in tourist arrivals. The report highlights that Oman’s rising appeal among European travellers stems from the country’s growing reputation for luxury and cultural tourism, positioning it as an alternative to traditional European destinations.

The Gulf region continues to play a pivotal role, accounting for 40 percent of all tourist traffic into Oman. Notably, Bahraini visitors grew by 30 percent, while arrivals from Qatar increased by 8 percent during the same period. Asia is also emerging as a strong contributor: Singapore registered a significant 34 percent increase in tourist inflow in the first half of the year.

ForwardKeys further notes a 43 percent spike in global search interest for trips to Oman between September and November 2025, reflecting mounting global curiosity and future travel intent. This momentum aligns with rapidly expanding international air travel capacity scheduled between September 2025 and February 2026. Key markets showing major increases include Italy (31 percent), the United Kingdom (24 percent), Russia (a staggering 253 percent), Switzerland (83 percent) and Malaysia (56 percent).

According to the report, the Sultanate’s tourism sector continues to gain strength, supported by growth prospects across Europe and Asia. The surge in global search indicators confirms rising international interest, while strong European market performance underscores Oman’s success in promoting itself as a premium, experience-focused destination.