MUSCAT – The initiative is being implemented alongside the continued expansion of Oman’s direct air connectivity.

The move forms a key pillar of Oman’s tourism promotion strategy, supporting the objectives of Oman Vision 2040 to diversify tourism source markets and increase the tourism sector’s contribution to the national economy.

The expansion coincides with the launch of three new direct air routes at the beginning of July, connecting Oman with Singapore, the Russian city of Sochi, and the Indonesian city of Medan. The new services reflect coordinated efforts between the Ministry of Heritage and Tourism and its aviation sector partners to enhance air connectivity with targeted tourism markets.

The Ministry said the expansion is based on specialised marketing plans and market studies that analysed promising source markets, identified their priorities, and aligned them with plans to broaden Oman’s tourism representation abroad.

In May, the Ministry opened a tourism representation office in Southeast Asia covering Singapore, Malaysia, Indonesia, and Thailand, strengthening Oman’s presence in one of the world’s fastest-growing travel and tourism regions.

To further reinforce its presence in these markets, the Ministry recently organised a media engagement with leading Singaporean news organisations to showcase Oman’s tourism offerings, coinciding with the launch of Oman Air’s direct flights to Singapore.

Saada bint Abdullah Al Harthi, Director of the Markets Development Department at the Ministry of Heritage and Tourism, said performance indicators from the targeted markets demonstrate the effectiveness of the Ministry’s strategy to diversify tourism sources.

She said visitor arrivals to Oman increased by 147 percent from Russia, 61 percent from Indonesia, and 26 percent from Singapore over the past year, reflecting growing interest in Oman as a tourism destination and highlighting the importance of continued investment in tourism promotion and expanded direct air connectivity.

Al Harthy added that overseas tourism representation offices and direct air links are complementary components of the Ministry’s strategy to strengthen Oman’s presence in international markets and convert rising demand into sustainable tourism growth that supports the sector’s long-term objectives.

According to the Ministry, the new air routes target markets with diverse visitor segments, including cultural, family, nature, and adventure tourism, aligning with Oman’s rich natural landscapes, heritage, and cultural attractions. The expanded connectivity is expected to diversify visitor source markets, increase tourist arrivals, and stimulate demand for tourism services and hospitality facilities.