MUSCAT : Targeting over 70,000 people, the initiative highlights Oman’s unique heritage, adventure, and luxury tourism offerings to one of Europe’s most vital travel markets.

The campaign also extends to social media platforms, tourism websites, and international promotional portals, aiming to reach a wider audience and enhance Oman’s visibility in the Spanish market.

The initiative highlights a range of specialized tourism offerings, including cruise tourism, adventure tourism, golf tourism, wedding tourism, leisure travel, wellness tourism, and cultural and heritage tourism, which are in high demand among Spanish travellers.

As part of its efforts, the Ministry of Heritage and Tourism is organizing familiarization trips for Spanish tourism companies to the Sultanate and holding regular training sessions for tourism sector representatives to introduce them to Oman’s diverse tourism experiences.

Zahra bint Abdullah Al Hadiya, Tourism Marketing Specialist at the Markets Development Department of the Ministry of Heritage and Tourism, said the Spanish market is among the important tourism markets, as it brings together countries that share common values and language, including parts of South and Central America. She noted that the Ministry’s tourism representation office in Spain plays a key role in implementing promotional activities and campaigns in this vital market.

She added that Spain is one of the markets exporting international tourism to the Sultanate throughout the year, making it important to promote Oman as a comprehensive tourist destination that meets the interests of Spanish tourists, particularly in cultural, heritage, and historical tourism.

Al Hadiya explained that launching the campaign alongside FITUR 2026 was a strategic decision, given the exhibition’s timing at the start of the year and the participation of major tourism destinations, institutions, and travel companies. She noted that this provides an opportunity to monitor trends in the Spanish and international tourism markets and develop effective promotional messages aligned with visitor expectations.

According to statistics from the tourism representation office in Spain, the campaign is expected to reach around 70,000 people through 58 promotional methods, with an average of 185 displays and repetitions.

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