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The Ministry of Heritage and Tourism has launched its 2025 External Promotional Campaigns Programme, aiming to position Oman as a top global tourism destination through strategic initiatives across key international markets.
The announcement came during the Sultanate of Oman’s participation in the International Tourism Bourse (ITB) Berlin 2025.
As part of the campaign, Oman will expand its global footprint by opening new tourism representative offices in China, Russia, Spain, Latin America, Singapore, Malaysia, Indonesia and Thailand. These offices will enhance Oman’s presence and drive visitor interest from these high-potential markets.
The ministry plans to collaborate with over 80 international tourism companies to launch joint promotional campaigns in markets such as China, India, the Gulf States, Italy, France, Germany, Russia, the Netherlands, Britain, Ireland, Spain, Switzerland, the Nordic countries and Belgium.
These efforts will focus on increasing hotel occupancy rates and generating direct economic benefits. A comprehensive advertising push will include promotions on public transportation (taxis, buses and trains), shopping malls and billboards in high-traffic locations across target markets.
Additionally, the ministry will partner with leading international media outlets to roll out over 50 media campaigns on major television networks, amplifying Oman’s tourism appeal.
Oman will also ramp up its participation in 23 global tourism exhibitions and workshops while strengthening collaborations with international and Gulf-based airlines for joint promotional efforts.
Over 100 familiarisation trips will be organised for travel agencies and media representatives, offering firsthand experiences of Oman’s diverse tourism offerings.
The campaign will leverage digital marketing through social media channels, particularly the “Discover Oman” platform, and partnerships with global travel websites to maximise reach. Periodic training sessions will also be held for tourism professionals in target markets to deepen their understanding of Oman’s unique experiences.
Specialised tourism segments — including marine tourism, adventure tourism, golf tourism, wedding tourism and charter trips — will be a key focus, reinforcing Oman’s appeal to niche traveller segments.
This ambitious promotional drive underscores Oman’s commitment to boosting its tourism sector and achieving sustainable growth in line with Oman Vision 2040. — ONA
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