MUSCAT: The Ministry of Heritage and Tourism is intensifying its efforts to position Oman as a premier global tourism destination through strategic partnerships, robust marketing campaigns, and targeted market development.
Central to these efforts is a series of international promotional campaigns and media initiatives, which have significantly boosted Oman’s visibility across Arab, Asian, and European markets. Between 2021 and 2024, the Ministry implemented 235 promotional campaigns that generated financial returns estimated at RO 95.65 million. During the same period, 88 media campaigns yielded additional returns of around RO 202.56 million—highlighting the success of the Ministry’s integrated marketing approach.
According to Saada bint Abdullah al Harthi, Director of the Market Development Department, the Ministry’s campaigns are designed to strengthen collaboration between local tourism players and international stakeholders, spotlight Omani tourism experiences and heritage, and unlock new visitor markets.
“These campaigns reflect our commitment to growing Oman’s tourism economy in cooperation with both local partners and international promotional offices. We aim to showcase Oman’s unique offerings and deepen ties with global tourism institutions,” she said.
To enhance its global reach, the Ministry has expanded its network of international tourism representative offices, which now number 11 and cover 26 key tourism markets. Recent developments include tenders for new offices in Madrid, Spain, and Singapore—strategically chosen to tap into the European and Southeast Asian tourism corridors. The Singapore office will oversee tourism promotion in Malaysia, Indonesia, and Thailand as well, with both offices expected to launch by mid-2025.
These representative offices are tasked with implementing annual marketing plans, facilitating joint promotional programs with foreign tour operators, and maintaining a consistent brand presence for Oman in their respective markets.
The Ministry also reactivated offices in key source markets. In 2024, a tourism office in Moscow helped bring over 44,000 Russian visitors to Oman. Similarly, an office in China was activated at the beginning of 2025, following a strong inflow of more than 73,000 Chinese tourists in 2024.
The Gulf region remains a vital market as well. A highlight of 2024’s promotional calendar was the “Marhaba Dhofar” event, held in cooperation with Saudi Arabian tourism stakeholders. The event showcased the Dhofar Governorate’s seasonal attractions, including the “Sarb” season and winter tourism experiences, deepening bilateral tourism cooperation.
In 2025, the Ministry plans to roll out 84 joint promotional campaigns, 46 media campaigns, 19 outdoor advertising initiatives (including buses, taxis, and billboards), and over 90 familiarization trips for companies and media personnel. It will also launch a new digital platform to support partners in targeted markets and offer training programs in e-marketing, sustainability, and artificial intelligence.
Al Harthi further noted the Ministry’s role in preparing market research, developing databases of foreign tourism operators, and sharing timely statistics and insights with local stakeholders to guide marketing decisions and strengthen the sector’s competitiveness.
Workshops and training initiatives are also being expanded, equipping local tourism firms with the skills and knowledge to align with global tourism trends and better promote Oman’s offerings internationally. — ONA
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