Muscat Among Trending Destinations for 2026: What This Means for Investors and Entrepreneurs in Oman
Muscat, the capital of Oman, ranks among the top trending destinations for 79 percent of travellers in Europe, the Middle East, and Africa (EMEA) who intend to take as many or more holidays in 2026 as they did in 2025, according to Marriott Bonvoy’s 2026 EMEA Ticket to Travel Report.
The report, based on Marriott Bonvoy’s booking data, also highlights other popular destinations including Oslo (Norway), Algiers (Algeria), Split and Zagreb (Croatia), and Copenhagen (Denmark). The UAE and Saudi Arabia feature prominently among the top ten must-visit locations.
The study further reveals a significant rise in the use of artificial intelligence (AI) for travel planning across the EMEA region. Half of all travellers surveyed (50 percent) reported using AI to plan or research holidays, a substantial increase from 41 percent last year and just 26 percent two years ago. Notably, 14 percent use AI ‘all the time’ for travel planning. The 18-24 age group leads in prior AI use at 71 percent, while 24 percent of those aged 25-34 use it regularly. Older travellers are also increasingly adopting AI, with 29 percent of those aged 55-64 having used it, up from 18 percent last year.
Reflecting growing trust in AI, half of respondents expressed comfort with booking holiday accommodation through AI platforms, while only 18 percent felt uncomfortable with the idea.
The findings come from research conducted by Mortar involving over 22,000 adults across 11 regional markets. The report confirms that 79 percent of travellers plan to maintain or increase their travel frequency in 2026, averaging five trips annually: two domestic, two short-haul, and one long-haul. More than half of travellers intend to visit multiple countries in a single trip, a trend particularly strong among 25–34-year-olds. Additionally, all-inclusive holidays have become the region’s most popular trip type, surpassing city and resort breaks.
In related developments, Saudi Arabia’s Minister of Tourism, Ahmed Al-Khateeb, announced the expected launch of a unified Gulf visa next year, with a pilot for the Unified GCC Tourist Visa anticipated in 2025. Speaking at the Gulf Gateway Investment Forum in Manama, Al-Khateeb emphasized the Gulf region’s aspiration to establish itself as a premier global tourism destination. The four major Gulf airlines collectively carried approximately 150 million passengers last year, though only 70 million traveled within the Gulf itself.
Oman and other GCC countries are poised to benefit from the new unified visa, which aims to streamline travel across member states. Ali Siddiqui, Research Manager at Cavendish Maxwell, noted that the forthcoming Oman–UAE Hafeet Rail project will enhance cross-border connectivity, facilitating easier access for UAE visitors to Oman. Siddiqui added that this improved connectivity is expected to boost hotel occupancy, extend visitor stays, and increase tourism spending. Current estimates suggest the average length of stay for tourists in Oman ranges between five and six nights.
The Sultan Qaboos Grand Mosque, a key landmark in Muscat
Special Analysis by Omanet | Navigate Oman’s Market
Muscat’s rising popularity as a prime travel destination, coupled with the growing integration of AI in holiday planning and the forthcoming GCC Unified Tourist Visa, signals a transformative opportunity for Oman’s tourism and hospitality sectors. Businesses should strategically invest in AI-driven customer engagement and leverage enhanced regional connectivity, such as the Oman–UAE Hafeet Rail, to attract longer-stay visitors. Smart investors and entrepreneurs must prioritize digital innovation and cross-border collaboration to maximize growth amid an expected surge in intra-GCC tourism and multi-country travel trends.
