Oman Named Emerging Tourism Destination: What This Means for Investors and Business Growth Opportunities
MADRID: The Sultanate of Oman has been honoured with the Emerging Tourism Destination Award 2026, presented by the Spanish travel magazine Viajar during a ceremony attended by key figures from Spain’s travel, tourism, and media sectors.
This award recognises destinations that showcase distinctive tourism initiatives and innovative experiences that captivate the Spanish travel market. Oman was chosen for its diverse tourism offerings, wide range of experiences, and a harmonious blend of historical heritage, cultural richness, and varied landscapes. The country’s strong commitment to sustainable tourism — preserving its national identity while delivering authentic visitor experiences — was also a pivotal factor.
Oman stands out for its innovative tourism products catering to various interests and aligning with global travel trends. It is positioned as an ideal destination for relaxation, leisure, cultural and historical exploration, adventure tourism, and cruise travel.
Haitham bin Mohammed al Ghassani, Director General of Tourism Promotion at the Ministry of Heritage and Tourism, explained that Oman’s selection reflects the appeal of its tourism products to the Spanish market and their ability to meet visitor expectations. He credited the award to enhanced tourism performance, innovative segment-focused strategies, and intensified promotional campaigns that highlight Oman’s unique attractions and offerings.
He added that the ministry plans to adopt global best practices and strengthen international cooperation to stay abreast of global tourism trends. This includes targeting emerging markets such as Spain in partnership with airlines, travel agencies, and tourism stakeholders. The ministry aims to offer services that foster a welcoming tourism environment while showcasing Oman’s unique seasonal diversity across its governorates. Complementary to this are exclusive tourism packages and offers from Omani tourism companies and institutions.
In parallel, the Ministry of Heritage and Tourism conducted meetings with leading Spanish tourism firms to boost collaboration and forge strategic alliances, enhancing the promotion of Omani tourism products and their penetration in target markets.
These discussions covered a broad spectrum of tourism experiences, specialised programs, and products from Oman’s tourism sector. They emphasised the country’s rich heritage, cultural assets, and natural attractions across the governorates, strengthening Oman’s position as a versatile tourism destination on regional and international stages.
The ministry also highlighted the vital role of partnerships with tourism bodies in amplifying promotional efforts and opening new opportunities with global markets, especially Europe, to sustainably increase visitor numbers.
These initiatives underline Oman’s dedication to advancing its tourism sector according to the highest quality and sustainability standards, reinforcing its status as a premier destination that offers genuine experiences combining rich heritage with diverse natural landscapes, meeting the expectations of travellers worldwide. — ONA
Special Analysis by Omanet | Navigate Oman’s Market
Oman’s recognition as the Emerging Tourism Destination 2026 by a leading Spanish travel magazine signals a powerful opportunity for businesses to capitalize on growing European interest, especially from Spain, in its rich cultural and natural offerings. This award highlights the importance of investing in sustainable, authentic tourism experiences and fostering strategic partnerships with international travel stakeholders to expand market reach. Smart investors and entrepreneurs should consider innovative tourism products and targeted promotional campaigns that leverage Oman’s diverse landscapes and heritage to attract a broad range of visitors.
