Surge in European Tourists to Oman: What This Means for Investors and Businesses in the Tourism Sector
The Sultanate of Oman is experiencing a significant increase in tourists from European countries this year, according to data shared by the Ministry of Heritage and Tourism (MHT) at the Welcome Oman event held on Sunday.
This event, dedicated to the tourism markets of the Nordic countries, Russia, and Belarus, highlighted impressive growth rates in visitor numbers during the period from January to September 2025 compared to the same period in 2024. The Russian market saw a 123% increase, Belarus 199%, Denmark 34%, Finland 31%, Sweden 11%, and Norway 17%.
Organized by the Ministry from November 11 to 18, 2025, the event is part of Oman’s 2025 tourism promotion initiatives. It brought together around 70 leading tourism companies from these markets to reinforce connections between local tourism stakeholders and their international counterparts. The goal is to promote Omani tourism products, experiences, and hotels, thereby boosting tourist arrivals to the Sultanate.
Additionally, the event provides a valuable platform for small and medium-sized tourism enterprises and local service providers to showcase their offerings and enhance local content in the tourism sector. The program features tours of key sites across Oman, including the governorates of Musandam, Al Dakhiliyah, South Al Sharqiyah, Muscat, and Dhofar, alongside a training program on Omani tourism products and business meetings with local partners.
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The significant surge in European tourists, especially the remarkable growth from Russia (123%) and Belarus (199%), signals a robust opportunity for Oman’s tourism sector to expand internationally. Businesses in Oman should capitalize on this momentum by enhancing services and infrastructure to cater to Nordic and Eastern European markets, while smart investors and entrepreneurs must consider strategic partnerships and tailored offerings for these high-growth demographics to maximize returns and market share.
