Oman named emerging tourism destination

MADRID: The Sultanate of Oman has won the Emerging Tourism Destination Award 2026, presented by Spanish travel magazine Viajar, during a ceremony attended by representatives from Spain’s travel, tourism and media sectors.
The award recognises destinations that offer distinctive tourism initiatives and innovative experiences that attract the interest of the Spanish travel market.
Oman was selected for the diversity of its tourism offerings, the range of experiences available and its balanced blend of historical heritage, cultural richness and varied landscapes, alongside its strong commitment to a sustainable tourism model that preserves national identity and delivers authentic visitor experiences.
The Sultanate of Oman is also recognised for its diverse and innovative tourism products that cater to different interests and align with global travel trends, positioning it 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, said Oman’s selection reflects the suitability of its tourism products and experiences for the Spanish market and their ability to meet visitor expectations. He attributed the recognition to improving tourism performance indicators, innovative plans targeting different segments and intensified promotional campaigns highlighting Oman’s unique assets and diverse offerings.
He added that the ministry aims to benefit from global best practices and strengthen cooperation to keep pace with developments in international tourism markets. This includes targeting non-traditional markets such as Spain, in collaboration with airlines, travel agencies and tourism partners. The ministry seeks to provide facilities that create an attractive tourism environment for all visitors, while leveraging the Sultanate of Oman’s unique seasonal diversity across governorates to showcase their individual potential. This is complemented by exclusive tourism packages and offers from Omani tourism companies and institutions.
Separately, the Ministry of Heritage and Tourism held meetings with leading Spanish tourism companies to enhance cooperation and build strategic partnerships to promote Omani tourism products and expand their reach in target markets.
The meetings reviewed a wide range of tourism experiences, specialised programmes and products offered by Oman’s tourism sector, highlighting the rich heritage, cultural assets and natural attractions across the governorates. This diversity enhances Oman’s competitiveness as a comprehensive tourism destination at both regional and international levels.
The ministry also stressed the importance of partnerships with tourism institutions in supporting promotional efforts and opening new avenues of cooperation with global markets, particularly Europe, to attract more visitors and increase tourism flows sustainably.
These efforts underscore Oman’s commitment to developing its tourism sector in line with the highest standards of quality and sustainability, reinforcing its position as a leading destination offering authentic experiences that combine rich heritage with diverse natural landscapes and meeting the expectations of travellers worldwide. — ONA