MoHT showcases tourism offerings at London WTM

MUSCAT: The Sultanate of Oman, represented by the Ministry of Heritage and Tourism, will participate in the World Travel Market (WTM) in London from November 3 for three days, alongside tourism sector institutions and industry partners.
The participation aims to strengthen Oman’s presence in international tourism markets, showcase developments in the sector, expand cooperation with leading travel companies and promote the country as a distinctive regional destination. It will also provide Omani institutions with opportunities to establish commercial and marketing partnerships to attract more visitors.
The World Travel Market is one of the leading international exhibitions for the travel and tourism industry, bringing together representatives from more than 180 countries and over 46,000 participants, including tourism destinations, companies, buyers and decision-makers.
Haitham bin Mohammed al Ghassani, Director-General of Tourism Promotion and official spokesperson for the ministry, said the event offers an opportunity to highlight Oman’s tourism experiences, which combine cultural heritage, natural diversity and quality services.
He said the ministry aims to strengthen partnerships with international tour operators and travel companies and translate business meetings into tourism programmes and products that attract visitors, encourage longer stays and benefit local tourism establishments.
He added that the British market remains an important focus of Oman’s promotional strategy. Campaigns combining outdoor advertising, digital marketing and partnerships with tourism companies and media organisations are being implemented to highlight the country's diverse attractions.

These initiatives include advertisements on buses and taxis in London and Windsor, as well as promotional partnerships with British companies. The campaigns, which began in August 2026, will continue through the first quarter of 2027 to stimulate demand and encourage direct bookings.
Oman's pavilion this year will feature 29 institutions, including Oman Tourism Development Group (Omran), national travel operator Visit Oman, Oman Airports, Oman Air, the National Museum, the Museum of Oman Across the Ages and the Oman Botanic Garden.
The programme will include meetings with international tourism companies and institutions to explore cooperation opportunities, promote Omani tourism products and announce new promotional initiatives by the ministry and its strategic partners.
The event will also enable Omani tourism businesses, particularly small and medium enterprises, to showcase their services, connect with international buyers and establish business partnerships to expand their presence in overseas markets.
The participation comes amid growing interest from the British market. Oman welcomed 103,544 visitors from the United Kingdom in 2025, compared with 93,714 in 2024, marking an increase of 10.4 per cent, according to the National Centre for Statistics and Information.
The participation coincides with further promotional activities in Britain, including overseas advertising, media collaborations, tourism partnerships and digital campaigns planned for November and December to raise awareness of Oman as a destination and encourage bookings. — ONA