Attracting Far-Eastern tourists to Oman

The writer is a Muscat-based economic analyst who previously worked for CBO and OCCI
Countries around the world are increasingly focusing on tourism as a key sector for diversifying national income and strengthening their economies. Tourism and logistics infrastructure play an important role in facilitating travel and connecting visitors with destinations and attractions. Major international tourism exhibitions in the Far East provide companies and travel agencies with valuable opportunities to establish partnerships, promote destinations and stimulate cross-border tourism, like the International Travel Fair (ITF).
As part of efforts to attract more tourists from the Far East to Oman, three Omani travel and tourism companies participated in an (ITF), held in Taipei from 6 to 9 November this year. The exhibition is one of the region's major annual tourism events, attracting international destinations seeking to benefit from the growing outbound tourism market across East Asia.
The participating companies were Majan International Travel and Tourism, a multi-activity travel group with 37 years of experience; Golden Tours Oman, which specialises in family travel; and Parlsat Travel, focusing on luxury and comfortable travel packages. Their participation aimed to strengthen tourism relations between Oman and Far-Eastern markets, explore business opportunities and develop plans for organising group tours in the near future.
This initiative also forms part of Oman's broader efforts to expand its presence in East Asian tourism markets like Taiwan. Cooperation between trade and cultural representative offices in Oman and Taipei helped facilitate communication between tourism companies and travel agencies, creating opportunities for stronger partnerships and two-way tourism flows.
Air connectivity is another important factor in developing these relations. Several direct flights connect major Gulf cities, including Abu Dhabi and Dubai, with key destinations in the Far East. These services facilitate travel for tourists and businesspeople between the two regions, highlighting the potential for further developing tourism links between them.
Oman offers considerable attractions for Far-Eastern visitors, including its deserts, mountains, beautiful coastlines and distinctive cultural heritage. Its peaceful social environment and diverse natural landscapes have helped attract European and Asian tourists in recent years. However, continuing regional tensions have encouraged Omani tourism operators to diversify their source markets and explore new opportunities beyond traditional destinations.
The Far East represents a promising region for this strategy. International travel is deeply established across several of its major economies, with group tours, individual holidays and family travel all enjoying strong popularity. Taiwan leading outbound tourism markets recorded approximately 18.94 million international trips in 2025, compared with 16.85 million in 2024, an increase of around 12.4%. Popular destinations included Japan, mainland China, South Korea, Vietnam and Thailand, alongside several Middle Eastern countries.
Furthermore, a 2025 tourism survey conducted in the region indicated that average expenditure per Taiwanese traveler on an international trip reached approximately US$1,774. This demonstrates the considerable spending potential of Far-Eastern tourism markets, particularly for long-haul destinations offering distinctive experiences and quality tourism services.
To attract a larger share of this market, Oman needs to strengthen its promotional campaigns and provide practical services that meet the expectations of these visitors. These include tourism information in relevant Asian languages, convenient electronic payment facilities and suitable dining options catering to different preferences. Cooperation with regional travel agencies and airlines could also help develop competitive packages combining nature, culture, adventure and heritage tourism.
The Far East deserves to become one of the priority regions in Oman's tourism development strategy over the coming years. With millions of outbound trips annually, relatively high travel expenditure and growing interest in new international experiences, the region offers Oman an opportunity to diversify its tourism source markets, attract higher-spending visitors and strengthen its position as a distinctive destination in the Gulf region.