MADRID: The Sultanate of Oman, represented by the Ministry of Heritage and Tourism, made a strong impression at FITUR 2025, one of the world’s premier international tourism exhibitions, held in Madrid from January 22 to 26. The event highlighted Oman’s growing appeal as a tourism destination, particularly among Spanish and European travelers.
Oman’s pavilion, featuring nine tourism institutions, companies, and hotel operators, presented an immersive experience of the country's rich heritage and natural beauty. The delegation launched a targeted promotional campaign showcasing Omani culture, traditions, and heritage sites. Activities included a captivating cultural evening, where visitors enjoyed musical performances, traditional costumes, and Omani cuisine.
During the exhibition, the Ministry of Heritage and Tourism engaged in bilateral meetings with Spanish governmental and private entities. Discussions centered on deepening cooperation in the tourism sector. Salim bin Mohammed al Mahrouqi, Minister of Heritage and Tourism, emphasized Oman’s tourism potential and invited Spanish investors to explore opportunities, leveraging Oman’s strategic incentives and competitive advantages.
“Our participation at FITUR 2025 serves as a platform to showcase Oman’s vast tourism capabilities and to foster collaborations with Spain. Both nations have made significant strides in tourism, and we aim to build on these successes,” Al Mahrouqi noted.
Haitham bin Mohammed al Ghassani, Director General of Tourism Promotion, highlighted the ministry’s promotional campaign, which strategically targeted key tourist spots in Madrid and the exhibition halls. The campaign included advertising on buses traversing the city, drawing attention to Oman’s unique tourist offerings.
“This initiative aims to bolster tourism flows from Spain and neighboring European markets, reflecting our commitment to diversifying Oman’s tourism sources,” Al Ghassani explained.
The pavilion served as a hub for forging strategic partnerships. The National Travel Operator, a key participant, secured agreements with Spanish companies, including a notable collaboration with the digital platform “Destinia” to promote Oman’s tourism products. Discussions with charter flight operators also explored opportunities to attract more Spanish tourists.
Shabib bin Mohammed al Maamari, Director General of the National Travel Operator, stated, “FITUR is an excellent venue to establish partnerships with key players in the global tourism industry. Our engagement this year has opened doors for exciting collaborations.”
Tour operators, including Sama Travel and Al Wafra Tourism, reported strong interest from Spanish visitors and travel groups. Abdul Aziz bin Saif Al Mahrazi, owner of Al Wafra Tourism Company, remarked, “The Spanish market shows significant potential, and our participation here allows us to introduce Oman as a unique and diverse destination.”
Oman’s pavilion earned the prestigious Best Pavilion Award at FITUR 2025 for its innovative design. Combining modern multimedia with traditional elements, the pavilion effectively reflected Oman’s cultural identity and tourism offerings.
Visitors praised Oman’s environmental diversity, ranging from beaches and mountains to deserts and lush greenery. Many expressed interest in Oman’s unique blend of heritage sites, such as forts and museums, alongside adventure tourism activities.
“This recognition reinforces our commitment to promoting Oman as a world-class tourism destination while staying true to our cultural roots,” said Amer bin Abdullah al Zadjali, CEO of Sama Travel and Tourism.
With its success at FITUR 2025, Oman aims to increase Spanish tourist inflows, further positioning itself as a must-visit destination in the Middle East. — ONA
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