The Ministry of Heritage and Tourism continues to implement annual strategies aimed at attracting larger numbers of international visitors to Oman. These efforts focus on promoting the country’s unique cultural heritage, natural beauty, and tourism assets. Oman regularly participates in major international tourism exhibitions and invites representatives of travel companies to inspect the country’s tourism infrastructure. Such initiatives help strengthen Oman’s image global travelers.
Among the promising tourism markets that deserve greater attention is Taiwan, one of Asia’s most active outbound tourism economies. Taiwan has a high rate of international travel relative to its population. In 2025, outbound trips by Taiwanese travelers reached around 18.9 million, while Taiwan’s population is approximately 23 million. This reflects a strong travel culture and frequent overseas movement among Taiwanese citizens.
Taiwanese tourists are also recognised for their good spending power. Average expenditure per trip reached about $ 1,700. Their average stay in foreign destinations usually ranges from four to seven nights. They often prefer direct flights, family or independent travel, and are highly interested in natural scenery, local cultures, historical sites, and food experiences. These preferences closely match Oman’s tourism strengths.
More than 90 percent of Taiwanese outbound travel remains concentrated within Asia. Japan is their most popular destination, followed by China, South Korea, Hong Kong, Macau, Vietnam, and Thailand. These countries benefit from geographic proximity, convenient air connections, easy visa access, and competitive travel costs. Some percentages of Taiwanese travelers visit Europe, the United States, and other world regions, including some Arab destinations.
Although millions of Taiwanese travel abroad annually, Taiwan receives fewer foreign tourists, around 8.6 million per year, resulting in a significant tourism spending deficit.
It recently issued a decision to provide a free 14-day entry visa for holders of Omani passports, effective May 1, 2026. This indicates that Taiwanese travelers spend more overseas than international visitors spend inside Taiwan. Such a trend creates an opportunity for countries seeking to attract high-value tourists, including Oman.
Oman possesses many features that could strongly appeal to Taiwanese travelers. These include dramatic mountains, deserts, wadis, beaches, historic villages, forts, and authentic Arab cultural experiences. Taiwanese tourists are known for appreciating photography, outdoor experiences, and heritage tourism, making Oman a suitable destination.
To capitalise on this opportunity, stronger cooperation is needed between Omani tourism institutions and Taiwanese travel companies. The presence of Oman’s trade office in Taipei can help support marketing partnerships, business networking, and tourism promotion campaigns. Tourism agreements between both sides could generate organised group tours and customised travel packages.
Air connectivity is another important factor. Opening a direct route between Muscat and Taipei would significantly improve tourism flows. If direct flights are not immediately possible, multi-destination travel programmes linking Muscat with regional cities such as Dubai, Amman, and Cairo may also attract Taiwanese tourists seeking broader Middle East experiences.
Digital marketing should play a central role in any strategy. Inviting Taiwanese travel influencers to visit Oman and share their experiences online could greatly raise awareness. Producing short promotional videos in Chinese highlighting Oman’s landscapes, hospitality, desert adventures, and mountain tourism would also be effective. Cooperation with airlines and Asian transit hubs can further expand visibility.
In conclusion, Taiwan represents one of Asia’s most dynamic outbound tourism markets, characterised by high travel frequency, strong purchasing power, and growing interest in cultural and nature tourism. These qualities offer Oman an excellent opportunity to diversify its visitor markets and increase tourism revenues through targeted promotion, improved connectivity, and strategic partnerships.
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