LONDON: The Ministry of Heritage and Tourism (MoHT) has launched a joint promotional tourism campaign in cooperation with the global company Visa and a national travel operator.
The initiative seeks to showcase luxury tourism experiences and attract high-spending tourists to the Sultanate of Oman.
The campaign was unveiled at Oman’s pavilion in the World Travel Market London 2026 (WTM London 2026). The launch took place in the presence of Sayyid Ibrahim bin Said al Busaidi, Minister of Heritage and Tourism. The campaign was launched as part of the ministry’s ongoing efforts to develop measures of digital tourism promotion and expand international partnerships.
The campaign, which is exclusive to Visa cardholders worldwide, is dedicated to tourists interested in luxury travel, adventure tourism and marine activities that distinguish Oman. It also leverages advanced data analytics that are conducted by the specialised teams of Visa to identify target segments that are best suited for Oman’s tourism potential, with the prime aim of converting mere interest in the destination into actual bookings.
The initiative includes promoting a specific selection of tourism packages and programmes through 'Experience Oman' app and platform. Users can browse these experiences and book their destinations directly via the national travel operator’s Digital Booking System.
The step aligns with the ministry’s strategic approach to use modern technology in marketing campaigns and support high-value tourism experiences. Such efforts focus on augmenting the tourism sector’s contribution to the national economy, while at the same time providing precise data to assess opportunities for expanding the campaign in future phases.
On the sidelines of its participation in the WTM, the ministry launched a digital transformation programme codenamed 'Oman Tourism Hub', which serves as a platform for empowering partners in local and international markets to promote the Sultanate of Oman and develop tourism products and programmes that capitalise on the country’s diverse attractions and experiences.
The platform also serves as an integrated digital gateway, featuring an AI-powered trip planner, an intelligent virtual assistant named 'Dalila' as well as e-training courses, webinars and newsletters. The platform is available in 8 languages and covers 26 countries — thus expanding the scope of engagement with partners in target markets. - ONA
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