Oman Tourism Development Company (Omran Group) has concluded its participation in World Travel Market (WTM) London 2026, as part of the Sultanate of Oman pavilion organised by the Ministry of Heritage and Tourism.
The participation focused on showcasing the Group's portfolio of destinations, assets and tourism experiences, expanding engagement with international partners, and exploring collaboration opportunities that support the competitiveness of Oman's tourism sector.
The exhibition also saw the announcement of the inaugural Power, Efficiency and Opportunity (PEO) indicators, issued by the World Travel & Tourism Council (WTTC) with the support of Omran Group as the Council's official sustainability data partner.
Covering 184 economies, the indicators offer a perspective for measuring the tourism sector's economic strength, environmental efficiency and opportunities for employment and growth. This collaboration highlights the knowledge dimension of the Group's partnership with the Council, alongside its role in developing assets and destinations.
Eng Ayad bin Ali al Balushi, Chief Executive Officer of Omran Group, said: “We measure the value of our international participation by the opportunities and partnerships with tangible impact that it creates. Through the complementary roles of the Group and its subsidiaries in developing destinations, managing assets and connecting tourism experiences with global markets, we aim to contribute to maximising the sector's economic value. Our partnership with the World Travel & Tourism Council and the launch of the sustainability indicators also reflect our commitment to enhancing the competitiveness and sustainability of tourism globally”.
During its participation, Omran Group presented its diverse portfolio of projects, destinations, hospitality assets and tourism experiences, as part of its engagement with investors, operators and international partners to explore potential areas of collaboration.
Visit Oman, the national travel operator, also took part, highlighting its role in connecting Omani tourism products and experiences with international travel and distribution channels, and in facilitating access for local service providers to travel agencies, tour operators and target markets.
From his side, Shabib bin Mohammed al Maamari, General Manager of Visit Oman, said: “We are working to expand the reach of Omani tourism experiences to global markets by building practical links between local service providers and international distribution partners, creating wider commercial opportunities for the sector”.
The participation reflects the complementary roles of Omran Group and its companies in developing destinations, enhancing the performance of hospitality assets and marketing tourism experiences, supporting economic diversification and the objectives of Oman Vision 2040.
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