Tuesday 20 / January / 2026
Times News Service
Muscat: The Sultanate of Oman has launched a major tourism promotional campaign in Spain, targeting approximately 70,000 people, ahead of its participation in the International Tourism Trade Fair, FITUR 2026, which begins on Wednesday in Madrid. The campaign aims to strengthen Oman’s presence in the European market and showcase the country as a year-round tourism destination.
The multi-platform initiative will cover social media channels, tourism websites, and international promotional platforms, ensuring that Oman’s unique attractions reach a broad and diverse audience. The campaign places special emphasis on niche tourism sectors that have growing appeal among Spanish travelers, including marine tourism, adventure tourism, golf tourism, wedding tourism, cruise tourism, wellness tourism, and cultural and heritage tourism.
To complement the promotional efforts, the Ministry of Heritage and Tourism is organising familiarisation trips for Spanish travel companies to Oman, providing firsthand experience of the country’s tourism offerings.
Regular training sessions are also being conducted for tourism company representatives, helping them gain in-depth knowledge of Oman’s diverse destinations, experiences, and hospitality services.
According to the Tourism Representation Office in Spain, the campaign will employ 58 promotional mediums, with an average of 185 displays and repetitions, ensuring consistent visibility among the target audience. Officials hope that these efforts will strengthen bilateral tourism relations, increase tourist arrivals from Spain, and enhance Oman’s reputation as a premium travel destination in Europe.
In November 2025, the Ministry of Heritage and Tourism (MHT) conducted a promotional campaign in London coinciding with Oman’s participation in World Travel Market (WTM), one of the world’s leading international travel and tourism exhibitions.
The promotion highlighted Oman’s diverse natural, cultural and historical attractions, showcasing the Sultanate as a distinctive and authentic travel destination on the global tourism map.
As part of the promotion, MHT rolled out a public transport advertising campaign across London, featuring captivating visuals of Oman’s most iconic landmarks – including its mountains, wadis, beaches and historic forts – in addition to promoting Omani hospitality and adventure tourism experiences.
These promotions reflected the ministry’s continued efforts to raise awareness on Oman’s tourism potential in key European markets, which remains one of the most important source markets for visitors to the Sultanate.
