Oman’s tourism sector is preparing for an ambitious transformation, with the Sultanate targeting over 11 million annual visitors by 2040. Central to this vision is India, a market that has consistently ranked among Oman’s top sources of international arrivals. Through new initiatives such as the recently held “Focus Oman 2025” event in Jaipur, the country is intensifying its outreach to Indian travelers and trade partners while reshaping its global tourism narrative.
Expanding Beyond Luxury: A Diversified Appeal
Long celebrated for its luxury resorts and exclusive getaways, Oman is broadening its tourism proposition to appeal to a wider spectrum of travelers. The Ministry of Heritage and Tourism is positioning the country as a year-round destination with offerings that range from soft adventures like hiking and snorkeling to challenging pursuits such as diving and mountain trekking.
Adventure tourism, in particular, is emerging as a focal point. With its pristine beaches, rugged mountains, and desert landscapes, Oman is cultivating an image as a hub for active travel experiences. Families, millennials, and senior travelers alike are being targeted through packages that balance adventure with safety and cultural immersion.
Simultaneously, Oman is stepping up efforts in the MICE (Meetings, Incentives, Conferences, and Exhibitions) and destination wedding segments. Picturesque venues, luxury infrastructure, and traditional hospitality are helping the country position itself as a distinctive alternative to more established wedding and event destinations. The integration of Omani cultural heritage—from cuisine and music to historic forts and souqs—adds a unique layer to these experiences.
Focus Oman 2025: Strategic Engagement with India
India’s role in Oman’s tourism vision was underscored during Focus Oman 2025, a four-day B2B showcase in Jaipur. Bringing together Omani luxury hotels, destination management companies (DMCs), and attraction providers with Indian travel agents, wedding planners, and MICE operators, the event emphasized personalized engagement over scale.
Unlike traditional trade shows, the format ensured one-on-one meetings, allowing each exhibitor to connect directly with agents. Several business agreements were finalized during the event, marking a significant step forward in enhancing bilateral tourism cooperation.
For Oman, this initiative reflects an understanding of India’s complexity as a market. With its population of over 1.4 billion and highly diverse traveler base, targeted engagement is essential. The Sultanate’s tourism authorities are expanding outreach beyond metros to tap into emerging Indian travel hubs, with a strong focus on younger and experience-driven travelers.
Growth Projections and Competitive Advantage
Oman welcomed nearly 4 million visitors in 2023, up from pre-pandemic levels of 3.2 million. Although 2024 saw a temporary dip due to regional instability, the country remains on track to scale its numbers significantly over the next decade and a half.
Its geographic location, at the crossroads of Africa, Asia, and Europe, serves as a natural advantage. Coupled with modern infrastructure and an evolving tourism ecosystem, Oman is positioning itself as an accessible yet distinctive destination for both regional and long-haul travelers.
Sustainability and Local Community Involvement
Sustainability forms a cornerstone of Oman’s long-term strategy. The Ministry of Heritage and Tourism is prioritizing responsible travel practices, ensuring that development does not compromise the environment and that tourism directly benefits local communities.
Heritage preservation is also central. With more than 1,000 castles and forts, many of which are open to visitors, Oman is investing in conservation while creating authentic cultural experiences. Additionally, initiatives such as licensing traditional Omani houses as guest accommodations allow visitors to engage with local culture while supporting community livelihoods.
Challenges and Opportunities Ahead
Despite strong momentum, Oman acknowledges the challenges of expanding in a vast and competitive market like India. Building awareness across diverse segments requires continuous investment in digital campaigns, influencer-led storytelling, and regional roadshows.
At the same time, global travel shifts post-pandemic—particularly the demand for nature-based and wellness-driven experiences—play to Oman’s strengths. Its landscapes, outdoor adventure offerings, and cultural depth align closely with evolving traveler preferences.
Towards Oman Vision 2040
As Oman advances towards its 2040 tourism target, the country is adopting a balanced approach: ambitious in scale but measured in execution. By integrating sustainability, cultural authenticity, and global-standard infrastructure, the Sultanate aims to carve a distinctive identity in the Middle East’s competitive tourism landscape.
For India, Oman’s message is clear—a destination where luxury meets adventure, heritage blends with modernity, and every journey carries a story worth telling. With initiatives like Focus Oman setting the tone, the two countries are poised to deepen tourism ties, shaping a new era of cross-border travel exchange.
