Saturday 31 / October / 2026
Muscat: The Sultanate of Oman, represented by the Ministry of Heritage and Tourism, will participate in the World Travel Market (WTM) 2026 in London from November 3 for three days, aiming to strengthen its presence in international tourism markets and attract more visitors.
The participation will provide an opportunity to promote Oman’s tourism offerings, expand cooperation with international travel companies and tour operators, and establish commercial and marketing partnerships to develop tourism products and experiences.
Haitham bin Mohammed Al Ghassani, Director General of Tourism Promotion and official spokesperson for the Ministry of Heritage and Tourism, said the participation would highlight Oman’s distinctive tourism experiences, which combine rich heritage, diverse natural attractions and quality services.
He noted that the ministry aims to expand partnerships with international tour operators and travel companies, translating business meetings into tourism programmes and products that attract visitors, extend their stays and increase opportunities for Omani tourism enterprises.
Al Ghassani added that the British market remains a key focus of Oman’s promotional efforts. Campaigns combining outdoor advertising, digital marketing and partnerships with tourism companies and media organisations are being implemented to highlight the country’s diverse attractions and encourage travel to Oman.
The promotional activities include advertisements on buses and taxis in London and Windsor, alongside partnerships with British companies. These initiatives, running from August 2026 through the first quarter of 2027, aim to stimulate demand and encourage direct bookings.
Oman’s pavilion at this year’s exhibition will feature 29 institutions, including Oman Tourism Development Group (Omran), national travel operator Visit Oman, Oman Airports, Oman Air, the National Museum, Oman Across Ages Museum and Oman Botanic Garden. Their participation reflects a coordinated effort to showcase the country’s natural, cultural and tourism offerings.
The programme will include meetings with international tourism companies and institutions to explore cooperation opportunities and increase visitor arrivals. The ministry and its strategic partners will also introduce new promotional programmes and present Omani tourism products to tour operators and travel agents.
The exhibition will further enable Omani tourism enterprises, particularly small and medium-sized businesses, to showcase their products and services, establish direct links with international buyers and partners, and explore opportunities to expand into overseas markets.
Oman’s participation comes amid rising visitor numbers from the United Kingdom. According to the National Centre for Statistics and Information, arrivals from the UK reached 103,544 in 2025, up 10.4 per cent from 93,714 in 2024.
The participation coincides with additional promotional activities in the British market, including advertising campaigns, media collaborations, partnerships with tourism companies and digital campaigns planned for November and December to raise awareness of Oman as a destination and encourage bookings.
The World Travel Market London is one of the leading international exhibitions for the travel and tourism industry. It attracts participants from more than 180 countries and over 46,000 attendees, bringing together destinations, travel companies, buyers and decision-makers to explore industry trends, digital transformation and new business opportunities.
The three-day event provides a platform for developing international partnerships, exchanging expertise and identifying opportunities to strengthen tourism cooperation and business growth.
