Published on
January 21, 2026
Oman has launched an ambitious tourism campaign in Spain, aiming to attract seventy thousand visitors by highlighting the country’s unique blend of rich heritage, thrilling adventure experiences, and luxurious travel offerings. With Spain being one of Europe’s top outbound markets, Oman is positioning itself as a year-round destination that caters to diverse traveler interests. From its cultural landmarks and historical sites to its pristine landscapes perfect for adventure tourism, and its high-end resorts offering wellness and luxury, Oman seeks to captivate Spanish tourists looking for an unforgettable travel experience that combines tradition, exploration, and relaxation.
Oman Launches Major Tourism Campaign in Spain, Targeting Over 70,000 Visitors
Oman has unveiled an ambitious tourism promotion campaign aimed at enticing travelers from Spain, one of Europe’s key outbound markets, with an eye toward expanding its global reach. The campaign, launched in conjunction with the opening of the FITUR 2026 International Tourism Fair in Madrid on January 21, marks a significant step in Oman’s strategy to position itself as a must-visit destination for international tourists.
A Focus on Cultural and Heritage Tourism
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Led by the Ministry of Heritage and Tourism, the initiative targets more than 70,000 potential visitors in Spain, leveraging the country’s interest in cultural, heritage, and historical tourism. Spanish travelers, known for their appreciation of rich history and cultural experiences, are seen as a perfect fit for Oman’s offerings. The campaign’s primary goal is to showcase Oman’s vast cultural wealth, which is steeped in history and tradition, yet continues to evolve with modern attractions.
The campaign emphasizes Oman’s diverse tourism portfolio, offering Spanish tourists an extensive array of experiences that range from cultural and heritage tours to adventure and luxury travel. This broad offering aims to position Oman as a year-round destination for both adventure seekers and those looking for a more relaxed, cultural experience.
Familiarisation Trips for Spanish Travel Agents
As part of the campaign, Oman has organized familiarisation trips for Spanish tour operators and travel agents, allowing them to experience the country’s tourism offerings firsthand. These trips are designed to equip local professionals with in-depth knowledge about the destination, so they can confidently recommend Oman to their customers. By facilitating these experiences, Oman is ensuring that Spain’s travel industry fully understands the unique attractions the Sultanate has to offer.
In addition to the familiarisation trips, the Ministry of Heritage and Tourism is running regular training programs for tourism professionals. These sessions are aimed at raising awareness about Oman’s tourism products and fostering a deeper understanding of the Sultanate’s potential as a travel destination. By offering these educational initiatives, Oman seeks to solidify its position in the Spanish market as a top destination for cultural and adventure tourism.
Strategic Promotion of Oman’s Diverse Attractions
The Sultanate’s tourism campaign in Spain highlights a wide range of specialized tourism products that cater to various traveler interests. These include cruise tourism, adventure tourism, luxury stays, golf, wellness, and even wedding tourism. Through these offerings, Oman is presenting itself as a versatile and attractive destination for a broad spectrum of tourists.
One key aspect of the campaign is its focus on Oman’s thriving cruise tourism sector. The Sultanate is home to several stunning coastal cities, making it an ideal stop for cruise lines operating in the Arabian Gulf. The campaign underscores the luxury and convenience of experiencing Oman via a cruise, highlighting its world-class infrastructure and serene landscapes.
In addition, adventure tourism is a key pillar of Oman’s appeal. The country’s diverse geography, including vast deserts, rugged mountains, and pristine beaches, provides endless opportunities for outdoor activities such as hiking, trekking, and camping. Oman is also gaining recognition for its sustainable adventure tourism, with a growing number of eco-friendly travel experiences on offer.
Reaching the Spanish Audience through Multiple Channels
Oman’s tourism promotion campaign is being executed across a wide range of channels to maximize visibility and reach. The campaign is active on social media platforms, where visually appealing content showcases the Sultanate’s natural beauty, cultural heritage, and luxury offerings. Tourism websites and international promotional portals also serve as vital touchpoints, ensuring that potential travelers in Spain have easy access to information about Oman’s attractions.
By leveraging both traditional and digital media, Oman is reaching a diverse audience and building brand awareness in Spain. The goal is not only to attract tourists but to create lasting impressions that encourage repeat visits and word-of-mouth recommendations among Spanish travelers.
Oman’s Commitment to Sustainable and Year-Round Tourism
Oman’s tourism campaign is designed to ensure sustainable tourism development, aligning with global trends and environmental considerations. The Sultanate is committed to preserving its natural and cultural heritage while catering to the evolving needs of today’s tourists. As such, the promotion of wellness and luxury tourism, alongside adventure and cultural offerings, positions Oman as a year-round destination for travelers seeking both relaxation and adventure.
Spanish tourists are known for their enthusiasm for sustainable travel, and Oman is capitalising on this trend by promoting its eco-tourism initiatives, which focus on conservation and minimizing environmental impact. Whether it’s through responsible wildlife tourism or sustainable hotel options, Oman is demonstrating its dedication to offering a green, responsible tourism experience.
Oman has launched a bold tourism campaign in Spain with the goal of attracting seventy thousand visitors by showcasing its rich heritage, adventure tourism, and luxury offerings. The campaign positions Oman as a year-round destination, appealing to Spanish travelers seeking diverse experiences from cultural exploration to high-end relaxation.
Oman’s launch of its tourism promotion campaign in Spain at the FITUR 2026 International Tourism Fair marks a new chapter in the Sultanate’s tourism expansion efforts. By targeting the Spanish market, known for its appreciation of culture, history, and adventure, Oman is positioning itself as a destination that can cater to a wide range of travel interests. Through a combination of familiarisation trips, training programs, and robust digital marketing, Oman aims to attract over 70,000 Spanish visitors in the coming years. With its diverse range of tourism products and a focus on sustainable, year-round tourism, Oman is setting itself up for a successful future in Spain’s competitive travel market.
