Saturday 08 / November / 2025
London: The Sultanate of Oman, as part of its active participation in the World Travel Market 2025 held in London, won 3 awards within the “Wanderlust 2025” global awards, in the fields of adventure tourism, heritage and cultural tourism and sustainable tourism, confirming its position as one of the most prominent diverse tourist destinations rich in authentic and sustainable experiences.
Oman’s participation in this event also included the signing by the Ministry of Heritage and Tourism, represented by its promotional platform ‘Discover Oman’, of a new strategic partnership with the “Discover Qatar” platform, which aims to enhance regional tourism cooperation and promote multi-destination travel between the Sultanate of Oman and the State of Qatar.
Under this new strategic partnership, the two platforms will work to develop integrated tourism packages and joint promotional initiatives aimed at encouraging visitors from key international markets, particularly from Asia and Europe, to explore both destinations in one trip.
Italy, Spain and China will serve as pilot markets for the application of the joint cooperation concept, utilising the joint representative office of the two parties in Italy to launch joint promotional events and activities.
The partnership will also include organising joint promotional tours, unified participation in major international tourism events and exhibitions, as well as collaborating with major tourism and travel companies to develop and market joint packages for the two destinations, which combine the cultural and heritage experiences that characterise both the Sultanate of Oman and the State of Qatar.
On the other hand, the Ministry of Heritage and Tourism, in partnership with the Ministry of Culture, Sports and Youth, announced during this participation a project to issue a book about the Sultanate of Oman that embodies its cultural and tourist status within the series of international publications that deal with the most prominent luxury destinations around the world in cooperation with the international publishing house “Assouline”, which specialises in issuing luxury books. This is in line with the tourism marketing strategy to target the public interested in luxury tourism.
The Ministry also celebrated the launch of the book “Oman, Jewel of the Arabs” in cooperation with the British-Omani Society and the Embassy of the Sultanate of Oman in London.
This book documents an exploratory journey undertaken by a number of young Omanis and interested British people that lasted 30 days along the coasts of the Sultanate of Oman, from Ras al-Hadd in the South Sharqiyah Governorate to the Wilayat of Salalah in the Dhofar Governorate, passing through the North Sharqiyah and Al Wusta Governorates, using traditional means of transport such as camels and walking, and modern means of transport such as four-wheel drive vehicles at the beginning of this year. This journey is a re-enactment of the route of the British explorer Bertram Thomas, one of the most prominent British explorers, who undertook it in 1928.
It is hoped that the Sultanate of Oman will host the Association of Independent Tour Operators (AITO) 2026 conference, which coincides with the association’s 50th anniversary and is one of the most prominent annual events in the travel and tourism sectors.
This is part of the Ministry’s plan to promote Oman’s tourism assets in the British market next year.
The conference aims to discuss the latest trends in the tourism sector, exchange experiences, and develop future strategies for promoting tourist destinations around the world, with the attendance of about 150 participants from tour operators, travel agents, and tourist destination experts.
It is worth mentioning that the Sultanate of Oman participated with a pavilion at the World Travel Market 2025, which presented a rich experience reflecting the diversity of tourism and heritage, highlighting the tourism experiences it offers, and promoting cooperation and partnerships to support the growth of Oman.
