Wednesday 04 / November / 2026
London— The Sultanate of Oman, represented by the Ministry of Heritage and Tourism, is participating in the World Travel Market (WTM) in London, which runs until 5 November.
The Sultanate of Oman's pavilion at the exhibition includes 29 institutions from the Omani tourism sector, aiming to promote the unique tourism capabilities with which the Sultanate of Oman abounds, expand commercial partnerships, and open new horizons for cooperation with major travel companies, tour operators, and international airlines.
This participation comes as part of ongoing efforts to strengthen the Sultanate of Oman's position in international tourism markets and introduce diverse tourism experiences that combine heritage and cultural authenticity, pristine nature, adventure, and Omani hospitality, as well as highlight promising investment opportunities in this vital sector.
The Omani pavilion provides an effective platform for direct communication between national tourism institutions and their international partners to discuss developing joint tourism programs, enhance the presence of Omani destinations among global tour operators, and attract more visitors from various countries worldwide, particularly the British and European markets.
Sayyid Ibrahim Said Al Busaidi, Minister of Heritage and Tourism, emphasized that the Sultanate of Oman's participation in this global forum reflects a keenness to expand its presence in the international travel industry and present a unique tourism experience whose value derives from the identity of the place, the richness of its cultural and natural components, and the Omani citizen as a fundamental partner in the visitor experience.
He stated in a press statement: "We come to London with a message inviting the world to discover the Sultanate of Oman—a safe and welcoming destination where visitors find a rich diversity of experiences enabling them to transition between mountains, wadis, deserts, and coasts, and discover historic villages, forts, and traditional markets within a journey combining enjoyment and knowledge."
He added that the distinctiveness of the Omani experience stems from the close interconnectedness among nature, culture, and daily life, pointing out the commitment to fulfilling the aspirations of various categories of tourists, whether those seeking family tourism, luxury accommodations, mountain trails and exploration, or relaxation.
Al Busaidi explained that the World Travel Market represents an opportune occasion to work with international partners to turn this diversity into attractive tourism programs and facilitate trip planning to various governorates of the Sultanate of Oman, praising the deep-rooted Omani-British relations that form a solid foundation for expanding cooperation in tourism and investment.
He affirmed that the current trajectory focuses on sustainable tourism development that enhances economic added value, preserves environmental and heritage assets, and supports small and medium enterprises (SMEs) and local communities, thereby contributing to job creation and supporting the targets of "Oman Vision 2040" to raise the tourism sector's contribution to the national economy.
The first day of the Sultanate of Oman's participation witnessed a series of official meetings to discuss tourism cooperation opportunities.
Sayyid Ibrahim Said Al Busaidi, Minister of Heritage and Tourism, met with the Minister of Tourism of the Kingdom of Saudi Arabia, the Minister of Tourism and Antiquities of the Arab Republic of Egypt, and the Chairman of Qatar Tourism. The meetings discussed enhancing cooperation, exchanging expertise in promotion, developing tourism products and experiences, and stimulating tourism movement, in addition to holding professional meetings related to the British and Irish markets, and a media briefing with British media outlets to highlight the Sultanate of Oman's assets as a year-round tourism destination.
In the context of promoting business tourism and events, the Sultanate of Oman announced its hosting of the Exclusive Wedding Planners Congress (EWPC 2027), which brings together more than 500 participants from 80 countries across various continents in cooperation with the organizing company Exito, consolidating the Sultanate of Oman's presence as a leading destination for luxury weddings and private celebrations by leveraging its hotel infrastructure and natural diversity.
The pavilion celebrated the selection of the Sultanate of Oman by the global organization Lonely Planet among the top recommended travel destinations for 2027 and its crowning as "Best for Arab Hospitality," supporting the introduction of its experiences to the international travel audience and enabling the utilization of this presence in media and promotional activities.
Azzan Qasim Al Busaidi, Undersecretary of the Ministry of Heritage and Tourism for Tourism, confirmed that the participation of 29 Omani tourism institutions allows presenting a comprehensive picture of the range of services and programs available to visitors, and enhances the ability of the private sector and national institutions to build direct relationships with international buyers. He explained that the Ministry is working on coordinating bilateral B2B meetings, focusing on cultural tourism, adventure, luxury hospitality, and MICE (meetings, incentives, conferences, and exhibitions) tourism, as well as following up on their outcomes to translate them into active partnerships.
In a related context, Oman Airports is participating in the exhibition to enhance integration between the tourism and aviation sectors, as well as explore opportunities to operate new air routes and increase flights.
Haitham Al Taie, Acting CEO of Oman Airports, stated: "Air connectivity represents a primary driver of economic growth and a fundamental pillar for enhancing the Sultanate of Oman's competitiveness. Our participation provides an opportunity to develop the air destination network, build strategic partnerships, and leverage the momentum of deep-rooted Omani-British relations to expand fields of cooperation."
The participation features a prominent presence of small and medium enterprises. Asaad Saud Al Akhzami, founder of Nomad in Oman, stated: "Our participation within the Sultanate of Oman's pavilion represents an opportunity to present our services and products to buyers and specialists, and to discuss cooperation opportunities with tourism agents and tour operators to develop programs that introduce the diversity of Omani destinations through experiences combining nature, heritage, and interaction with the local community."
The Ministry of Heritage and Tourism and Omani institutions will continue over the next two days to execute the program of commercial meetings, media activities, and promotional events to maximize the Omani tourism sector's economic contribution in international markets.
