Haitham Alghassani: FITUR is a key platform for reinforcing Oman's presence in the Spanish market

How did Oman's tourism industry perform in 2024 and what are its prospects for 2025?

In 2024, Oman recorded a solid recovery in international tourism, with strong growth in European markets, especially Spain. The increase in visitors interested in cultural, nature and luxury tourism has reinforced the country's position as an authentic destination far removed from overcrowding.

The outlook is positive for 2025, with sustained growth driven by the momentum of emerging destinations such as Duqm, as well as the diversification of immersive experiences across Oman. This strategy is aligned with the country's vision of offering high value propositions for travellers, which in turn match the behaviour of the Spanish traveller.

Our target is to achieve a 30% annual increase in Spanish tourist arrivals from 2030 onwards, confirming Spain's strong potential as a key source market in Oman's tourism expansion plans.

What actions does the Government of Oman plan to take to establish itself as a key tourist destination in the region?

We have an ambitious roadmap to consolidate our position as a key tourist destination in the region, with the goal of reaching more than 11 million international visitors by 2040; and we are doing so by committing to a development model that is balanced between modernity, authenticity and sustainability. Our commitment to the preservation of the natural and cultural environment is strong; and we must ensure that the industry is respectful, responsible and sustainable.

We are prioritising strategic investments in infrastructure, air connectivity and quality of tourism services for a better first class experience, from arrival in the country, through all stages and experiences of the trip.

In this regard, Oman Air has officially joined the oneworld alliance, enabling us to connect to more than 900 destinations worldwide and significantly strengthening our international accessibility. This milestone marks an important step in our ambition to open Oman to the world in an efficient and quality manner.

It mentioned the diversification project with the promotion of the Duqm coastal area, a strategic enclave to attract both international travellers and investors, adding the natural beauty and potential of the region. We are also revaluing other heritage assets, such as the Al Jalali Fort in Muscat. This initiative combines history and technology to offer visitors an immersive and educational experience, in line with contemporary cultural tourism trends. 

Which tourism segments and market niches have you decided to promote?

We focus our tourism development strategy on an intelligent diversification of our offer, strengthening market segments and niches that connect with the motivations of international travellers, especially the Spanish traveller, eager for authenticity, quality, culture and sustainability.

Highlights include cultural and heritage tourism, with immersive experiences in fortresses and historical sites, as well as activities with a strong link to the local area; nature and adventure tourism, with hiking routes, desert and marine activities; and premium and wellness tourism, focused on wellness and personalised services. We also promote experiential tourism, which is highly valued by Spanish travellers who are looking for authenticity and destinations that are not overcrowded. This leads us to maintain an ecotourism and sustainable offer as one of the central pillars of our strategy for responsible and sustainable tourism.

 What is the relationship between the tourism industries in Oman and Spain?

We see Spain, with travellers seeking authentic, safe and culturally rich destinations, as one of our priority and growth markets in our international expansion strategy. In this context, we are consolidating strategic alliances with different actors in the tourism industry and we want to open up to new collaborations. Our goal is to strengthen Oman's visibility and boost demand.

We are also promoting joint initiatives focused on cultural and experiential tourism, closely aligned with the Spanish traveller, along with efforts to improve air connectivity between the two countries. This cooperation is based on a natural affinity, as Oman and Spain share essential tourism values, such as hospitality, respect for heritage and a commitment to quality and responsible tourism.

How important is Oman's participation in FITUR for boosting the country's tourism industry?

Participating in FITUR is of great strategic importance for the tourism industry. As a leading international trade fair, it is a key platform to reinforce our presence in the Spanish market, which is key to our expansion plan. FITUR enables us to strengthen institutional and commercial ties with key players in Spanish tourism, generate new alliances and explore opportunities for collaboration, as well as media exposure.

But beyond promotion, we see how FITUR also contributes to the positioning of the country brand, positioning Oman as an emerging destination of reference in the Arab world, capable of offering authentic, cultural experiences with high added value. 

Can you give us a preview of some of the proposals you will be taking to FITUR 2026?

Although it is still too early to officially announce the details, we plan to present a series of proposals at FITUR 2026 that will consolidate our evolution and work as a strategic and sustainable tourist destination. All of this by showing our essence, culture and tradition, as we did at the last edition, where we were even recognised as one of the best stands at FITUR.