Muscat – Ministry of Heritage and Tourism (MHT) conducted a promotional campaign in London coinciding with Oman’s participation in World Travel Market (WTM), one of the world’s leading international travel and tourism exhibitions.

The promotion highlighted Oman’s diverse natural, cultural and historical attractions, showcasing the sultanate as a distinctive and authentic travel destination on the global tourism map.

As part of the promotion, MHT rolled out a public transport advertising campaign across London, featuring captivating visuals of Oman’s most iconic landmarks – including its mountains, wadis, beaches and historic forts – in addition to promoting Omani hospitality and adventure tourism experiences.

The promotion reflected the ministry’s continued efforts to raise awareness on Oman’s tourism potential in key European markets, particularly in the United Kingdom, which remains one of the most important source markets for visitors to the sultanate.

According to MHT, the promotion was part of a broader global marketing strategy to enhance Oman’s presence in major international markets and promote the sultanate’s diverse, year-round tourism offerings.

The promotion aimed to attract greater interest from British tour operators and travel companies, foster new partnerships that will enhance inbound tourism in the coming seasons, and support the sultanate’s efforts to achieve sustainable tourism growth in line with Vision 2040 objectives.