Cultural and Natural Heritage Propel Oman’s Tourism Potential, Growth Opportunities Highlighted: Mabrian

Germany emerges as the largest contributor to Oman’s inbound tourism, with France, Italy, and the UK trailing behind.

Oman’s Tourist Activities

Oman’s tourism sector thrives on its rich cultural and natural heritage, as highlighted in a recent analysis by Mabrian, the leading global travel intelligence and tourism advisory firm. The data indicates that while cultural experiences remain vital, activities centered around nature and an active lifestyle are becoming the predominant choices for travelers eager to explore the Sultanate.

Through an examination of trends on major online activity platforms across Oman, the study reveals the significant potential for diversifying Oman’s tourism offerings beyond its cultural roots. Emphasizing nature-based experiences and family-friendly options can help the country tap into new tourist segments and prolong visitor stays.

“Our data intelligence shows clear opportunities to broaden Oman’s tourism offer around experiences beyond its cultural core. Strengthening nature and active experiences in underrepresented regions, along with enhancing online access to family-oriented products, is essential for maximizing our tourism appeal,” states Sonia Huerta, Director of Insights & Tourism Advisory at Mabrian.

Regionally Concentrated Offer—Muscat and Ad Dakhliyah Lead the Way

The findings indicate that 37% of all activities are focused on cultural tourism, linked to local heritage and historical monuments, while nature-related activities make up 28%, and active tourism accounts for 17%. This concentration reflects the potential for further expansion into family-oriented sectors.

Muscat, as the capital and cultural center, offers the highest number of activities (37%), followed by Ad Dakhliyah. Dhofar stands out with its nature offerings, and Musandam captures a unique gastronomic identity influenced by traditional seafood cuisine and regional cultures.

Strong Demand from International Tourists

The analysis also highlights international demand trends, showing that German tourists significantly lead as the primary source market for activities, followed by travelers from France and Italy. Couples and solo travelers constitute the majority of those utilizing online booking platforms for their activities in Oman, underlining the country’s position as a safe destination, especially for women.