Friday, July 4, 2025

Oman has launched a targeted tourism campaign aimed specifically at France, Belgium, and Switzerland to strengthen its appeal among European travelers seeking authentic and culturally rich experiences. By highlighting the Sultanate’s diverse landscapes, historical heritage, and world-renowned hospitality, the campaign is designed to boost visibility in French-speaking markets and attract high-value visitors. Strategic partnerships with European media and travel agencies, alongside a broad international marketing effort, underscore Oman’s goal of positioning itself as a top destination for discerning travelers from these key countries.

France, Belgium, and Switzerland have been identified as key priorities in Oman’s new tourism outreach, as the Sultanate rolls out a specialized campaign designed to attract European travelers. By spotlighting its vibrant culture, scenic diversity, and warm hospitality, Oman seeks to strengthen its presence within French-speaking European markets. This renewed marketing push is part of a broader international strategy designed to secure Oman’s position as a high-quality destination in the competitive global tourism arena.

Oman’s tourism authorities have identified France, Belgium, and Switzerland as strategic focus markets in their revitalized international outreach plan. Recognizing the growth potential of French-speaking Europe, the campaign is tailored to appeal to travelers seeking authentic, immersive experiences grounded in cultural discovery, natural beauty, and traditional Arabian charm.

This move reflects a calculated shift in Oman’s outreach—one that leverages the strong cultural ties and established travel interest from Western European countries. France, in particular, has historically ranked among the top source countries for tourists arriving in the Sultanate, indicating a promising foundation for further growth.

The campaign has been crafted with three main objectives. First, to increase Oman’s brand recognition and desirability among European travelers. Second, to communicate the wide spectrum of experiences available in the country—from the dramatic Hajar Mountains and serene coastlines to bustling souqs and UNESCO-listed heritage sites. And third, to foster lasting engagement with travel agencies, media, and tourism companies in Europe.

In pursuit of its tourism goals, Oman’s tourism ministry has partnered with a prominent French public relations agency to strengthen its outreach across France, Belgium, and Switzerland. This partnership is expected to boost outreach through professional networks and create lasting ties with travel trade operators in France, Belgium, and Switzerland.

Oman’s campaign spans a diverse range of promotional channels, designed to maximize reach across multiple media formats and environments. In March 2025, the Sultanate launched an ambitious international marketing push, utilizing high-traffic urban spaces and transportation hubs across Europe.

In major cities, taxis and buses carried striking visuals promoting Oman as a dream destination. Billboards at train stations and digital screens in shopping malls displayed immersive images of Omani landscapes, architectural marvels, and welcoming hospitality scenes. Simultaneously, television advertisements and digital content further reinforced the campaign’s messaging across France, Belgium, and Switzerland.

This broad, multimedia approach ensures that Oman remains visible in the daily lives of European consumers while reinforcing its identity as a unique and high-quality travel destination.

Oman’s collaboration with marks just one aspect of a broader effort to integrate with European travel networks. The campaign also focuses on active engagement with tourism companies and travel agencies operating in the three target markets. Through direct outreach, workshops, and trade events, the ministry seeks to promote new itineraries and customized travel packages that cater to European preferences.

Oman’s tourism authority has partnered with more than fifty international media platforms to amplify its promotional reach far beyond the borders of Western Europe. These partnerships help ensure consistent global coverage while tailoring region-specific narratives to resonate with local audiences.

The heart of the campaign lies in its storytelling—bringing to life Oman’s unmatched diversity as a travel destination. The campaign promotes a multifaceted image of the country, where visitors can explore ancient forts and mosques, trek through dramatic mountain valleys, sail along sun-kissed coastlines, and wander traditional markets rich in history and local craftsmanship.

Unlike many other destinations, Oman offers a combination of raw natural beauty and cultural depth that remains relatively untouched by mass tourism. This authenticity appeals strongly to modern European travelers, especially those from France, Belgium, and Switzerland who often seek meaningful and less commercialized travel experiences.

By focusing on these elements, the campaign distinguishes Oman from more mainstream regional destinations and highlights its appeal as an exclusive, yet accessible, Arabian escape.

While France, Belgium, and Switzerland are currently the focus of this specific campaign, they form just one part of a larger mosaic of Oman’s global tourism outreach. The Sultanate is simultaneously preparing to expand its presence in other strategic international markets. Plans are underway to open dedicated tourism representative offices in China, Russia, Spain, Latin America, and Southeast Asia.

These expansions are intended to build Oman’s presence across continents, diversify its visitor base, and create resilience against market fluctuations. With each new regional office, Oman aims to deliver localized marketing strategies, strengthen B2B relationships, and provide consistent support for travel professionals representing the country abroad.

The scale and sophistication of the campaign underscore Oman’s rising ambitions in the global tourism landscape. Since early 2025, the Sultanate has significantly increased its investment in tourism marketing, signaling a strong commitment to the sector as a pillar of economic diversification.

With coordinated media placements, international collaborations, and strong government backing, Oman’s tourism strategy aligns with the nation’s broader goals under Vision 2040—a national blueprint for economic transformation that identifies tourism as a key growth engine.

In line with this vision, Oman is not only promoting its existing tourism assets but also investing in infrastructure, hospitality training, and sustainability initiatives to ensure long-term visitor satisfaction and community benefit.

France has consistently contributed to Oman’s visitor arrivals, positioning it as a strategic focal point in the Sultanate’s latest European tourism outreach. Belgium and Switzerland, while smaller markets in absolute terms, offer high-value travelers known for their preference for culturally enriching and nature-based experiences—attributes that align closely with Oman’s core offerings.

The ministry’s targeting of these three markets reflects a strategic focus on quality over quantity, aiming to attract travelers who stay longer, spend more, and engage deeply with local culture. By positioning Oman as a refined alternative to more saturated tourist spots, the campaign taps into growing demand for experiential, slow, and responsible travel.

The campaign is set to continue through the remainder of 2025, with upcoming phases focused on travel expos, influencer collaborations, and digital storytelling tailored to French-speaking audiences. Oman will also launch a series of curated travel itineraries in French, designed to guide visitors through diverse regions such as Muscat, Nizwa, Salalah, Sur, and the Empty Quarter.

Interactive content, including virtual reality previews and immersive video tours, will feature prominently in the next phase, allowing potential travelers to sample the Omani experience before departure. Additional engagement with travel agents through virtual roadshows and online toolkits will further empower the European travel trade to promote Oman effectively.

The Sultanate is aiming at France, Belgium, and Switzerland with its recent tourism campaign in a bid to woo European tourists with its rich heritage sites, natural beauty, and warm hospitality. Its objective is to raise the profile of the Sultanate in the major Francophone markets and record high-value growth in tourism.

Oman’s latest promotional initiative aimed at France, Belgium, and Switzerland represents a significant advancement in its global outreach to attract international tourists. By spotlighting its cultural depth, natural wonders, and enduring hospitality, the Sultanate is carving out a distinct identity in the competitive European travel market. Backed by global partnerships, creative storytelling, and strategic investment, Oman is well-positioned to capture the imagination of European travelers and secure its place among the Middle East’s most compelling destinations.

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