Oman Launches Visa Campaign to Attract High-Spending Tourists and Digital Platform Targeting 26 Countries

Partnership promotes luxury hospitality and adventure experiences through digital booking, while an AI-powered platform in eight languages supports international travel companies.

The Sultanate of Oman has launched an international tourism campaign in partnership with Visa and the national travel operator, targeting high-spending visitors and promoting luxury hospitality, adventure tourism and marine activities. The initiative coincides with the introduction of a digital platform serving tourism partners across 26 countries.

Both initiatives were announced at World Travel Market London 2026, in the presence of Sayyid Ibrahim bin Said Al Busaidi, Minister of Heritage and Tourism, as part of efforts to modernise tourism marketing and connect international promotional campaigns with direct bookings.

The campaign targets Visa cardholders worldwide, using data analytics to identify travellers interested in premium tourism experiences and deliver tailored offers.

Selected travel packages will be promoted through the Experience Oman platform and application, allowing visitors to explore tourism experiences and book them digitally.

The partnership's financial value and booking targets have not been disclosed.

Oman's Ministry of Heritage and Tourism also unveiled the Oman Tourism Hub, a digital platform available in eight languages and covering 26 countries.

Designed to support tour operators and travel companies, the platform features AI-powered itinerary planning tools, a virtual assistant named Dalila, online training programmes, webinars and specialised tourism information.

These services aim to help international partners develop and market Omani tourism products more effectively.

The two initiatives reflect Oman's shift towards targeted tourism marketing, combining traveller data with digital booking opportunities rather than relying solely on broad promotional campaigns.

However, their success will ultimately depend on confirmed bookings, average visitor spending and actual revenue generated for tourism businesses.

These performance indicators have yet to be announced.