A New Era of Discovery in Oman’s Tourism
Oman has long been recognized for its captivating culture, embodied in historical sites and heritage monuments. However, recent trends show that nature and adventure tourism have become equally important aspects of the country’s tourism offerings. According to the study by Mabrian, nature and active experiences now lead as the primary drivers of discovery for travelers to Oman, overtaking the demand for cultural activities. This shift highlights Oman’s growing appeal to a broader range of visitors seeking outdoor adventures in addition to cultural immersion.
The analysis, based on data collected from major online tourism platforms between August and September 2025, indicates that while cultural tourism remains essential, the demand for nature and active experiences is rising. These new experiences are not only increasing Oman’s tourism potential but are also helping to distribute tourist activity more evenly across the country, moving beyond the capital, Muscat, and into less-explored regions.
Regional Diversity in Oman’s Tourism Portfolio
Mabrian’s report identifies a diverse and regionally concentrated portfolio of tourism experiences across Oman. A total of 37% of Oman’s tourism activities are cultural in nature, primarily linked to local heritage, monuments, and historical sites. However, the demand for nature-based experiences (28%) and active tourism (17%), particularly activities by the sea and in Oman’s varied landscapes, now accounts for 45% of the total experiences offered.
Interestingly, family-oriented tourism, although still a smaller segment, presents a growing opportunity. The report suggests that there is significant potential to expand family-focused offerings in Oman, catering to a broader range of family needs and highlighting the existing options available to families with children of all ages.
Muscat and Ad Dakhliyah: The Core of Oman’s Tourism Offerings
According to the report, Muscat and Ad Dakhliyah account for more than half of the activities offered across Oman, with Muscat representing 37% of the country’s total tourism activities. As Oman’s capital, Muscat has long been a hub for cultural experiences, serving as the main gateway for international visitors. Its blend of ancient architecture and modern amenities provides the perfect setting for a cultural exploration, making it a must-visit destination for many tourists.
Ad Dakhliyah, with its impressive forts, canyons, and traditional villages, complements Muscat’s urban offerings. The region’s unique landscapes, offering outdoor experiences such as hiking, camping, and photography, make it an attractive destination for nature enthusiasts and those looking to experience the quieter, rural side of Oman.
Expanding Potential in Dhofar and Musandam
Dhofar, located in the south of Oman, shows significant untapped potential in terms of expanding its tourism offerings. Known for its nature-based experiences and the popular Khareef season, which brings cooler temperatures and lush landscapes, Dhofar’s tourism offerings are mainly centered around the coastal region. The study reveals that there is substantial opportunity to increase its online tourism presence, particularly by diversifying the activities available to visitors.
Meanwhile, Musandam, a region known for its exceptional seafood and unique gastronomic offerings, stands out for its cultural and food-related experiences. While it is less known for cultural activities compared to other regions, the region’s culinary experiences, shaped by cross-cultural influences from the Gulf region, are rising in prominence, attracting tourists looking for a unique and flavorful journey.
International Demand and Market Insights
Mabrian’s report also focuses on international demand for Oman’s tourism experiences, revealing that foreign travelers play a pivotal role in shaping the country’s tourism activity. According to the study, Germany leads as the top source market for Oman’s tourism, followed by France, Italy, and the United Kingdom. Domestic tourism demand remains somewhat limited, possibly due to the lower use of online platforms for activity bookings by local residents.
Looking deeper into the preferences of European travelers, the study shows that Germans are especially drawn to nature-based experiences, with 34% of their interest focused on outdoor and environmentally conscious activities. Italians, on the other hand, place a strong emphasis on cultural experiences (31%), with a notable interest in gastronomy as part of their travel experience. French visitors, meanwhile, have a more balanced interest across all activity categories, enjoying a mix of cultural, nature, and active experiences.
Targeting New Segments and Customizing Experiences
Mabrian’s data also identifies key tourist segments, including couples (39%) and solo travelers (25%), as the primary demand drivers for Oman’s tourism experiences. Groups and families account for a smaller portion of the demand, but as family-oriented activities expand, this segment is likely to grow significantly.
The report emphasizes the opportunity for Oman to further target these segments by creating customized, region-specific itineraries and highlighting the unique experiences that each part of the country offers. Such segmentation could not only drive more visitors to underrepresented regions but also increase the length of stays, offering more sustainable growth for Oman’s tourism sector.
A Bright Future for Oman’s Tourism
Oman’s tourism sector is on the brink of significant transformation. The combination of cultural heritage and natural landscapes, along with the growing interest in nature and active experiences, creates a dynamic and evolving market for tourists. With targeted expansions in underrepresented regions, a focus on family-oriented products, and customized itineraries, Oman has the potential to strengthen its position as a leading travel destination in the region.
Mabrian’s analysis has brought to light the need to further diversify Oman’s tourism offerings. As potential new international tourists seek to explore the beauty and culture Oman has to offer, the opportunities to further diversify Oman’s tourism offerings will continue to grow.
Tags: Oman’s Tourism, Mabrian’s analysis, Muscat Ad Dakhliyah
