Oman Launches Visa-Backed Luxury Tourism Campaign
Oman is strengthening its international tourism strategy through a new partnership with global payments company Visa and the launch of a digital tourism platform. The initiatives aim to attract high-spending international visitors and expand the country’s presence in key travel markets.
Announced on November 5, 2026, at the World Travel Market (WTM) London 2026, the campaign brings together Oman’s Ministry of Heritage and Tourism, Visa and the National Travel Operator.
The campaign focuses on luxury holidays, adventure tourism and marine experiences. Meanwhile, the newly introduced Oman Tourism Hub will help local and international travel partners promote destinations and develop tourism packages.
Together, the initiatives support Oman’s wider efforts to strengthen digital tourism marketing, expand international partnerships and increase tourism’s contribution to the national economy.
Visa Campaign Targets High-Spending International Travellers
The joint campaign targets Visa cardholders worldwide who are interested in premium travel experiences. It aims to attract visitors seeking luxury accommodation, adventure activities and marine tourism across Oman.
To identify potential travellers, Visa will use its data analytics capabilities to assess customer preferences and travel interests. As a result, the campaign can target audiences whose interests align with Oman’s tourism offerings.
The initiative also aims to convert travel interest into confirmed bookings. Selected tourism packages and programmes will appear through the Experience Oman application and digital platform.
Visitors can also explore available experiences and book directly through the National Travel Operator’s digital booking system.
The campaign will generate data on customer engagement and booking activity. As a result, the ministry can evaluate performance and identify opportunities for future expansion.
The initiative forms part of Oman’s strategy to attract higher-value tourism spending. It also supports efforts to diversify tourism products and reach international audiences through digital channels.
Oman Tourism Hub Introduces AI-Powered Travel Tools
Alongside the Visa campaign, the Ministry of Heritage and Tourism introduced Oman Tourism Hub as part of its digital transformation programme.
The platform serves as a central digital gateway for local and international tourism partners. It provides resources to promote Oman’s destinations, develop travel products and create programmes around the country’s attractions.
Importantly, Oman Tourism Hub includes several digital tools designed to support tourism businesses and travel professionals.
Its main features include:
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AI-powered trip planner: Helps users explore destinations and organise travel experiences.
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Dalila virtual assistant: Provides intelligent assistance through the digital platform.
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E-training courses: Supports professional development across the tourism sector.
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Webinars: Offer opportunities for industry knowledge-sharing and engagement.
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Newsletters: Provide updates and information for tourism partners.
The platform is available in eight languages and covers 26 countries. As a result, international partners can access information about Oman and develop tourism products for different markets.
Moreover, the platform aims to simplify engagement between the ministry, travel operators and other industry stakeholders.
Digital Tourism Supports Oman’s International Growth
The two initiatives reflect Oman’s growing focus on technology-led tourism development. By combining international payment data with digital booking tools, the ministry aims to connect destination marketing with measurable visitor demand.
Meanwhile, Oman Tourism Hub provides travel businesses with resources to develop and promote tourism products. This approach could help smaller operators and international partners access information about the country’s wider tourism offering.
The strategy also supports Oman’s efforts to diversify its economy and strengthen the tourism sector. In particular, luxury travel, adventure activities and marine experiences offer opportunities to attract visitors with different interests and spending patterns.
Through its collaboration with Visa and the launch of Oman Tourism Hub, Oman is expanding its digital approach to international tourism promotion. The initiatives also establish a framework for deeper engagement with travel markets and industry partners.
