Muscat – The sultanate has been named the Emerging Tourist Destination for 2026 by Spanish travel magazine Viajar, in recognition of its growing appeal in international tourism markets and its focus on sustainable and authentic travel experiences.
The award was presented at a ceremony in Spain attended by representatives of the travel and tourism industry and the media. It highlights destinations that demonstrate innovation, diversity and strong engagement with the Spanish travel market.
Oman was selected for the breadth of its tourism offering, combining heritage, culture and varied natural landscapes with a commitment to sustainability. The award citation noted the sultanate’s ability to deliver experiences that respect local identity while meeting evolving global travel trends.
The country offers a range of tourism styles, including leisure and wellness, cultural and historical exploration, adventure tourism and cruise travel, positioning it as a destination that caters to different visitor interests, the citation added.
Haitham bin Mohammed al Ghassani, Director General of Tourism Promotion at the Ministry of Heritage and Tourism, said the recognition reflects the suitability of Oman’s tourism products for Spanish travellers. “The selection is the result of the diversity of experiences Oman offers, positive tourism performance indicators, and targeted promotional programmes aimed at different market segments,” he said.
He added that the ministry is focusing on expanding into non-traditional markets, including Spain, through partnerships with airlines, travel agencies and tourism operators. “We are working to highlight Oman’s unique seasons across its governorates and to promote tailored tourism packages offered by Omani companies,” Ghassani said.
On the sidelines of the awards ceremony, the ministry held meetings with leading Spanish tourism companies to explore cooperation opportunities and develop strategic partnerships to promote Oman in European markets.
During discussions, officials presented a range of tourism programmes and products, with emphasis on heritage sites, cultural experiences and natural attractions across the sultanate. The ministry said this diversity strengthens Oman’s competitiveness as an integrated tourism destination at both regional and international levels.
It also underlined the importance of partnerships with international tourism institutions to support promotion efforts, open new markets and increase tourist flows on a sustainable basis.
The award, officials said, reflects Oman’s broader strategy to develop tourism in line with quality and sustainability standards, while positioning the sultanate as a destination offering authentic experiences rooted in heritage and nature.
