Oman Recognised for Adventure, Heritage, and Sustainable Tourism at WTM London: All You Need To Know
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  • Travel, Culture
  • 3 mins
  • Travel and Tour World
  • Soumi Chowdhury

Oman won three prestigious awards at World Travel Market London, recognising its achievements in adventure, cultural, and sustainable tourism.

The Sultanate of Oman received three prestigious awards in the global rankings of ‘Wanderlust 2025‘ at the World Travel Market (WTM) 2025 in London, marking its steady ascent as a diversified and eco-friendly travel destination. Oman, which was recognised for adventure tourism, heritage and cultural tourism, and sustainable tourism, has remained an enchanting and real travel destination, offering both up-market and nature-friendly experiences.

Oman’s participation at this international event not only marked a recognition of its tourism credentials but also introduced exciting new partnerships aimed at enhancing regional tourism cooperation.

The Wanderlust 2025 Awards: A Testament to Oman’s Tourism Efforts

The Wanderlust 2025 Awards, held as part of WTM London, are known for acknowledging excellence in travel destinations across several categories. This year, Oman emerged as a standout winner in three key areas:

  1. Adventure Tourism – Recognised for offering thrilling and diverse outdoor activities, from desert safaris to trekking through the Al Hajar Mountains.
  2. Heritage and Cultural Tourism – Celebrated for its rich history, ancient forts, and UNESCO World Heritage sites like the archaeological site of Bahla.
  3. Sustainable Tourism – Acknowledged for its commitment to eco-friendly tourism and initiatives aimed at protecting its natural resources and cultural heritage.

These awards reflect Oman’s dedicated efforts to promote responsible and community-based tourism, with a focus on preserving its cultural and environmental integrity while offering tourists unique and enriching experiences.

Oman and Qatar Forge Stronger Tourism Links

A key highlight of Oman’s WTM participation was the announcement of a new strategic partnership with Qatar Tourism, under the Discover Oman and Discover Qatar platforms. This collaboration aims to bolster tourism between the two countries, creating integrated packages and joint promotional efforts to attract visitors from key international markets like Asia and Europe.

The two tourism platforms will jointly develop multi-destination packages that highlight the shared cultural and natural offerings of Oman and Qatar, encouraging travellers to visit both countries in a single trip. This partnership is poised to cater to an increasingly affluent and discerning travel market that seeks rich, cultural experiences across the Middle East.

Pilot markets for this partnership include Italy, Spain, and China, with both countries targeting travellers from these regions through joint promotional tours and campaigns. The collaboration will also see participation in major international tourism events and exhibitions, aimed at enhancing awareness and boosting regional travel opportunities.

Oman’s Book Launch and Cultural Outreach at WTM London

In addition to receiving the prestigious awards and signing a strategic partnership with Qatar, Oman also unveiled plans for a special cultural initiative aimed at attracting luxury travellers. The Ministry of Heritage and Tourism, in collaboration with the Ministry of Culture, Sports and Youth, announced a project to publish a luxury book about Oman’s tourism and cultural heritage in partnership with renowned international publisher Assouline. The book will be part of a series focused on showcasing the world’s top luxury destinations.

Furthermore, Oman celebrated the launch of the book ‘Oman, Jewel of the Arabs‘, in cooperation with the British-Omani Society and the Oman Embassy in London. This book chronicles a 30-day journey along Oman’s coasts, retracing the path of British explorer Bertram Thomas in 1928. The publication serves as a tribute to Oman’s rich heritage, showcasing the country’s diverse landscapes, history, and culture through the eyes of young Omani and British explorers.

Oman’s Role in the 2026 AITO Conference

In a further move to enhance its presence in the global tourism market, Oman is set to host the Association of Independent Tour Operators (AITO) conference in 2026. This significant event, which coincides with AITO’s 50th anniversary, will bring together 150 tourism professionals from around the world. The conference will focus on discussing the latest trends in the tourism sector, sharing best practices, and developing future strategies for promoting sustainable tourism destinations globally.

The Ministry of Heritage and Tourism views the AITO 2026 conference as a prime opportunity to promote Oman’s growing appeal within the British market. The event will also showcase Oman’s efforts to establish itself as a premier luxury and sustainable destination, enhancing its visibility among independent tour operators and travel agents.

Oman’s Growing Influence in Global Tourism

Oman’s strong showing at WTM London 2025 signals the country’s rising profile in the global tourism market. With accolades in adventure tourism, cultural heritage, and sustainable tourism, the Sultanate continues to attract attention for its diverse and responsible travel experiences.

The partnership with Qatar, the publication of the luxury book, and the upcoming AITO conference showcase Oman’s commitment to promoting tourism that is both enriching and sustainable. As the country gears up for future growth, particularly in the luxury tourism sector, Oman is solidifying its place as a must-visit destination for travellers seeking a blend of history, adventure, and eco-conscious experiences.

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