WTM 2025 – Oman Awarded for Adventure Tourism, Heritage & Cultural Tourism, and Sustainable Tourism
By Katya Marletta
In recent years, Oman has quietly established itself as a distinctive voice in global tourism. The country is not telling a story of mass travel or flashy developments, but of a thoughtful and deliberate approach that has recently earned it three international awards: Adventure Tourism, Heritage & Cultural Tourism, and Sustainable Tourism, presented at the 2025 World Travel Market in London, one of the leading events in the global travel sector. As highlighted by the Ministry of Heritage and Tourism of Oman, led by Salim Al Mahrouqi, these accolades reflect both national pride and international recognition.
The awards are not merely a reflection of sound policy; they embody a long-term vision for Oman’s future. The country has positioned itself as more than a simple travel destination: it is a place where culture and nature are experienced with calm and attention.
The recognition received in London is the result of years of meticulous planning. Nothing in Oman’s approach to tourism is left to chance, and the discovery of its enchanting locations is carefully crafted for visitors. Adventure in Oman is introspective rather than performative, inviting travellers to slow down, observe, and connect deeply with the land. Like an eagle in flight, one soars over the breathtaking expanses of Wahiba Sands, the heights of Jebel Shams, and the cliffs of Musandam, reaching the enchanting oases of Al Jabal Al Akhdar. Here, the landscape becomes a stage: unspoiled vistas, quiet moments of reflection, and experiences that fully immerse visitors in their surroundings.
The Adventure Tourism award recognises Oman’s ability to combine excitement with responsibility. Activities such as trekking, canyoning, diving, and desert excursions are conducted under strict safety and sustainability standards.
The second accolade, for Heritage and Cultural Tourism, highlights the country’s dedication to safeguarding and celebrating its heritage. Modern development has not erased the past: the historic fortresses of Nizwa and Bahla, now UNESCO World Heritage Sites, remain vibrant, inhabited spaces where daily life intertwines with history. This commitment is put into practice through the selection of tourist guides trained within local communities, as well as through initiatives offering certified routes, such as Oman Adventure Trails, created to provide visitors with an authentic and engaging journey that fully immerses them in the richness of Omani culture and its natural landscapes.
Visit Oman coordinated the Sultanate’s presence at the World Travel Market in partnership with OMAN Group, the state agency responsible for overseeing and supporting tourism development. Both organisations outlined strategies in line with Vision 2040, the national plan for economic diversification and sustainability, which positions tourism alongside education and innovation as fundamental pillars of Oman’s future.
In villages such as Misfat al Abriyeen, visitors encounter ancient falaj irrigation systems and engage directly with agricultural and community traditions. These unique cultural experiences, combined with the warm hospitality of local people, make a visit to Oman truly enriching and memorable.
The Ministry of Heritage and Tourism has played a significant role in supporting restoration and digital preservation projects and in actively promoting cultural events such as the Muscat Festival and the Salalah Tourism Festival. Beyond attracting tourists, these celebrations also strengthen social cohesion and offer young Omanis opportunities to rediscover and reinterpret their heritage in a contemporary context.
The Sustainable Tourism award—the most significant of the three—illustrates Oman’s holistic vision. At a time when sustainability is often merely a buzzword, the country has made it concrete. The mission is to safeguard the environment: from managing water resources and using renewable energy, to employing locally sourced materials and ensuring responsible waste disposal. All of this, and more, is incorporated into the design of every new tourist facility. The Anantara Al Jabal Al Akhdar Resort, for example, perched 2,000 metres above sea level, stands as a remarkable example of architecture harmonising with the landscape and safeguarding the fragile mountain ecosystem.
OMAN has also promoted a model of “community tourism” that directly involves residents in tourism operations. Khalid Al Zadjali, Director General for Sustainable Tourism at OMAN, told the WTM audience: “We do not build tourism for visitors alone, but with our citizens. Our strength is authenticity, and sustainability means protecting who we are.”
Local guides, artisans, restaurateurs, and farmers actively participate, creating value for their communities.
The results of this approach are evident not only in awards but also in figures. In 2024, Oman welcomed over four million international visitors, a 22% increase on the previous year, according to the National Centre for Statistics and Information.
This vision is reflected as much in the impressive data achieved as in the magnificent global recognition received. Even more notable is the quality of these visits: longer stays, growing interest in cultural and natural experiences, and a reduced environmental impact. Oman shows that “slow” and selective tourism can also be economically viable.
Yet success carries responsibility. Experts emphasise the need to balance growth with conservation. Sensitive ecosystems, such as the turtle-nesting beaches of Ras Al Jinz and the valleys of Dhofar, require constant monitoring. The Ministry of Tourism has introduced visitor limits and environmental education programmes to safeguard these areas.
Beyond policies and planning, Oman’s true asset lies in its people and their hospitality. Visitors often remark on the warmth and respect shown by locals. In a small village near Nizwa, an elderly artisan told a journalist, “You do not need grand hotels. True luxury is the time we give our guests.” Simple words, yet they capture the essence of Oman’s approach: tourism is not an industry; it is a relationship.
This philosophy draws on deeply rooted Arab and Islamic values, where hospitality is considered sacred. Oman has transformed this tradition into a competitive advantage, combining welcome with authenticity. The country does not imitate Western tourism; it offers insight into its own way of life. Even a cup of tea in a mountain home becomes a story, a shared fragment of identity.
On the international stage, Oman’s approach stands apart from its Gulf neighbours. More quality, less quantity — this might summarise the Sultanate’s tourism strategy. It is an example of sustainable tourism, aiming for excellence with balance and moderation. A choice that contrasts with nearby cities focused on extravagant luxury and large-scale events; a decision ideally suited to this beautiful country, a green gem in the Arabian Peninsula. But, in the end, isn’t this perhaps what true luxury really is?
At the WTM awards ceremony, Omani representatives received the honours with understated pride. Salim Al Mahrouqi stated: “This is an honour we share with our people: every guide, artisan, and family welcoming a visitor contributes to this success. These awards belong to the whole nation.”
The recognition received in London is not a final milestone, but a starting point. Oman plans to expand thematic itineraries, community tourism, and eco-trails. OMAN has announced projects to promote coastal ecotourism and restore historic caravanserais along the frankincense routes. The aim is to preserve heritage while creating opportunities for future generations.
Oman’s success at the Global Tourism Awards tells a story bigger than the awards themselves. It demonstrates that tourism can be constructive rather than consumptive, engaging rather than overwhelming. It celebrates a nation that, amid the silence of the desert and the scent of frankincense, has envisioned a sustainable future without abandoning its past.
Today, visitors encounter more than breathtaking landscapes; they experience a sense of balance and a pace that invites reflection. Oman seems to whisper: “Do not rush; observe and listen.” This is the lesson global tourism needed: there is still space for authenticity, and travel can once again be an act of understanding and respect.
Ultimately, Oman’s most significant achievement may be its steadfast authenticity, maintained in a world where elsewhere much has lost its distinctiveness — arguably the highest accolade of all.
Caterina Katya Marletta
