Oman’s Ministry of Heritage and Tourism has launched a joint tourism promotion campaign with global payments company Visa and a national travel operator to attract high-spending international visitors and showcase the Sultanate’s luxury tourism offerings.

The initiative was unveiled at Oman’s pavilion during World Travel Market London 2026 (WTM London 2026), in the presence of Sayyid Ibrahim bin Said Al Busaidi, Minister of Heritage and Tourism.

Exclusive to Visa cardholders worldwide, the campaign targets travellers interested in luxury holidays, adventure tourism and marine activities.

It will use Visa’s advanced data analytics to identify potential visitors and convert interest in Oman into actual bookings.

Selected tourism packages and programmes will be promoted through the "Experience Oman" app and platform, allowing users to explore experiences and book directly through the national travel operator’s digital booking system.

The initiative forms part of the ministry’s strategy to strengthen digital tourism marketing, expand international partnerships and increase the sector’s contribution to the national economy.

It will also provide data to evaluate market opportunities and guide potential future campaign phases.

Separately, the ministry unveiled its digital transformation programme, "Oman Tourism Hub", on the sidelines of WTM London.

The platform aims to help local and international partners promote Oman and develop tourism products that highlight the country’s diverse attractions.

The integrated digital gateway features an AI-powered trip planner, an intelligent virtual assistant named "Dalila", as well as e-training courses, webinars and newsletters.

Available in eight languages and covering 26 countries, Oman Tourism Hub is designed to broaden engagement with international partners and strengthen the Sultanate’s presence in key tourism markets. -TradeArabia News Service