The Sultanate of Oman, represented by the Ministry of Heritage and Tourism (MHT), is participating in the Arabian Travel Market (ATM) 2025, held in Dubai, United Arab Emirates, from 28 April to 1 May 2025. The official delegation is headed by H.E. Salim bin Mohammed Al Mahrouqi, Minister of Heritage and Tourism, and includes representatives from 37 tourism companies and hotel establishments from Oman’s tourism sector. This participation reflects Oman’s commitment to strengthening its global tourism presence.
The event brings together major hospitality brands, influential industry figures, and innovative travel destinations, while highlighting emerging trends and insights shaping the luxury travel sector. Oman’s presence forms part of MHT’s 2025 promotional strategy to position the country as a premier tourism destination and to build strategic partnerships supporting the development of Oman’s tourism sector.
H.E. Azzan bin Qassim Al Busaidi, Undersecretary of Tourism at MHT, stated that ATM serves as a vital platform for Omani businesses to connect with international partners and explore collaboration opportunities. He emphasised that the focus this year is on leveraging global trends in luxury, adventure, and sustainable tourism to develop competitive products and services for diverse markets.
He noted the sector’s steady growth in recent years, supported by rising investment in infrastructure, hospitality, and cultural and natural heritage events. He affirmed that Oman’s participation aligns with efforts to enhance competitiveness and attract high-quality investments in line with Oman Vision 2040.
ATM 2025 is expected to host over 2,800 exhibitors from more than 161 countries, attracting more than 55,000 visitors seeking business opportunities and the latest insights in tourism.
The ATM conference programme will feature senior hospitality executives and travel experts discussing current industry trends. Highlights include sessions on the influence of younger generations on luxury travel personalisation and designing new travel experiences. Luxury travel is undergoing a shift, with travellers placing greater value on cultural, artistic, and high-end adventure experiences. Hotel brands are adapting to meet this demand, with sustainability emerging as a central focus, particularly in the GCC, where eco-friendly hotel initiatives are gaining traction in response to growing interest in responsible, luxury travel.
Through its active participation, Oman continues to reinforce its reputation as a unique destination blending rich heritage with natural beauty, reaffirming its position in the global travel and tourism landscape.
