Tag Archives: tourism

Oman’s tourism activity offerings highlight the country’s strongest assets: a rich local cultural heritage and an extraordinary variety of landscapes, as shown by an analysis carried out by Mabrian, the global travel intelligence and tourism advisory partner. The study indicates that cultural experiences remain a central pillar of the offer, yet nature and active lifestyle activities together now surpass culture as the main source of discovery and enjoyment for travellers exploring the Sultanate. Mabrian, part of The Data Appeal Company – Almawave Group, examined supply and demand trends for experiences marketed through major online activity platforms across Oman’s 8 regions, using data from August and September 2025. “Our data intelligence shows clear opportunities to broaden Oman’s tourism offer around experiences beyond its cultural core, a particular yet relevant element of its tourism value proposition. Strengthening nature and active experiences in underrepresented regions, and making more family-oriented products available online, can help the country reach new segments and extend visitor stays,” says Sonia Huerta, Director of Insights & Tourism Advisory at Mabrian, and supervisor for this in-depth analysis. Mabrian’s data reveals that 37% of all activities and experiences available in Oman are concentrated in cultural tourism, linked to local heritage and monuments. This is followed by nature (28%) and active tourism (17%), which combined account for 45% of total activities offerings in the Sultanate. In terms of sub-products, the top three categories are local heritage, natural landscapes, and active tourism by the sea. Family-oriented activities still hold a limited share of the total portfolio, suggesting an opportunity to expand and reinforce segmented offerings specialised in this segment ,or better highlight existing options suitable for families with children of different ages. In terms …

The World Travel & Tourism Council (WTTC) revealed a major vote of confidence in Italy’s Travel & Tourism sector, as its Members committed more than $8BN of new investment during the closing ceremony of the Global Summit in Rome. This landmark pledge, unveiled on stage before global leaders and industry executives, represents one of the largest ever investment commitments made at a WTTC Summit. The investment will supercharge Italy’s already thriving Travel & Tourism sector, strengthening its position as a world-leading destination and a magnet for sustainable growth.In 2025, Travel & Tourism is expected to inject $258BN to Italy’s economy and support 3.1MN jobs. Business travel has been a standout driver, with corporate visitors spending $30.8BN – an 18.1% increase on pre-pandemic levels. Italy also ranked as the seventh-highest business travel spender worldwide, while its booming MICE industry hosted almost 370,000 conferences and events in 2024, up 8.2% year-on-year. Against this backdrop of record performance, today’s $8BN commitment underlines the growing investor confidence in Italy’s infrastructure, hospitality, and wider travel ecosystem. These rising flows of capital are expected to boost connectivity and expand accommodation capacity, accelerate green and digital transitions across the sector, and create new opportunities for domestic and international investors alike. Gloria Guevara, WTTC Interim CEO, said: “Today’s announcement is a vote of confidence for Italy. More than $8BN of new investment from WTTC Members sends a powerful signal; Italy is not only a cultural icon but also one of the most exciting and resilient investment destinations in the world. These commitments will fuel job creation, sustainability, and innovation across the country’s Travel & Tourism sector.” WTTC Chair Manfredi Lefebvre added: “Today’s commitment reflects our unwavering belief in Italy’s potential as a leader in …

The Middle East has become one of the most active regions in reaffirming its stance on tourism and sustainable transformation. It is quite ironic that we celebrate World Tourism Day today 27th September under a theme so relevant in this region. Over the past few years the Middle East has emerged as one of the fastest growing tourism hubs driven by national visions, megaprojects and its expanding hospitality sector. This year’s celebration is a reminder that tourism is more than just about destinations and experiences, it is stewardship of cultural heritage, preservation of natural landscapes and most importantly empowerment of local communities. We have witnessed over the years how the Middle East has been setting new benchmarks by aligning tourism with green mobility, renewable energy, eco-conscious hospitality and digital innovation whilst it remains deeply rooted in heritage and traditions. The Middle East has set a great example as it has become a catalyst for sustainable transformations, balancing growth with responsibility to create a more inclusive and environmentally conscious future for global travel. TTME spoke with the leaders in the industry about their plans for this year. Julia Simpson, President & CEO, World Travel & Tourism Council (WTTC): World Tourism Day is a celebration of Travel & Tourism’s power to inspire, connect and create lasting prosperity. This year’s host, India, embodies the spirit of “Tourism and Sustainable Transformation”, showing how investment in sustainable infrastructure, digital innovation and resilient communities can drive growth that endures. By uniting vision and action, we can protect cultural and natural treasures, empower communities and drive prosperity. Together, we can ensure Travel & Tourism remains a force for good for generations to come. Fahd Hamidaddin, CEO of Saudi …