Nestled in the southeastern Arabian Peninsula, Oman is a treasure trove of natural wonders and timeless culture. Its diverse landscapes, from rugged mountains, winding wadis and golden dunes to pristine coastlines, blend seamlessly with five UNESCO World Heritage sites and ancient souks, making it a major draw for tourists.

Tourists can visit the Sultan Qaboos Grand Mosque in the capital Muscat and breathe in the earthy scent of frankincense in a bustling souk, just like stepping into the book, The Arabian Nights.

Oman's Ministry of Heritage and Tourism recently held roadshows in Beijing, Shanghai and Guangzhou in Guangdong province to promote its natural beauty and rich heritage, and deepen cooperation with the Chinese tourism sector.

At these roadshows, over 20 tourism suppliers from Oman conducted negotiations with about 200 representatives from China's tourism industry.

Official data showed that in 2023, Oman's biggest visitor growth market was China with a 272 percent rise year-on-year. In 2024, Oman welcomed about 3.8 million international visitors, of whom around 73,000 were Chinese.

Oman offers visa-free entry for up to 14 days to Chinese tourists, while China has introduced a 30-day visa-free policy for Omani passport holders, effective from June 9, 2025, to Dec 31, 2026, covering purposes such as tourism, business, family visits, exchanges and transit.

On Nov 30, China Eastern Airlines launched the first direct air route between China and Oman operated by a Chinese carrier, with flights between Beijing and Muscat operating twice weekly.

"These are important steps to boost tourism between the two countries. I'm optimistic that the direct flights will attract more Chinese tourists to Oman," says Azzan Al Busaidi, undersecretary of tourism at the Ministry of Heritage and Tourism, who attended the roadshows in China.

"Oman's tourism offerings are authentic and diverse, catering to the growing demand in the Chinese market. They range from cultural, heritage and historical experiences to luxury and adventure travel."

According to Al Busaidi, attractions such as Oman's National Museum offer tourists a fascinating window into its rich heritage. Its long-standing history of open trade — including historical ties with China — resonates deeply with culture lovers. Visitors can also immerse themselves in the country's timeless history by wandering its ancient souks.