Dubai-based Arabian Adventures, which is part of Emirates Group, says UK luxury bookings to Oman are surging
The destination tour operator claims an 81% year-on-year increase in sales from the UK, which now account for over half (56%) of Arabian Adventures’ Oman business.
December remains the strongest month for travel, accounting for 53% of bookings, while family travel represents the majority of bookings (69%), with couples accounting for a quarter (25%).
Eight out of 10 bookings are driven by luxury tour operators, with travellers often combining the destination with stays in the UAE.
Arabian Adventures remains the leading operator for desert experiences in Dubai, where it has enhanced its product range with upgraded camps, premium dining concepts, and exclusive cultural encounters.
The company has also broadened its operations in the country to include curated multi-day itineraries, such as private dhow cruises, desert expeditions, and heritage tours through mountain and coastal villages.
Six Senses Zighy Bay remains its most-booked property in the country, alongside growing interest in Muscat’s five-star hotels.
“UK travellers are rediscovering the Gulf – not just as a stopover, but as a destination for complete itineraries,” said Anabela Radosevic, Manager Sales & Services at Arabian Adventures.
“We’re seeing families spend part of their holiday in Dubai or Abu Dhabi for urban experiences, then continue to Oman for nature, wellness, and culture. It’s the perfect contrast – one region, two perspectives.”
Radosevic added: “As Oman continues to strengthen its luxury offering, we’re focused on creating the kind of experiences that complement, not compete with, the UAE. For UK travellers, the appeal lies in combining the sophistication of the Emirates with the serenity of Oman – it’s a story that’s resonating strongly across our key markets.”
Oman is targeting 4.5 million international visitors by the end of 2025, following a strong 2024 in which it attracted four million tourists, 16% of whom were from Europe.
