New research by PwC Middle East, in collaboration with Mabrian Technologies, a global travel intelligence platform, reveals that visitor preferences across the Gulf region are undergoing a fundamental shift. Visitors are increasingly drawn to destinations that offer cultural meaning and emotional resonance.

Oman’s ministry of tourism reported its Summer Offers 2018 campaign launched under the theme Experience Oman is continuously gaining traction.

Authorities in the region have recognised the potential for this booming industry and the importance of collaboration, demonstrated with the formation of Cruise Arabia alliance in 2013. Earlier this year, the association welcomed Bahrain, joining Dubai, Abu Dhabi, Sharjah, Qatar and Oman.