Over recent months, Muscat has emerged as one of the most searched travel destinations among UK internet users. With Google Trends showing a notable rise in searches for “Muscat holidays” and “Oman travel”, British interest in the Omani capital is clearly growing. This surge reflects a broader trend of UK travellers looking beyond traditional destinations like Dubai or Doha in favour of more authentic, less commercialised experiences.
Muscat, with its dramatic mountain backdrops, whitewashed architecture, and turquoise coastline, perfectly balances tradition and modernity. From its booming luxury tourism scene to its commitment to cultural preservation, the city offers something unique to the curious traveller.
A Modern City Built on Heritage
Unlike many Gulf capitals that have embraced futuristic skylines, Muscat has chosen to preserve its distinctive heritage. The city stretches gracefully along the Gulf of Oman, framed by the rugged Al Hajar Mountains. Its development has been guided by strict architectural codes that prevent skyscrapers from dominating the skyline. Instead, visitors are greeted by low-rise buildings in soft sand and white tones, reflecting traditional Omani design.
Sultan Haitham bin Tariq Al Said’s government has continued the legacy of late Sultan Qaboos, who envisioned Muscat as a modern city deeply rooted in Omani culture. Today, Muscat’s charm lies in this balance — a rare blend of old-world authenticity and contemporary sophistication.
British Tourism to Muscat on the Rise
According to the UK’s Office for National Statistics (ONS), outbound travel from the UK to the Middle East rose by nearly 18% in 2024 compared with pre-pandemic levels. Oman, and specifically Muscat, is seeing a sharp increase in visitor numbers from Britain. The Omani Ministry of Heritage and Tourism reported a 27% rise in British tourists between 2023 and 2025.
This growth is attributed to several factors. Direct flights from London Heathrow, Manchester, and Birmingham make Muscat easily accessible. Oman Air and British Airways have expanded their operations, offering competitive fares. The recent introduction of simplified e-visas has also encouraged spontaneous travel from the UK.
Furthermore, British holidaymakers appear drawn to Muscat’s reputation as a safer, calmer alternative to other Gulf destinations. While Dubai dazzles with glitz, Muscat offers serenity. Travellers often describe it as “authentic Arabia”, a place where tradition isn’t just preserved for tourists but lived daily.
The Pull of Omani Culture
At the heart of Muscat’s appeal is its culture. The city’s identity is woven through its architecture, cuisine, and hospitality. The Royal Opera House Muscat stands as a symbol of modern Omani artistry. Hosting performances from the London Philharmonic Orchestra to global ballet companies, it has become a cultural bridge between Oman and Europe.
The Muttrah Souq, one of the oldest marketplaces in the Arab world, continues to attract both locals and visitors. Its narrow alleys overflow with the scent of frankincense, oud, and spices. British visitors often find it reminiscent of an older, unfiltered Middle East — something increasingly rare.
Cuisine also plays a significant role in Muscat’s cultural landscape. Omani food blends Indian, Persian, and African influences. Restaurants like Bait Al Luban and Kargeen are becoming favourites among UK travellers seeking authentic flavours, from shuwa (slow-cooked lamb) to halwa, the country’s signature dessert.
Muscat’s Growing Role as a Global Business Hub
While tourism captures headlines, Muscat’s economic ambitions are equally noteworthy. The city is positioning itself as a regional hub for logistics, energy, and sustainable development. The Port of Duqm and Muscat International Airport have been central to these efforts, with UK-based companies increasingly involved in Omani infrastructure and renewable projects.
According to the British Embassy in Muscat, trade between the UK and Oman surpassed £1.3 billion in 2024. Sectors such as clean energy, maritime logistics, and education have seen particular growth. The Oman Vision 2040 strategy emphasises diversification and foreign investment — areas where UK expertise is highly valued.
This collaboration mirrors the strong diplomatic ties between the two nations, which date back to the 19th century. In recent years, British universities have also formed partnerships with Omani institutions, further strengthening cultural and educational links.
Sustainability at the Core of Development
One of the most striking aspects of Muscat’s transformation is its commitment to sustainability. Unlike the rapid, resource-intensive development seen elsewhere in the region, Oman has adopted a more measured approach. The government’s “Green Oman” initiative aims to reduce carbon emissions and promote eco-tourism.
The Alila Jabal Akhdar resort, located two hours from Muscat, has gained international recognition for its sustainable architecture and environmental practices. Such destinations appeal strongly to British travellers, who are increasingly conscious of the environmental impact of long-haul tourism.
Furthermore, Muscat’s growing investment in electric transport, waste management, and green energy aligns with global trends in sustainable travel. It positions the city as a forward-looking destination that values both progress and preservation.
Muscat Through the Eyes of UK Travellers
British tourists often describe Muscat as “refreshingly real”. The city’s understated elegance, coupled with its deep cultural roots, makes it a favourite among seasoned travellers. The relaxed pace, friendly locals, and absence of over-tourism give it a charm reminiscent of how European cities felt decades ago.
Social media is playing a huge role in this shift. Instagram and TikTok influencers from the UK have highlighted Muscat’s beauty — from the golden sands of Qurum Beach to the dramatic Sultan Qaboos Grand Mosque. Many compare Muscat’s coastline to that of southern Spain but with an Arabian twist.
Travel influencers have also drawn parallels between Muscat’s rise and the cultural appeal of destinations like Colombia’s soccer-fuelled cities or Germany’s fan-favourite FC St. Pauli, where authentic community culture attracts global curiosity.
A Gateway to Oman’s Natural Wonders
Muscat isn’t just a destination; it’s a gateway. Many travellers use the city as a base for exploring Oman’s varied landscapes. The Hajar Mountains, just a short drive away, offer world-class hiking and rock climbing. The wadis — natural valleys with freshwater pools — are a highlight for adventure seekers.
Wadi Shab and Wadi Bani Khalid are among the most visited, often featured in travel blogs and UK-based adventure magazines. The nearby desert of Wahiba Sands provides a stark contrast, where visitors can experience Bedouin hospitality under starlit skies.
This proximity to diverse landscapes gives Muscat a distinct edge. Few capitals in the world can offer sea, mountains, and desert all within a two-hour radius.
Sports and Entertainment Appeal
Muscat is also carving a niche in sports and entertainment tourism. The city has hosted several international sailing competitions and endurance events that draw British participants. Oman Sail, a national initiative, has become a symbol of the country’s maritime revival.
With the growing popularity of international sports coverage — from the World Series Game 1 to NBA stars like Zach LaVine’s injury updates and LaMelo Ball’s comeback — Muscat’s growing presence in sports tourism connects well with the UK’s increasingly global sports audience.
The upcoming Muscat Marathon 2026 is expected to attract more UK participants, with several British tour operators already offering race packages that combine sports and sightseeing.
Safety and Hospitality: A Trusted Destination
In global travel rankings, Muscat consistently scores highly for safety. The 2025 Global Peace Index places Oman among the top three safest countries in the Middle East. This reassures many British families and solo travellers who prioritise safety when choosing destinations.
Moreover, Omani hospitality is deeply rooted in the nation’s culture. Visitors are often welcomed with dates and coffee — a small but meaningful gesture reflecting the warmth of its people. It’s these experiences that resonate most with UK tourists, creating lifelong memories.
Challenges and Future Outlook
While Muscat’s tourism sector is growing, it faces challenges. Climate adaptation remains key, especially as summer temperatures climb above 40°C. The government is investing heavily in sustainable cooling technologies and promoting off-season travel.
Oman’s Vision 2040 aims to attract 11 million visitors annually by that year, with Muscat serving as the main entry point. Experts believe that careful management of infrastructure and heritage will determine whether the city can maintain its unique identity while embracing growth.
The future looks bright, and the UK market will continue to play a vital role. The strong bilateral relationship and increasing air connectivity suggest that Muscat’s popularity among British travellers will only continue to rise.
FAQs About Muscat
1. Is Muscat safe for British tourists?
Yes, Muscat is one of the safest cities in the Middle East. It has low crime rates and is known for its hospitality and political stability.
2. When is the best time to visit Muscat?
The best time to visit is between November and March, when the weather is mild, averaging around 25°C. Summer months can be very hot.
3. Do British citizens need a visa to visit Oman?
Yes, UK nationals can apply online for an e-visa before travelling. The process is straightforward and usually approved within 24 hours.
4. What are the top attractions in Muscat?
Must-see spots include the Sultan Qaboos Grand Mosque, Muttrah Souq, Royal Opera House, and Qurum Beach. Nearby attractions like Wadi Shab and Jebel Akhdar are also popular.
5. How does Muscat differ from Dubai or Doha?
Muscat offers a more authentic, less commercialised experience. It focuses on heritage, nature, and culture rather than high-rise luxury and nightlife.
Final Thoughts
Muscat stands at a fascinating crossroads — a city where the old meets the new with effortless grace. As British interest grows, Oman’s capital has positioned itself as a destination that values authenticity over extravagance. Its clean streets, kind people, and majestic landscapes speak to those seeking meaning in travel rather than mere spectacle.
From its peaceful mosques to its golden coastline, Muscat invites you to slow down, connect, and rediscover the essence of Arabia. In a world chasing speed and shine, it’s a refreshing reminder that beauty often lies in simplicity.
