GCC country ranks among top 3 destinations for 2026

Oman has been named as one of the top three emerging destinations for travellers in Europe, the Middle East and Africa (EMEA), according to Marriott Bonvoy’s latest trends report. 

The sultanate ranks third after Oslo, Norway and Algerian capital Algiers, with Croatian cities Split and Zagreb, and Denmark’s capital Copenhagen rounding out the top five trending hotspots for 2026.

Marriott Bonvoy’s findings are based on responses from more than 22,000 travellers across 11 EMEA markets, reinforcing Oman’s rising profile in the region and beyond. 

This traveller sentiment is reflected in Oman’s robust hotel sector performance, with three- to five-star properties recording an 18.2% year-on-year revenue rise in the first half of 2025 and room revenues climbing nearly 22%, fuelled by growing international arrivals and rising domestic demand.

Building on this momentum, Oman’s hospitality industry is preparing for significant growth, with 9,600 hotel rooms scheduled to open by 2030, expanding the nation’s current hotel inventory by more than 25% by the end of the decade.

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Middle East destinations rise in European traveller rankings

Beyond Oman, Marriott Bonvoy’s report highlights a wider trend, with the Middle East as a whole gaining momentum among travellers. Both the UAE and Saudi Arabia feature in the top 10 must-visit destinations for EMEA travellers in 2026, standing alongside perennially popular countries such as Italy, France, Greece and the UK.

Survey data reveals European destinations retain majority appeal for EMEA travellers, with 55% naming them as their main holiday focus, up slightly on last year. However, the Middle East’s share has grown to 12%, up from 10%, while Africa and Asia Pacific have held steady, each set to attract 9% of respondents in 2026. 

The report signals robust travel intent for next year, with four in five EMEA travellers (79%) planning either the same number, or more, holidays in 2026 compared with 2025. For Middle Eastern travellers, intent is even higher, with 84% expecting to enjoy seven holidays on average throughout the year.​

Holiday booking behaviours are shifting as well. On average, consumers are planning their trips three to four months in advance, only slightly behind last year. 

Booking windows continue to vary by market, stretching to more than four months in the UK, Germany and France, and narrowing to less than two months in Saudi Arabia.

For more information, visit marriott.com