Oman signs five-year deal with Ironman triathlon series

Oman has signed a five-year deal with global sporting events organiser Ironman to help promote the sultanate as an adventure tourism destination.   

 

The agreement, signed with the Ministry of Heritage and Tourism, will start from January 2026 and Ironman will showcase Oman in its global sports campaigns, with hundreds of events now being held in more than 55 countries.

 

One of those is Oman, with Ironman 70.3 triathlons – consisting of a 1.2-mile swim, 56-mile bike ride, and 13.1-mile run – held in Muscat in February and Salalah in October.

 

Those races will be joined by a full Ironman (double the distances of the 70.3 series) in the capital in November 2026. 

 

The Experience Oman Ironman 70.3 in Muscat on 14 February 2026 will be certified as the official Middle East championship for 70.3-mile triathlons, offering athletes a chance to qualify for the annual world championships.

 

As well as advertising Oman for sports, the agreement will also see Ironman promote culture and heritage sites.

 

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Scott DeRue, CEO of the Ironman Group, said the partnership would showcase Oman’s beauty, culture, and rich history while cementing its position as a popular adventure destination with the endurance sports community.

 

Triathlon tourism is on the rise, and the Middle East held its first long-distance triathlon in April 2025 with the Challenge Sir Bani Yas Island event in Abu Dhabi emirate in the UAE.

 

Endurance events are growing in popularity across the region, with the Abu Dhabi and Dubai marathons, the Oman Desert Marathon and Saudi Arabia’s Neom Supertri League (the world’s fastest triathlon series).

 

In 2024, Oman welcomed around 5 million tourists, up 12% from 2023. The country aims to double annual visitors to 10 million by 2040 and increase tourism revenues to US$15 billion. 

 

More than US$4 billion is planned for sector investments by 2030, including cultural museums, luxury resorts and eco-friendly developments, underscoring Oman’s commitment to sustainable, diversified tourism growth.

 

A recent report by consultancy Kearney identified the Middle East as the region best-positioned to take advantage of the US$600 global sports market, and the significant impact that has on tourism.

 

UN Tourism says sport generates around 10% of global expenditure on tourism and is one of the fastest-growing sectors.

 

For more information, visit ironman.com/races/im703-oman