Digital marketing for cruise tourism in Oman: Opportunities and challenges

Cruise tourism has significantly increased in popularity in recent years, being among the most common forms of tourism. Oman is regarded as one of the distinguished destinations that has fundamental elements, capabilities, and ingredients of cruise tourism, such as infrastructures, superstructures, and other cruising facilities. The expansion of cruise tourism in the contemporary digital era offers different opportunities for destination management organizations and concerned entities to implement digital marketing strategies. However, some challenges to effectively adopt digital marketing strategies for cruise tourism should be considered. Consequently, the purpose of the current chapter is to provide a more thorough understanding of the cruise tourism business, particularly in the context of Oman. It also aims to highlight the key opportunities and challenges of adopting digital marketing strategies to advance cruise tourism in Oman. This chapter offers a range of contributions to academics and professionals. Directions for further research are also given.