Soft power, as opposed to hard power, refers to a nation’s ability to influence others through attraction and persuasion instead of coercion or military might. It is derived from three primary resources: its culture, political values, and foreign policies. In Oman, soft power relies significantly on cultural heritage and intangible cultural heritage (ICH), promoting sustainable cultural tourism. Oman’s ICH includes crafts, music, folklore, cuisine, and traditions, bolstered by good governance and political stability, making it an appealing destination. Furthermore, Oman’s World Heritage sites and Representative List of the ICH of Humanity add to the country’s soft power, as they highlight the value and significance of Oman’s heritage on a global scale. However, challenges exist in preserving its ICH and promoting sustainable tourism. The Oman Vision 2040 lays out a strategic plan addressing these challenges and maximizing soft power potential with specific tourism goals. The research uses qualitative methods, including data analysis of the Oman Vision 2040 and Oman Tourism Strategy, alongside interviews with stakeholders in heritage, tourism and diplomacy. It points out the opportunities and challenges in safeguarding Oman’s ICH and promoting sustainable cultural tourism through the country’s soft power.