At the Arabian Travel Market (ATM) in Dubai, the Sultanate of Oman officially unveiled the highlights of the highly anticipated Dhofar Khareef 2025 season. The announcement was made during a press conference hosted by the Ministry of Heritage and Tourism in collaboration with Dhofar Municipality.
His Excellency Dr Ahmed bin Mohsen Al Ghassani, Chairman of Dhofar Municipality, and His Excellency Azzan bin Qasim Al Busaidi, Undersecretary for Tourism, led the presentation, underscoring Oman’s dedication to positioning the Khareef season as one of the region’s most distinctive and sought-after tourism experiences.
Held annually from 21 June to 20 September, Khareef season transforms Oman’s southern Dhofar region into a misty, green haven, drawing millions of tourists with its cool weather, lush landscapes, and rich heritage. In 2024, the season saw a 9% rise in tourist arrivals, surpassing 1.048 million visitors, cementing Dhofar’s status as a growing regional and international destination.
New Attractions and Expanded Events for 2025
Dr Al Ghassani detailed several new and expanded attractions planned for the 2025 season. Events and activities will be spread across both established and newly developed venues, offering diverse cultural, entertainment, and family experiences.
One of the highlights, “Return of the Past”, will feature an enriched program of traditional Omani culture, including heritage markets, folk performances, and craft exhibitions. Upgrades to the venue will enhance the visitor experience with improved historical ambiance and modern facilities.
Athens Square, emerging as a prime entertainment zone, will host major cultural shows, concerts, and shopping experiences, now featuring an open-air theatre, expanded dining options, gaming zones, and vibrant light shows.
Awqad Park is being rebranded as a family-focused entertainment destination, while the Uptown Site at Ittin Plain will provide a scenic natural retreat for outdoor activities.
For sports enthusiasts, Salalah Public Park will become the main venue for community tournaments and inclusive events catering to visitors of all ages and abilities. Meanwhile, the newly introduced Al Murooj Theater will present a variety of cultural performances, from Omani plays to broader Arab theatrical productions.
Additionally, events will expand beyond Salalah to include coastal areas, tapping into the diverse microclimates and offering new cultural, sports, and commercial activities.
Infrastructure and Hospitality Growth!
To support increasing tourist demand, Dhofar Municipality is accelerating infrastructure development, including upgraded viewpoints, beautified public spaces, and improved road networks. Dhofar currently offers 83 licensed hotels with 6,537 rooms, and several new hospitality projects are set to launch in 2025 to boost accommodation capacity.
Promoting Dhofar on the Global Stage!
His Excellency Al Busaidi shared the Ministry’s strategic marketing initiatives for Khareef 2025, including robust digital campaigns, targeted advertising in Arab media, collaborations with content creators, and participation in ATM 2025 to engage directly with global travel industry stakeholders.
The Ministry is also organizing familiarisation trips for international tour operators and journalists, as well as developing tailored travel packages with local and global partners to streamline access to Oman’s tourism experiences.
“Our goal is to make Dhofar a top-tier global destination,” said Al Busaidi. “By combining authentic culture with natural beauty and enhanced services, we are creating memorable travel experiences that resonate with today’s discerning tourists.”
Year-Round Appeal!
Beyond the Khareef season, Dhofar is increasingly popular during the Sarab and Winter seasons, attracting nearly half a million annual visitors. The region boasts a variety of landscapes—from beaches and mountains to deserts and fertile valleys—and is home to several UNESCO World Heritage Sites, including Al Baleed and Samharam Archaeological Parks, and the Museum of the Land of Frankincense.
Looking Ahead!
With strengthened public-private collaboration, expanded attractions, and a strong tourism infrastructure, Dhofar is gearing up for a record-breaking 2025. Oman’s showcase at ATM reinforces its commitment to sustainable, high-quality tourism and its vision to position Dhofar as a must-visit destination in the Gulf and beyond.
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