Oman showcases Dhofar Khareef 2025 at ATM, highlights expanding cultural experiences

ATM 2025 – DUBAI – REPORT: The Sultanate of Oman officially unveiled the highlights of the upcoming Dhofar Khareef 2025 season during a press conference held on the sidelines of Arabian Travel Market (ATM) in Dubai. Led by the Ministry of Heritage and Tourism in collaboration with Dhofar Municipality, the announcement reflects Oman’s strategic efforts to position Dhofar as a premier year-round destination rooted in nature, culture, and heritage.

His Excellency Dr. Ahmed bin Mohsen Al Ghassani, Chairman of Dhofar Municipality, and His Excellency Azzan bin Qasim Al Busaidi, Undersecretary for Tourism at the Ministry of Heritage and Tourism, outlined plans for the 2025 edition of Khareef, one of the Arabian Peninsula’s most distinctive tourism seasons. Running annually from 21 June to 20 September, the season transforms southern Oman into a lush, misty retreat. In 2024, it attracted over 1.048 million visitors, marking a 9% year-on-year increase.

Expanded Programming Across Multiple Sites

H.E. Dr. Al Ghassani detailed a series of new and expanded attractions for 2025, including immersive cultural, family-friendly, and outdoor experiences. The popular “Return of the Past” event will return with a broader programme celebrating traditional Omani life, while Athens Square is set to evolve into a major entertainment hub, complete with international shows, retail outlets, and upgraded facilities.

Awqad Park has been redesigned as a family-focused entertainment zone, and the Uptown Site at Ittin Plain will offer scenic outdoor activities. Salalah Public Park will become the centre of community sports programming, with inclusive events catering to visitors of all abilities. Al Murooj Theater will debut as a key cultural venue showcasing local and regional performing arts.

To further diversify offerings, Khareef activities will also be extended to coastal governorates, leveraging their distinct microclimates through cultural, commercial, and sporting events.

Investment in Infrastructure and Capacity

Dhofar Municipality has accelerated infrastructure and beautification projects to accommodate rising visitor numbers. These include upgrades to tourist sites, roads, and public spaces, in partnership with public and private stakeholders. The Governorate currently offers 6,537 rooms across 83 licensed hotels, with several new developments scheduled to open in 2025 to meet growing demand.

Strategic Global Promotion

H.E. Al Busaidi emphasized the Ministry’s global marketing strategy to elevate Dhofar Khareef’s international profile. Campaigns include participation in major travel exhibitions such as ATM, targeted advertising on Arab media platforms, and strategic collaborations with influencers and content creators. Familiarisation trips for international tour operators and media are also planned, alongside the development of tailored tourism packages in partnership with domestic and global travel agencies.

“Our goal is to establish Dhofar as a world-class destination combining authentic nature, heritage, and cultural depth. We are expanding access and awareness through targeted promotions and enhanced visitor experiences,” Al Busaidi said.

Beyond Khareef: Year-Round Appeal

While Khareef remains the cornerstone of Dhofar’s tourism calendar, the region is increasingly attracting visitors during other seasons such as Sarab and Winter, which together welcome nearly 500,000 tourists annually. Dhofar’s year-round appeal is underpinned by its natural diversity, including beaches, mountains, deserts, and valleys, alongside UNESCO World Heritage Sites like Al Baleed and Samharam Archaeological Parks.

As Oman continues to diversify its tourism offerings in alignment with its Vision 2040 goals, Dhofar Khareef 2025 is set to drive further growth, reinforcing the Sultanate’s position as a sustainable and competitive destination in the Arabian Gulf and beyond.

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