Monday 03 / August / 2026
Muscat: The Ministry of Heritage and Tourism, in cooperation with the Office of the Governor of Dhofar, Dhofar Municipality, and several other relevant entities, has launched its promotional campaign for the Khareef Dhofar season 2026, under the slogan "Dhofar is Something Else."
The campaign is part of the Ministry's efforts to enhance the Khareef Dhofar season's position as one of the most popular tourist seasons and ideal summer destinations in the region, and to establish it as the first choice for families seeking stunning natural beauty, a pleasant climate, and authentic tourism and cultural experiences.
The campaign embodies the integration of national efforts among various stakeholders to promote the Khareef Dhofar season through the implementation of marketing programs and campaigns aimed at increasing visitor numbers, raising hotel occupancy rates, and stimulating tourism and economic activity. This will further enhance the position of the Sultanate of Oman, and Dhofar Governorate in particular, as a leading tourist destination at both the regional and international levels.
Marwan bin Abdul Hakim Al Ghassani, Director of the Promotion Department at the Directorate General of Heritage and Tourism in Dhofar Governorate, stated that the "Dhofar is Something Else" campaign is an innovative initiative that closely addresses the requirements of tourism promotion in the targeted markets this year and aligns with current promotional trends in today's competitive regional environment.
Al Ghassani added that the campaign included the production of a promotional video for the Khareef Dhofar season by Saudi artist Rashed Al Majed, titled "Dhofar is Something Else." The video has garnered significant engagement since its release, reflecting its success in reaching the target audience and enhancing the campaign's presence on digital platforms.
Al Ghassani explained that this video is one of the campaign's tools, through which the Ministry of Heritage and Tourism seeks to create a unique visual identity that resonates with local and Gulf tourists.
He noted that other complementary tools are also being used to achieve the desired objectives and maximize the economic returns from the season.
The Director of the Promotion Department at the Directorate General of Heritage and Tourism in Dhofar Governorate explained that a digital advertising campaign targeting the local and Gulf markets was implemented, along with integrated promotional campaigns launched in partnership with several Gulf travel and tourism companies in the targeted markets, media outlets including public and private radio stations, and local and regional Gulf airlines. Familiarization trips and visits were also organized for delegations, media organizations, and tourism companies.
Furthermore, the Ministry prepared and produced promotional content and materials for the Dhofar Autumn Season 2026. A digital page promoting the season and a booking platform were also created and launched on the "Discover Oman" promotional website. This platform provides a comprehensive resource with up-to-date information about the season, events, and tourism services, as well as enabling direct booking of tour packages and offers.
Marwan bin Abdul Hakim Al Ghassani confirmed that the most prominent promotional activity of the campaign is the implementation of a comprehensive outdoor advertising program both within and outside the Sultanate of Oman. A local advertising campaign was launched, covering Salalah Airport and several governorates, including Muscat, Al Buraimi, Al Dakhiliyah, North Al Batinah, and South Ash Sharqiyah, with the aim of enhancing the campaign's visual presence and reaching diverse target audiences.
The promotional efforts extended to Gulf markets through the implementation of outdoor advertising campaigns in several targeted cities. Additionally, a promotional campaign was launched in Kuwait City in partnership with a tourism company, and another campaign in Saudi Arabia targeted the cities of Jeddah, Abha, Taif, and the Asir region. This contributes to strengthening the presence of the Dhofar Autumn Season in regional markets and attracting more visitors.
The Ministry of Heritage and Tourism has also strengthened its promotional partnerships with airlines by implementing joint marketing campaigns with Saudi Arabian Airlines, Jazeera Airways, and Oman Air to promote the Dhofar Autumn Season 2026 across their platforms and marketing channels. This supports expanding access to target markets and enhancing the effectiveness of promotional efforts.
The Ministry of Heritage and Tourism has also placed great emphasis on enhancing digital services and expanding their reach to the widest possible range of visitors. In partnership with the Dhofar Governorate and Dhofar Municipality, it launched a comprehensive strategic promotional plan to activate approved digital applications (Sikka, Masarra, and Faloo). These applications offer diverse accommodation options, contribute to regulating the sector, protect the rights of beneficiaries, and improve the quality of tourism services provided to visitors during the Khareef Dhofar Season 2026.
