Over 150,000 flock to Ajwaa Al Ashkharah
Al Ashkharah in Al Sharqiyah South Governorate is abuzz as the Ajwaa Al Ashkharah 2025 Festival welcomed over 150,000 visitors in the first few days. This turnout signals a strong start for the annual summer event, which blends heritage, entertainment and family-friendly activities in a vibrant setting by the sea.
The festival, held at Al Ashkharah Public Park, has transformed the serene coastal town into a hub of cultural and social activity, attracting families, youth and tourists. Running through August 9, 2025, the festival aims to promote domestic tourism and showcase Oman's rich heritage in an interactive and engaging way.
The event features a variety of experiences for visitors: 'Abq Al Turath' Heritage Village, where artisans demonstrate traditional crafts, including live net-weaving, pottery and ship modelling; folk dances and music performances highlighting Oman's coastal heritage.
Children's entertainment zones with games, competitions and popular cartoon characters, Family-friendly theatrical and cultural shows, giving visitors a chance to immerse themselves in local traditions while enjoying modern entertainment.
The festival has also introduced upgraded infrastructure, including expanded green spaces, shaded rest areas and parking for over 300 vehicles, ensuring a smooth experience for all attendees.
Visitors have expressed admiration for the festival's unique blend of tradition and modernity.
Ranaad bint Yahya Al Marjabiyah, a local visitor, shared her excitement: 'I was surprised by the beauty of Al Ashkharah and the organisation of the festival. The heritage village was a highlight for me — it brings Omani culture to life in such an interactive and enjoyable way'.
Abdullah bin Ahmed Shaikh Belhadj, a tourist from Algeria, echoed the sentiment: 'The festival exceeded my expectations. I was impressed by the variety of cultural activities and the professionalism of the organisation. Experiencing Omani heritage firsthand was unforgettable and the pleasant summer weather made it even more enjoyable'.
For Salim bin Ali Al Sinaidy from the Wilayat of Ibra, the festival represents a perfect fusion of past and present. 'Ajwaa Al Ashkharah offers a modern take on traditional Omani life, which makes it enjoyable for the whole family. Watching artisans create fishing nets and other crafts was both educational and inspiring'.
Organised in collaboration with government and private partners, the festival is part of Al Sharqiyah South Governorate's broader efforts to boost local tourism and community engagement.
According to festival organisers, the event has also created around 90 temporary jobs, offering young Omanis opportunities to gain experience in event management, hospitality and tourism services.
With a strong start, organisers expect attendance to surge during the upcoming weekend and holiday periods, potentially surpassing previous editions. The combination of cultural exhibitions, live performances and family entertainment is solidifying Ajwaa Al Ashkharah as one of Oman's must-visit summer events.
As the festival continues to grow year after year, it stands as a model of community-driven cultural tourism, where heritage is not only preserved but also celebrated in ways that resonate with younger generations and international visitors alike.
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