Vibrant Al Ashkharah welcomes visitors
Under the auspices of Dr Said bin Mohammed al Saqri, Minister of Economy, the third edition of the Ajwa'a al Ashkharah (Al Ashkharah Summer Extravaganza) festival was officially inaugurated on Wednesday, in the seaside town of Al Ashkharah, located in the Wilayat of Jaalan Bani Bu Ali, Al Sharqiyah South Governorate.
The festival, which continues until August 9, offers a wide array of daily activities including cultural performances, musical evenings, poetry recitals, family events, interactive competitions and heritage showcases — positioning Al Ashkharah as a unique summer destination on the national tourism map.
The opening highlighted several community-based initiatives and interactive programmes aimed at engaging diverse age groups while showcasing the cultural and economic potential. Guests were treated to a documentary-style presentation introducing the vision and objectives of the festival, followed by a musical performance by a local scout band.
Dr Yahya bin Badr al Maawali, Governor of Al Sharqiyah South, stated that the festival has evolved into a practical model for sustainable local development, underlining the importance of seasonal tourism in stimulating the local economy and fostering community engagement.
'The real value of this festival lies not only in its programme lineup but in its ability to create meaningful partnerships between the public sector, private businesses and the local community,' he said.
'It's about activating a local ecosystem where everyone has a role — whether through small enterprises, cultural contributions, or social innovation. This edition has been particularly expansive and well- coordinated, building on the success of previous years,' he added.
He emphasised that tourism must be rooted in community involvement and local potential: 'We are committed to developing a comprehensive and sustainable model for domestic tourism — one that is grounded in creativity, interaction and continuous improvement. Our aim is to align these efforts with Oman Vision 2040, ensuring that festivals like this serve as platforms for dialogue, innovation and long-term development.'
Mohammed bin Humaid al Ghabshi, Wali of Jaalan Bani Bu Ali, noted that the third edition of the festival demonstrates the community's growing capacity to design and execute high-impact events.
'This year's festival has expanded its reach to include not only traditional and recreational offerings but also modern tools for economic empowerment. Youth and women are actively engaged through SMEs displays, family-run businesses and creative platforms.' The Wali added that this year's programme was carefully curated to include activities for children, families and entrepreneurs alike, turning the festival into a space that blends entertainment with education and enterprise.
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