3 days ago
‘Safek Akhdar' campaign unveiled to attract GCC tourists to Dhofar
Salalah – Ministry of Heritage and Tourism (MHT) has launched its Khareef Dhofar 2025 promotional campaign titled 'Safek Akhdar' or 'Make Your Summer Green' – in Kuwait City, as part of its wider efforts to introduce citizens of the Gulf Cooperation Council (GCC) countries to Oman's most iconic tourist season.
The initiative is designed to highlight the unique tourism offerings of Dhofar governorate during the khareef season, a three-month period that transforms the region into a lush green landscape, offering respite from the sweltering summer temperatures across the Gulf.
Through the campaign, the ministry aims to showcase the exceptional experiences Dhofar has to offer – from its moderate climate and dramatic natural scenery to its deep-rooted cultural heritage. The effort aligns with the ministry's broader strategy to boost inbound tourism from regional markets.
In a statement, the ministry affirmed its full readiness for the Khareef Dhofar 2025, which will officially begin on June 21 and continue until September 21. Preparations include the rollout of a series of promotional programmes, alongside close coordination with relevant entities to ensure a seamless and enriching experience for visitors.
Dhofar governorate currently boasts 83 licensed hotel establishments, offering a total of 6,537 rooms – all fully prepared to accommodate the anticipated influx of tourists.
The upcoming season is expected to feature a rich lineup of cultural, entertainment and recreational activities, spread across both existing and newly developed sites to meet the interests of various tourist segments.
The campaign's timing is especially strategic, as summer temperatures in many neighbouring countries regularly exceed 40°C. In contrast, Dhofar's cooler climate and vibrant green landscapes offer a refreshing escape – making it one of the Gulf's most sought-after seasonal destinations.
Part of a broader promotional strategy, the 'Make Your Summer Green' campaign supports the ministry's long-term vision to promote Oman's diverse tourism offerings – spanning nature, heritage and adventure – across both regional and international markets. These efforts are expected to drive sustained growth in visitor numbers in the years ahead, particularly amid rising interest in sustainable tourism and destinations with a unique environmental and cultural identity.
In parallel with the ministry's efforts, Dhofar Municipality has also launched targeted marketing campaigns across Gulf markets. These include media advertisements, social media engagement, and participation in key regional travel exhibitions.
Several new and existing venues are being primed to host events during the season. Atin Square, envisioned as a hub for international events, will feature a shopping area, open-air theatre, gaming zones, and lighting and laser shows. Awqad Park will offer family-friendly entertainment, while Salalah Public Park will cater to sports activities. Al Marooj Theatre will host performances by both local and international artistes.
Activities will also extend to other wilayats of Dhofar, incorporating a mix of cultural, sporting and commercial events to further enhance the overall visitor experience.
The 2024 khareef season received over 1mn visitors, marking a 9% increase compared to the previous year – a strong indicator of growing regional interest in Dhofar as a premier seasonal destination.
