Muscat: The Ministry of Heritage and Tourism, in collaboration with the Office of the Governor of Dhofar, Dhofar Municipality, and a number of relevant stakeholders, has officially launched its promotional campaign for the Khareef Dhofar (monsoon) season 2026, under the theme "Dhofar: A Different Experience."
According to Oman News Agency, the campaign forms part of the Ministry's ongoing efforts to reinforce the status of the Khareef Dhofar season as one of the region's most prominent tourist seasons and premier summer destinations. It aims to cement its position as the preferred choice for families seeking natural landscapes, temperate climates, and authentic cultural and touristic experiences.
The campaign embodies a cohesive national endeavour, uniting various entities to promote the Khareef Dhofar season through targeted marketing programmes. These efforts are designed to increase visitor numbers, boost hotel occupancy rates, and stimulate tourism-related economic activity, thereby strengthening the standing of the Sultanate of Oman-and Dhofar Governorate in particular-as a leading tourist destination both regionally and internationally.
Marwan Abdul Hakim Al Ghassani, Director of the Promotion Department at the Directorate General of Heritage and Tourism in Dhofar Governorate, stated that the "Dhofar: A Different Experience" campaign is an innovative step that closely addresses the promotional requirements of target markets this year. It aligns with contemporary promotional strategies in today's competitive regional environment.
Al Ghassani further noted that the campaign includes the production of a music video promoting the Khareef Dhofar season, performed by Saudi singer Rashed Al Majed, under the same title "Dhofar: A Different Experience." The production has garnered widespread engagement, reflecting its success in reaching the intended audience and enhancing the campaign's visibility across digital platforms.
The Ministry has implemented digital advertising campaigns targeting the local and Gulf markets, launched integrated promotional initiatives with Gulf-based travel and tourism companies, and engaged media institutions-including public and private radio broadcasters-as well as local and regional Gulf airlines. Familiarization tours and visits have been organized for delegations, media representatives, and tourism enterprises.
Additionally, the Ministry has developed content and promotional materials for the Khareef Dhofar 2026 season and launched a dedicated digital page and booking platform on the promotional website "Discover Oman." This portal provides comprehensive information on the season, events, and tourism services, with direct booking capabilities for travel packages and promotional offers.
Al Ghassani emphasized that one of the campaign's flagship promotional activities is the implementation of an integrated outdoor advertising programme within and beyond Oman. A domestic advertising drive has been rolled out, covering Salalah Airport and several governorates, with the aim of maximizing the campaign's visual presence and reaching diverse demographic segments.
Promotional efforts have been extended to Gulf markets through outdoor advertising campaigns in selected target cities, alongside a promotional activation in Kuwait City and another campaign in Saudi Arabia targeting Jeddah, Abha, Taif, and Asir region. These initiatives enhance the regional visibility of the Khareef Dhofar season and attract a greater influx of visitors.
Furthermore, the Ministry of Heritage and Tourism has strengthened its promotional partnerships with airline carriers through coordinated marketing campaigns with Saudia, Jazeera Airways, and Oman Air to promote the Khareef Dhofar 2026 season. This collaboration expands reach into target markets and enhances promotional efforts' overall efficiency.
Al Ghassani noted that the Ministry has emphasized enhancing digital services and broadening accessibility to reach the widest possible visitor base. In partnership with the Office of the Governor of Dhofar and Dhofar Municipality, the Ministry has launched a strategic promotional plan to activate digital applications-Sikka, Masara, and Fallo-which offer diverse accommodation options, contribute to sector regulation, safeguard beneficiaries' rights, and elevate the quality of tourism services for Khareef Dhofar 2026 visitors.