Dhofar reimagines Khareef 2025 as cultural, economic showcase
Published: 05:06 PM,Jun 14,2025 | EDITED : 09:06 PM,Jun 14,2025
This year marks a turning point in how the season is designed and delivered, said Dr Ahmed bin Mohsen al Ghassani, Chairman of Dhofar Municipality.
SALALAH: Dhofar is gearing up for a bold relaunch of its renowned Khareef Dhofar Season, with visitor numbers projected to increase by 10 to 15 per cent. The surge is set to be driven not only by upgraded event zones and expanded cultural programmes, but by a major policy shift that puts small local businesses and artisans at the heart of the festival.
“This year marks a turning point in how the season is designed and delivered,” said Dr Ahmed bin Mohsin al Ghassani, Chairman of Dhofar Municipality, during a press conference in Salalah. “Our goal is to create a richer, more inclusive experience — one that celebrates heritage, empowers communities and strengthens Dhofar’s position on the regional tourism map.'
All major event zones have been renamed in Arabic to reinforce cultural identity and heritage continuity. Activities will extend beyond Salalah to include the Wilayats of Taqah and Sadah — areas that attract increasing seasonal residency and tourism — as part of a decentralised approach to regional development.
The rebranded Modern Waterfront (formerly “Uptown”) in Ateen Plain will host upgraded entertainment programming in a newly designed layout. Health Park, previously known as Salalah Public Park, is now a year-round fitness and wellness hub, with expanded activity schedules during Khareef.
A dedicated family zone called Children’s Time has been introduced at Awqad Park, offering interactive educational experiences. The heritage-themed Return to the Past area has been redesigned with new theatre spaces, improved visitor flow and increased capacity for cultural showcases.
At Ateen Square, the 2025 season will feature an expanded programme of immersive audiovisual experiences, with the number of scheduled light, sound and laser shows rising from 600 last year to nearly 1,000 this year. Designed to captivate audiences with high-impact storytelling and visual spectacle, these performances aim to deepen visitor engagement and showcase Dhofar’s cultural themes through innovative multimedia formats.
Putting Omani SMEs at the Centre Perhaps the most impactful change lies in the elevation of local enterprise. Dr Al Ghassani emphasised that this year’s season adopts a deliberate strategy to integrate Omani small and medium-sized enterprises (SMEs) and artisans across all major venues.
“Dedicated efforts have been made to ensure these businesses are not only represented, but featured prominently,” he said. From heritage crafts and natural products to homegrown culinary offerings, local producers will be given priority access to high-footfall zones and logistical support.
In remarks to the Observer, Dr Mohammed al Sheshai, Director General of the Media Directorate in Dhofar Governorate, stressed the role of media in amplifying Khareef’s value proposition both domestically and internationally. “We are committed to delivering comprehensive and professional media coverage to reflect the depth of Dhofar’s offerings,” he said. “It is not just about promoting events — it’s about strengthening Oman’s image as a destination for culture, sustainability and opportunity,” he said.
Dr Al Sheshai noted that media engagement this year will focus on storytelling, strategic visibility and broader regional outreach — helping attract not only tourists, but also investors and collaborators aligned with Oman Vision 2040.
A New Tourism Paradigm Dhofar’s reimagined Khareef 2025 is more than a festival reboot. It is a model for how tourism can serve national development: by localising benefits, celebrating heritage and creating lasting economic value.
“This year marks a turning point in how the season is designed and delivered,” said Dr Ahmed bin Mohsin al Ghassani, Chairman of Dhofar Municipality, during a press conference in Salalah. “Our goal is to create a richer, more inclusive experience — one that celebrates heritage, empowers communities and strengthens Dhofar’s position on the regional tourism map.'
All major event zones have been renamed in Arabic to reinforce cultural identity and heritage continuity. Activities will extend beyond Salalah to include the Wilayats of Taqah and Sadah — areas that attract increasing seasonal residency and tourism — as part of a decentralised approach to regional development.
The rebranded Modern Waterfront (formerly “Uptown”) in Ateen Plain will host upgraded entertainment programming in a newly designed layout. Health Park, previously known as Salalah Public Park, is now a year-round fitness and wellness hub, with expanded activity schedules during Khareef.
A dedicated family zone called Children’s Time has been introduced at Awqad Park, offering interactive educational experiences. The heritage-themed Return to the Past area has been redesigned with new theatre spaces, improved visitor flow and increased capacity for cultural showcases.
At Ateen Square, the 2025 season will feature an expanded programme of immersive audiovisual experiences, with the number of scheduled light, sound and laser shows rising from 600 last year to nearly 1,000 this year. Designed to captivate audiences with high-impact storytelling and visual spectacle, these performances aim to deepen visitor engagement and showcase Dhofar’s cultural themes through innovative multimedia formats.
Putting Omani SMEs at the Centre Perhaps the most impactful change lies in the elevation of local enterprise. Dr Al Ghassani emphasised that this year’s season adopts a deliberate strategy to integrate Omani small and medium-sized enterprises (SMEs) and artisans across all major venues.
“Dedicated efforts have been made to ensure these businesses are not only represented, but featured prominently,” he said. From heritage crafts and natural products to homegrown culinary offerings, local producers will be given priority access to high-footfall zones and logistical support.
In remarks to the Observer, Dr Mohammed al Sheshai, Director General of the Media Directorate in Dhofar Governorate, stressed the role of media in amplifying Khareef’s value proposition both domestically and internationally. “We are committed to delivering comprehensive and professional media coverage to reflect the depth of Dhofar’s offerings,” he said. “It is not just about promoting events — it’s about strengthening Oman’s image as a destination for culture, sustainability and opportunity,” he said.
Dr Al Sheshai noted that media engagement this year will focus on storytelling, strategic visibility and broader regional outreach — helping attract not only tourists, but also investors and collaborators aligned with Oman Vision 2040.
A New Tourism Paradigm Dhofar’s reimagined Khareef 2025 is more than a festival reboot. It is a model for how tourism can serve national development: by localising benefits, celebrating heritage and creating lasting economic value.