When heritage becomes a meaningful tourism

In the far north of Oman, where the rugged mountains of Musandam rise dramatically above the blue waters of the sea, a distinctive cultural experience is taking shape, one that moves beyond simply visiting a place to truly living it. In Khasab, the Zaree Khasab project stands out as a cultural and tourism initiative that brings together heritage preservation and community empowerment, offering visitors an authentic window into Musandam’s deeply rooted identity.
Zaree Khasab is not a conventional tourism project. Rather, it is an interactive space that invites visitors to explore traditional handicrafts, handmade products, heritage clothing, local cuisine and oral storytelling passed down through generations. The project takes its name from the zaree, the shimmering threads traditionally used in Omani embroidery, symbolising authenticity, precision and fine craftsmanship. Just as the zaree enhances traditional attire with its distinctive beauty, Zaree Khasab adds a unique touch to the visitor experience, highlighting the richness of Musandam’s cultural heritage.

Launched in 2012, the project was established in Khasab due to the strategic importance of the Khasab Port as a major stop for international cruise ships. This growing influx of tourists created a genuine need for cultural experiences that foster direct interaction between visitors and the local community, allowing travellers to gain deeper insight into everyday life, traditions and values. Zaree Khasab emerged to meet this need, combining cultural promotion with economic empowerment.
In its early stages, the initiative began as a social project with a strong focus on utilising and developing women’s traditional skills. Over time, it evolved into an economically sustainable and well-structured venture, driven by a clear vision to provide participating women with stable income opportunities. This transition was supported by a strong commitment to quality, authenticity and continuous development.

The project’s emphasis on excellence enabled it to expand its presence beyond local boundaries. Zaree Khasab has participated in several prominent international exhibitions, including the France Maritime Exhibition and the Arabian Travel Market, as well as events held in Abu Dhabi, Riyadh, Cairo and Dubai. Adhering to the standards of the Ministry of Heritage and Tourism and obtaining official licences as tour guides further enhanced the project’s credibility, positioning it as a distinguished heritage experience representing Oman on international platforms.
Women’s empowerment remains at the heart of Zaree Khasab. The project provides stable employment for women artisans, along with training in production, management and marketing. It also offers them opportunities to showcase their talents locally and internationally, contributing to financial independence and improved living standards. As such, Zaree Khasab has become a pioneering model in Musandam for community-based projects with tangible social and economic impact.

Like many grassroots initiatives, the project faced several challenges in its early years, including limited resources and low public awareness of cultural tourism. These obstacles were overcome through self-reliance, a strong focus on craftsmanship and active participation in exhibitions and events. Challenges related to operating across multiple locations were addressed through clear team organisation and task distribution, ensuring efficiency and continuity.
Authenticity remains a cornerstone of the experience offered. Elderly women with long-standing expertise in traditional crafts actively participate in demonstrations, while local artisans use traditional tools and materials. Visitors are able to observe the crafting process as it is genuinely practiced, rather than as a staged performance. Traditional Omani dishes and customs are also integrated into the experience, providing an honest and immersive portrayal of life in Musandam.

Since its inception, the project has benefitted from strong institutional support. It began as a corporate social responsibility programme by Omran in 2012, which included training 50 local women in hospitality, entrepreneurship and foreign languages. Additional support from OQ contributed to the establishment of a permanent heritage tent at the Khasab Port to welcome cruise visitors. The Ministry of Heritage and Tourism was among the first entities to select Zaree Khasab to represent Oman internationally, alongside ongoing support from the Office of the Governor of Musandam.
Today, Zaree Khasab is more than a destination; it is a message that heritage, when presented with sincerity and respect, can become a source of cultural pride and economic strength. It stands as a living example of how a small idea, built on belief and craftsmanship, can grow into an internationally recognised project without losing its local roots.