Digital Khareef: Turning viral views into sustainable visits

Each year, as Khareef approaches, public focus naturally turns to Dhofar's misty mountains, cool weather, and verdant scenery, which highlight the region's uniqueness. Thousands of visitors flock to Salalah for a season unlike any other in the Gulf. In recent years, another key element has contributed to the season's success: its growing digital presence.
Social media has transformed Khareef from a seasonal event into one of the Gulf's top tourism highlights. A brief video of clouds over the mountains or a photo of Dhofar's lush valleys can reach thousands of potential visitors within hours. Even before reaching Salalah, many travellers have already experienced Khareef through smartphones. Consequently, social media greatly influences tourism during Khareef, shaping travel choices, setting visitor expectations, and increasingly impacting which destinations gain the most attention. Families planning summer vacations often turn to online content to decide where to stay, what to visit, and how much time to spend in the region.
This digital visibility has delivered significant benefits to Oman's tourism sector. Increased awareness has attracted visitors from across the GCC and beyond. Hotels, restaurants, transport providers, tour operators, cafes, and small businesses all benefit from the growing interest in Khareef. For local entrepreneurs, social media provides an affordable way to reach potential customers and showcase their products and services.
However, social media does more than encourage people to visit. It also shapes how destinations are experienced. Many visitors arrive with a list of locations they have already seen online. Certain viewpoints, waterfalls, and attractions receive considerable attention because they appear frequently on social media feeds. As a result, some sites become highly congested while equally attractive locations remain relatively overlooked. This trend presents both opportunities and challenges. On one hand, social media has helped establish Khareef as one of the region's most recognizable tourism experiences. On the other hand, the concentration of visitors in a limited number of locations places additional pressure on infrastructure, public facilities, traffic management, and the natural environment.
Khareef's success shouldn't be judged only by visitor counts or online activity. As social media brings more travellers to Dhofar, it's crucial to focus on environmental protection, waste management, conservation, and maintaining natural sites. Sustainable tourism isn't just a future goal; it is now a necessary part of the present.
The growing popularity of Khareef highlights the importance of promoting responsible tourism. Tourism authorities, businesses, content creators, and visitors all have a role to play in ensuring that increased visibility does not come at the expense of the landscapes that attract people in the first place. Greater attention can also be given to promoting lesser-known attractions, encouraging visitors to explore more of Dhofar while reducing pressure on overcrowded sites. Social media has introduced Oman to new audiences, supported local businesses, and strengthened the country's tourism profile. More importantly, it has enabled people from different countries and cultures to discover a side of Oman that many had never previously associated with the Arabian Peninsula.
As another Khareef season unfolds, millions of images and videos will once again be shared across digital platforms. They will inspire journeys, create expectations, and encourage new visitors to experience Dhofar for themselves. Yet the long-term success of Khareef will depend not only on its online popularity but also on preserving the authenticity, beauty, and environmental richness that make it special. The goal should be simple: to turn viral views into sustainable visits. The future of Khareef should not be measured only by how many people see it online, but by how effectively its unique natural environment is protected for future generations.

Sonia Umair The author works at Dhofar University