Salalah: Oman is hosting a select group of international media professionals during the 2024 Khareef Dhofar Season, an initiative aimed at elevating the nation's global profile. Shaikha bint Ahmed al Mahrouqiyah, Director General of External Media, spoke to the Observer about the strategic objectives and significance of this programme in promoting Oman on the world stage.
Al Mahrouqiyah outlined that the programme is structured into two groups, each visiting a range of tourist, cultural, historical, and archaeological sites across the Dhofar Governorate.
Notable locations include the ancient city of Samharam, Khor Ruri, the Land of Frankincense Museum, Wadi Dawka, as well as economic hubs like the Port of Salalah and the Salalah Free Zone. The media delegates are also set to experience the various events aligned with the 2024 Khareef Dhofar Season.
"This comprehensive programme spans multiple sectors, including economics and culture, to provide media professionals with an authentic understanding of Omani culture, particularly through visits to the countryside and interactions with the local lifestyle," said Al Mahrouqiyah.
The primary goal, according to Al Mahrouqiyah, is to solidify Oman’s presence in the global cultural and tourism arena and to amplify its media exposure. The programme has attracted participation from esteemed international media outlets, such as Reuters, the Foreign Press Association, National Geographic, television networks from China and Türkiye, and prominent newspapers from Spain and Germany, alongside independent journalists.
The visiting media professionals are divided into two groups, each arriving in Oman at different times throughout August. Al Mahrouqiyah emphasised the ongoing collaboration among all stakeholders involved in promoting and marketing Oman, highlighting that each entity has its own objectives, yet all share a common goal: to reach a global audience and establish enduring relationships with diverse media entities.
She concluded by stressing the importance of cultivating friendships and building trust with media partners, noting that capitalising on different seasons, such as the Khareef Dhofar, is crucial for enhancing Oman’s international media presence.
The Observer caught up with a number of the visiting journalists for their impressions of Dhofar during this holiday season.
Deborah Bonetti, Director of Foreign Press Association, said, "I had read up about the monsoon weather but it was still a surprise to see the tropical abundance of fruit and plants that can be found in and around Salalah. A real exception in the GCC. I was struck by how concentrated it is. The moment you go out of Salalah, you find sun, heat and desert again. That was incredible to see." "This weather is an attraction for people who live in very hot countries but for tourists from Western Europe it would not be very palatable. In the UK we enjoy cool and wet weather very often, so people are looking for some sun. And in Italy, rain is rarely seen as a bonus," she added.
Danielle Gusmaroli, a journalist for News Corp, an Australian newspaper, said, “I was unexpectedly surprised by the lush landscape of Dhofar and expected a dryer terrain. The khareef, whilst pleasantly refreshing, was a hindrance to what we could see whilst holidaying in the region. However, it is a pleasant refreshing change from the desert if you’re visiting the desert. A holiday in Salalah would appeal to tourists from the UK, however not during the khareef season when vision is impaired (because of the mist)." For Alexander Seale from La Post Newspaper, he knew there was a monsoon season but didn’t anticipate the rain and fog everyday. "I wanted to test the pool at the hotel but with this type of weather it was impossible. Salalah is a great holiday destination. I think tourists should come after the khareef season to get good weather. It has a lot of investment with the port of Salalah and other locations. I enjoyed the frankincense trees, the Frankincense Museum and the desert at Ubar and Rub Al khali. I already bought frankincense for myself and my mother as well as Omani halwa! I would come back again definitely. So many other places to explore!," he said.
Max Hayward Stanton, Social Media Influencer, said, "After living in the Middle East for more than 25 years, I am used to the dry and arid climate but have been exposed to content and stories from social media and friends who have visited Dhofar during the khareef. Despite thinking I knew what I was getting myself into, nothing could have prepared me for the lush natural beauty that is one of the reasons Salalah is world famous. The extent of the wadis, the overall greenness, the thick fog, steady rain, and the overall tropical feeling was an amazing break from the hot and humid." For Mustafa Oguz - TRT, Khareef season is truly captivating. "The transformation of the landscape into a verdant paradise, coupled with the cool mist and gentle rains, creates a magical atmosphere that feels like stepping into a different world. The unique experience of the khareef season would definitely appeal to tourists from my country. The cool weather and stunning scenery offer a refreshing change from the norm and provide an unforgettable escape," he said.
Natascha Plankermann, German freelance journalist, said, "It was an incredible experience to drive out of Khareef to the Empty Quarter and back again. You wouldn't believe how the weather changes completely within a few kilometres.
In fact, I am convinced that the (Salalah) seaport is becoming increasingly interesting for German investors — and there are already some initial projects that I am excited about. I will definitely be back and will certainly report enthusiastically on my experiences — as soon as I return to Germany."
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