Strategy unveiled to market Dhofar as year-round destination

SALALAH, AUGUST 27

Recognising the need to diversify Dhofar's tourism offerings and extend its appeal beyond the peak khareef season, the Ministry of Heritage and Tourism has unveiled a marketing strategy to promote Dhofar as a year-round destination. This is to be achieved by highlighting Dhofar’s diverse attractions, including its historical sites, natural landscapes and cultural heritage. By encouraging visitors to explore Dhofar beyond the khareef season, the ministry hopes to stimulate the local economy, create new job opportunities and improve the quality of life for residents.

Marwan al Ghassani, Director of Promotions at the Directorate-General of Heritage and Tourism in Dhofar Governorate, said the 100-day campaign aims to capitalise on Dhofar Governorate's unique appeal, particularly during the khareef season, while extending its reach to other periods of the year. The ministry's strategic approach is divided into three phases, each tailored to maximise visitor engagement.

Phase I coincides with the onset of the khareef season. During this period, the ministry is collaborating with the tourism sector to create enticing travel packages that showcase Dhofar Governorate's cooler temperatures, affordable pricing and diverse attractions. A specific focus is placed on regions such as the wilayats of Rakhyout and Dhalkout, where the khareef season often begins earlier.

Phase II spans from June 21 until the start of the khareef weather changes. This phase aligns with the peak tourist season, particularly this year due to the overlap with Eid Al Adha. To capitalise on this opportunity, the ministry is offering competitive travel packages that bundle accommodation, tours, and transportation. These packages are designed to provide visitors with a seamless and enjoyable experience, from the moment they arrive to the time they depart.

Phase III addresses the traditional slowdown in tourism that occurs during the academic year. To mitigate this, the ministry has strategically shifted the timing of conferences and meetings to September and October. This approach aims to optimise the utilisation of hotel and tourist facilities during a typically quieter period. By attracting business travellers and conference attendees, the ministry hopes to stimulate the local economy and provide a steady stream of revenue for tourism businesses.

Al Ghassani emphasised the importance of adaptability in tourism marketing. By providing visitors with accurate and transparent information about Dhofar Governorate's conditions and attractions, the ministry seeks to enhance their overall experience and ensure the region's tourism industry remains vibrant throughout the year. Additionally, the ministry is committed to fostering a sustainable tourism model that respects the local culture, environment and heritage.

While the ministry's marketing strategy is ambitious and promising, there are several challenges that need to be addressed. One of the main challenges is the limited infrastructure and facilities in Dhofar Governorate, which can hinder the governorate’s ability to accommodate a larger number of visitors. Additionally, the lack of awareness about Dhofar Governorate's year-round attractions among international travellers is another obstacle that needs to be overcome.

However, there are also significant opportunities for Dhofar Governorate's tourism industry. The governorate’s unique natural beauty, cultural heritage and growing infrastructure development offer immense potential for attracting visitors throughout the year. By effectively marketing Dhofar Governorate as a diverse and welcoming destination, the ministry can help realise this potential and ensure the region's long-term sustainability.