MUSCAT: The campaign, launched in collaboration with the Office of the Governor of Dhofar, Dhofar Municipality and a number of relevant stakeholders, forms part of the Ministry’s ongoing efforts to reinforce the status of the Khareef Dhofar season as one of the region’s most prominent tourist seasons and premier summer destinations, while cementing its position as the preferred choice for families seeking breathtaking natural landscapes, temperate climates, and authentic cultural and touristic experiences.
The campaign embodies a cohesive national endeavour, bringing together various concerned entities to promote the Khareef Dhofar season through the execution of targeted marketing programmes and campaigns aimed at increasing visitor numbers, boosting hotel occupancy rates, and stimulating tourism-related economic activity. This, in turn, strengthens the standing of the Sultanate of Oman – Dhofar Governorate in particular – as a leading tourist destination at both the regional and international levels.
Marwan Abdul Hakim Al Ghassani, Director of the Promotion Department at the Directorate General of Heritage and Tourism in Dhofar Governorate, stated that the ‘Dhofar: A Different Experience’ campaign represents an innovative step that closely addresses the promotional requirements of target markets this year, and aligns with contemporary promotional strategies in today’s competitive regional environment.
Al Ghassani further noted that the campaign includes the production of a music video promoting the Khareef Dhofar season, performed by Saudi singer Rashed Al Majed, under the same title ‘Dhofar: A Different Experience’. Since its release, the production has garnered widespread engagement, reflecting its success in reaching the intended audience and enhancing the campaign’s visibility across digital platforms.

He elaborated that the Ministry has implemented digital advertising campaigns targeting the local and Gulf markets, launched integrated promotional initiatives in partnership with a number of Gulf-based travel and tourism companies in key source markets, and engaged media institutions – including public and private radio broadcasters – as well as local and regional Gulf airlines. In addition, familiarization tours and visits have been organized for delegations, media representatives, and tourism enterprises.
The Ministry has also produced and developed content and promotional materials specific to the Khareef Dhofar 2026 season, and has created and launched a dedicated digital page and booking platform available on the promotional website ‘Discover Oman’. This portal provides a comprehensive gateway featuring up-to-date information on the season, events, and tourism services, alongside direct booking capabilities for travel packages and promotional offers.
Al Ghassani emphasised that one of the campaign’s flagship promotional activities is the implementation of an integrated outdoor advertising programme both within and beyond the Sultanate of Oman. A domestic advertising drive has been rolled out, covering Salalah Airport as well as several governorates, including Muscat, Al Buraimi, Al Dakhiliyah, North Al Batinah, and South Al Sharqiyah, with the aim of maximising the campaign’s visual presence and reaching diverse demographic segments.
Promotional efforts have been extended to Gulf markets through outdoor advertising campaigns in selected target cities, alongside a promotional activation in Kuwait City in partnership with a tourism company, and another campaign in the Kingdom of Saudi Arabia targeting the cities of Jeddah, Abha, Taif, and Asir region. These initiatives contribute to enhancing the regional visibility of the Khareef Dhofar season and attracting a greater influx of visitors.
Furthermore, the Ministry of Heritage and Tourism has strengthened its promotional partnerships with airline carriers through coordinated marketing campaigns with Saudia, Jazeera Airways, and Oman Air to promote the Khareef Dhofar 2026 season across their respective platforms and marketing channels. This strategic collaboration supports the expansion of reach into target markets and enhances the overall efficiency of promotional efforts.
Al Ghassani noted that the Ministry has placed considerable emphasis on enhancing digital services and broadening their accessibility to ensure they reach the widest possible visitor base. In partnership with the Office of the Governor of Dhofar and Dhofar Municipality, the Ministry has launched a comprehensive strategic promotional plan to activate the approved digital applications – Sikka, Masara, and Fallo – which offer diverse accommodation options, contribute to sector regulation, safeguard the rights of beneficiaries, and elevate the quality of tourism services provided to visitors of the Khareef Dhofar 2026 season.