The Undersecretary of MHT for tourism: The success of the Khareef Dhofar season this year is a result of marketing, promotional strategy, integrated and for the harmonious system by all partners of the tourism sector.
Chairman of Dhofar Municipality: The early announcement of event programs which aimed at providing the opportunity for tourists to set their tourism plan, contributed to strengthening the season’s success
The efforts made by the Ministry of Heritage and Tourism( MHT), and Dhofar Municipality, in cooperation with partners in the tourism sector, led to exceptional Khareef Dhofar season’s programs in this year of 2023, where the season recorded remarked standard results, due to its integrated and harmonious marketing and promotional strategy, where it recorded approximately one million visitors , registering an increase of 16% .
Commenting on this achievement, His Excellency Azzan bin Qasim Al Busaidi, Undersecretary of the Ministry of Heritage and Tourism, for tourism said: The success of the Khareef Dhofar Season this year came as a result of strenuous efforts undertaken by the Ministry, in cooperation with partners in the tourism sector.
His Excellency the Undersecretary added: the Ministry exerted its efforts to maximize the richness of the tourism product in order to create unique and diverse experiences for visitors and tourists, through tourism services that meet the requirements of all categories of tourists, and to assure the readiness of hospitality facilities, including the licensed hotel establishments, in addition to integrate efforts with government and private sectors in the Governorate of Dhofar and the partners of the tourism sector, while working in a team spirit, which reflected positively on the success of Khareef Dhofar Season, where the number of its visitors exceeded 924 thousand visitors, up by 17%, compared to the previous season.
He pointed out that, the promotional plan for the season, which developed a marketing strategy for all three months periods of the season. has been set in accordance with the proportion to each period of the season, in various paths including media promotions, social media paid advertisements, and concluding partnerships with airline companies and hotel establishments to implement a promotional campaign, there is also ongoing cooperation with airlines and hotels to design attractive promotional packages and incentives, while many packages have actually been offered and sold through the platforms and websites of tourist offices, where they have witnessed great demand and interest as a result of the attractive offers, while the Governorate of Dhofar was also promoted in conferences , regional and international travel and tourism markets, highlighting the events and activities carried out during Khareef season .
His Excellency clarified that the Ministry succeeded last year season in promoting the periods in which the tourism movement was weak in particular at the beginning and end of the season, due to many reasons including the incompleteness of the autumn atmosphere and the start of the academic year, while 57% of the visitors to Khareef Dhofar arrived to the Governorate of Dhofar during the period from the beginning of the season till the end of August 2023, where the tourist flow was distributed between land ports by 77% and 23% through air ports through Salalah International Airport.
He also clarified that , the focus was on various types of tourism, such as adventure tourism and hosting international sports competitions and tournaments, in addition to organizing specialized international conferences and exhibitions, with the follow-up of the Oman Convention Bureau , which affiliated to the Ministry of Heritage and Tourism. This in the context of the efforts aimed at ranking the Sultanate of Oman as an attractive tourist destination throughout the year and a leading model for specialized tourism, such as international and regional conference tourism, and making the Governorate of Dhofar during the spring season (Surb , as it is called locally) prepared to attract regional and international conferences and events in addition to the Khareef season, as well as setting a program to attract charter flights from some international markets such as Europe during the winter tourism season.
His Excellency the Undersecretary of the Ministry of Heritage and Tourism for Tourism also pointed out to the implementation of a group of tourism development projects in some tourist attraction sites in partnership between the Ministry, the Dhofar Municipality and Omran Company, including the waterfront development project for Al-Mughassil Beach, the Hamrir View Project, Wadi Darbat, Etin Gardens, and Ain Jarziz, was a qualitative addition and enhanced the quality of the tourist experience for visitors.
For his part, His Excellency Dr. Ahmed bin Mohsen Al-Ghassani, Chairman of Dhofar Municipality, said that the most critical factor for the success of the KhareefDhofar and other seasons in the governorate of Dhofar is due to the integrated and harmonious system of the public and private sector entities, the civil society institutions, and the people of the governorate.
He stressed that the success of Khareef Dhofar, would not have been possible without this kind of participatory and integrated system, through which all parties in the governorate of Dhofar have worked within the framework of a unified vision that everyone works to achieve it.
He added: In this context, it is necessary to point out that, the efforts of this integrated system have contributed to the success of the season for various reasons, while the first reason for the success of the season is the periodic meetings of the competent authorities in the Governorate of Dhofar to discuss visions and plans and work on integrated teamwork, as this comes within the framework of the ( system of the Governorate of Dhofar), under the supervision of His Highness Sayyid Marwan bin Turki Al Said, Governor of Dhofar.
This comes as a continuation of the development of plans with specific roles in which all competent authorities participated, where the development plans for this year’s season, have been linked to the evaluation of the previous year’s season, as well as setting the tourism promotion plans, improving services at the tourism sites, locating events over more expansive geographical areas, raising the level and quality of events, organizing traffic movement, and maintaining the environmental balance when planning to develop tourism sites.
He emphasizedthat, one of the factors for the success of Khareef Dhofar season is the availability of all information about the tourism sites and events in one platform, which is the (Dhofar Seasons application).
Dhofar Seasons application ,is considered as an integrated digital guide for all seasons at the Governorate of Dhofarand allows identifying tourism events, sites and booking tickets for recreational and tourism activities.This also is being supported by the (Absher) application, which makes it easier for citizens, residents and tourists to request services provided byDhofar Municipality.
He added that,the Governorateof Dhofaris distinguished by its three tourism seasons: Khareef , Al Surb ,and Winter, while these seasons extend from June to April every year , that is, for approximately ten months.
The Governorate of Dhofaris witnessing remarkable increase in the number of tourists during the all three seasons , while the statistics for this year’s Khareef season pointed out that , the Khareef season is considered as one of the most important indicators of tourism and economic growth in the governorate of Dhofar , where the Indicators of hotel reservations in the winter season also predicted an increase in the number of people who will visit to the governorate of Dhofarduring the upcoming Surb and winter seasons.
He also added that , this growth in the number of tourists is contributing to strengthenthe position of the Governorate of Dhofar as a global tourism destination, while an increasing numbers of tourists flock to the governorate throughout the three seasons to experience unique experiences that supported by moderate temperatures throughout the year, unique nature during the three seasons, and professional tourism serviceswith international standardsin the hotels and resorts at the Governorate of Dhofar.
His Excellency the Chairman of Dhofar Municipality clarified that , the continued strengthening of the identity of all tourism seasons in the governorate of Dhofar , as a comprehensive identity under the name of (Dhofar), and the subsequent identities linked to the seasons and events such as (KhareefDhofar ), (SurbDhofar ), and (Dhofar Winter) also contributed to the promotion of all tourism seasons in the governorate under one identity , within the framework of the comprehensive identity that was launched last year.
The launching of one comprehensive identity aims at unifying all seasons of Dhofar, enhancing the experience of citizens and tourists as an integrated experience, providing an opportunity for the visitors to enjoy all the elements of the picturesque nature, various events and activities, including adventures, culture, shopping, entertainment and sports activities, taking advantage of all the components of the governorate’s Wilayats in all seasons.
He explained that, developing tourism sites requires setting a comprehensive long-term structural plan and two short- and medium-term plans.Therefore the development of tourism sites takes place gradually in accordance with these plans.
He pointed out that , the development of some tourist sites already kicked off last year in cooperation and coordination with the Ministry of Heritage and Tourism and Omran Company, where the first phase of some projects was completed, such as the Darbat Falls view, where its work included improving the entrance , creating seating sites with modern flooring and umbrellas, creating a corridor to reach the view site, as well as providing public transportation buses in cooperation with Mowasalat Company.
The implementation of the first phase of WadiDarbat walkway has also begun, which will include a modern walkway, protection barriers, modern seating areas, and kiosks with a unique aesthetic element.
It is worth noting that the WadiDarbat area has witnessed many events and activities, including kayaking, rowing boats, and an adventure area.
The Darbat area in general witnessed many activities that were implemented through providing opportunities for Omani entrepreneurs, where modern and sophisticated services were provided around the valley stream area, in addition to adventurous experiences in Darbat Cave.
Tourism sites development projects also included the implementation of the first phase of the Al-Mughassil area, which included a modern walkway with a group of cafes, restaurants, and theater performances, in addition to a public square, an events area, and vehicles transporting hikers from the parking lots to the entrance to Al-Marneef Cave.
The tourism sites development projects also included the improving of Ain Gerziz area, providing it with relaxation facilities, allocating sites for barbecues and relaxation.
It also included the development of Hamreir View area through a package of facilities to serve the visitors in order to spend times full of fun and excitement.
He added that, the roles of many entities in the governorate of Dhofarare complementary to implement infrastructure projects in accordance with Dhofar Governorate’s vision for comprehensive development.
He pointed out that, the governorate, represented by the office of His Highness the Governor of Dhofar, is working to implement many projects such as the governorate’s development projects that were previously announced, in addition to the Al-Rasha Boulevard project and other strategic projects.
He added that,The Ministry of Transport, Communications and Information Technology is also implementing a package of road projects in the governorate, including yje improvement of the Waterfronts in the governorate, such as Haffa Beach Souqproject and the development of the waterfront in Al-Dahariz and Awqad.
The Governorateof of Dhofar also has a strategy to enhance its tourism seasons throughout the year, in order to utilize the comparative advantage of each season, while the core of development will be the community participation in the planning process through a set of community participation tools such as opinion polls and measuring beneficiary satisfaction
