15-07-2025
New branding strategy to elevate Khareef experience
SALALAH, JULY 15
Dhofar has introduced a new dual branding strategy that highlights the governorate's multi-faceted attributes, on the one hand, and tourism and investment-driven appeal, on the other, this was revealed by Dr Ahmed bin Mohsin al Ghassani, Chairman of Dhofar Municipality, during his appearance on Oman TV's 'People and Khareef' programme on Tuesday.
The temporary campaign 'Dhofar: Land of Glad Tidings' has been launched in parallel with a comprehensive development strategy composed of six pillars: human capital, environment, economy, society, culture and urban planning.
The governorate's commercial identity is represented by the 'Frankincense Route', a long-term brand rooted in Dhofar's historical and cultural legacy. It is intended to guide both tourism and investment marketing initiatives across local and international platforms.
Dr Al Ghassani explained that Dhofar Municipality initiates planning for the next khareef immediately after the previous season concludes. A dedicated evaluation team from the Youth Committee of Dhofar Governorate, established two years ago, conducts field visits to key tourist locations, engages with visitors and residents, and compiles opinion surveys. The findings are submitted in a detailed report to the Governor of Dhofar, in coordination with stakeholders from all sectors, to inform next season's planning.
He noted that recent years have seen the implementation of several critical road projects — not only within Salalah, but across the wilayats of Rakhyout, Taqah, Mirbat and Dhalkout. While some projects have been completed, others are under construction and scheduled for delivery ahead of the season's peak.
He also highlighted a number of high-impact initiatives, including road enhancements, traffic flow improvements and the development of new seafronts. Notable among them are: the waterfront at Dahariz and the seafront at Awqad. Some contracts have already been awarded, while others are nearing final signature stages.
Additional upgrades are planned for long-overlooked tourist sites, with a strong focus on maintaining Dhofar's ecological character.
Dr Al Ghassani reaffirmed the municipality's commitment to sustainable development. 'We do not pursue construction projects that compromise the environment,' he stated. 'Our vision is to adapt the natural environment to serve people while preserving it for future generations.'
A national task force was formed to address seasonal environmental concerns, such as mosquito proliferation and heavy fog. The task force includes representatives from government agencies and universities. Initial pilot trials have yielded promising results, with ongoing assessments to ensure safety and scalability.
To better understand visitor motivations, Dhofar Municipality launched a social media campaign. The interactive initiative has generated widespread public engagement. According to Dr Al Ghassani, early responses highlight three recurring themes: nature, the people and the community.
He explained that this initiative is part of a broader strategy led by the Office of the Governor of Dhofar, in line with the Royal Directives of His Majesty Sultan Haitham bin Tarik — issued after visitor numbers exceeded one million during last year's khareef. The overarching goal is to improve service delivery by listening directly to visitor aspirations.
Dr Al Ghassani emphasised Dhofar Municipality's renewed focus on local content and youth entrepreneurship. For khareef 2025, commercial and event spaces were allocated directly to Omani youth-led enterprises, bypassing traditional bidding processes to ensure local impact.
'We have successfully engaged Omani entrepreneurs at key locations,' he said. 'They offer high-quality local products spanning food, crafts and family entertainment. These young Omanis are building success stories that we hope will expand into national and international franchises.'
