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Observer
15-07-2025
- Business
- Observer
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.'
Times of Oman
14-07-2025
- Entertainment
- Times of Oman
Information Ministry to launch Khareef Dhofar 2025 media programmes tomorrow
Salalah — The Ministry of Information will launch on Tuesday the media programmes accompanying the Khareef Dhofar (monsoon) Season 2025 as part of a comprehensive plan to highlight the tourism, cultural, natural, and heritage attractions of Dhofar Governorate during the season. The integrated plan, running until 31 August, includes producing and broadcasting visual, audio, and digital programs with interactive content and live field coverage to ensure wide outreach locally and internationally. Oman TV will begin its coverage with the program "People and Khareef", returning this year with a refreshed, more in-depth format. The daily show (2:30 PM – 4:00 PM) will feature diverse locations showcasing Dhofar's landscapes and tourism activities, with participation from Omani and GCC media professionals as well as Arab journalists. The evening program "Khareef Nights" will broadcast live from the "Return of the Past" event site in Al Sa'ada, Salalah (9:00 PM – 10:00 PM) on Oman General and Oman Cultural channels, covering heritage, cultural, and artistic activities. Oman Radio will air Khareef's Radio Programme codenamed 'Atheer' daily (5:00 PM – 7:00 PM) from the "Return of the Past" location, featuring studio interviews, AI-powered segments on Dhofar, and live video content shared via the Ministry's and radio's platforms. Youth Radio will broadcast "Khareef and Youth" from Jebel Ateen studio (2:00 PM – 4:00 PM daily), focusing on artistic, cultural, and social themes for young audiences. Oman News Agency (ONA) has commenced its coverage with news reports, features, photos, and videos across digital platforms, social media, and smart apps, as well as radio/TV bulletins, highlighting tourism assets and socio-cultural interactions. Oman newspaper continues its coverage (since June 21) through print/digital reports and social media, offering rich content on the festivities. Moreover, the Ministry of Information's General Directorate of Digital Media enhances engagement via interactive competitions, drone-captured scenic vignettes, and multilingual visitor interviews. The 'Ayn" platform provides live coverage from Oman Radio and TV for all programs and activities related to the Khareef Dhofar season. Ayn also launched a children's program promoting Dhofar as a family-friendly destination through edutainment content. Furthermore, Oman's Information Portal, available in eight languages (Arabic, English, French, Spanish, Russian, Chinese, Japanese, and German), features dedicated Khareef content to amplify Oman's global digital presence. The portal is one of the Ministry of Information's most prominent platforms.
Observer
04-07-2025
- Entertainment
- Observer
Porcelain blossoms bloom in Oman
In a quiet Muscat studio, roses, orchids and peonies bloom all year — but these aren't ordinary flowers. Meticulously handcrafted from cold porcelain, they are the delicate creations of Poornima Subramanian, Oman's pioneering floral porcelain artist. Arriving in Oman 42 years ago as a homemaker with two children, Poornima's artistic journey began with silk, paper and stocking flowers before she discovered her true calling: cold porcelain. In 1990, long before online tutorials, she experimented tirelessly, learning from books, local flower arrangers and even glue vendors. Rustic orchid arrangements Summer arrangement in a basket Miniature creations Inspired by Italy's Capodimonte porcelain flowers, she developed her own clay recipe using starch and PVA glue — a pure white, air-drying medium that unlocked her floral visions. Cold porcelain, made from household ingredients like cornstarch and glue, doesn't require baking or firing. It hardens naturally at room temperature, allowing artists to shape intricate petals and lifelike blooms. 'This medium is so versatile,' Poornima explains. 'I can create everything from tiny buds to full-size flowers with astonishing detail'. Roses and orchids arrangement Roses and orchids Christmas arrangement in rustic style Poornima adapted techniques from sugar flower art, even decorating wedding cakes with her non-toxic creations. Over 35 years, she has taught nearly 3,000 students — Omanis and expatriates alike — spreading her passion across communities. Her 2001 appearance on Oman TV's 'Craft Time' introduced this art to an even wider audience. For Poornima, Oman is more than just a home. 'I owe my art to this beautiful country,' she says. 'I discovered this craft here, using locally sourced materials. It was Oman that nurtured my creativity'. Seascape arrangement with texture and colour of the sea Spring arrangement in terracot pots Table arrangement for Christmas While refining her craft, she also faced personal challenges, including raising a child with special needs. 'When life gives you difficulties, you can sink into self-pity or find a way to rise above,' she reflects. 'This art became therapy for my soul — a divine grace that helped me heal and grow'. Among her many creations, she considers her miniature garden shop, made at 1/12th scale, her most challenging work. 'Every tiny flower had to be in perfect proportion,' she recalls. Another highlight was mentoring a young girl with hearing difficulties who later launched her own hair accessory business using porcelain flowers. 'That was one of my proudest moments,' she says. Artist Poornima Subramanian poses with phalenopsis orchid arrangement in a rustic style Still life in chinneoserie style Poornima's message to aspiring artists is simple yet profound: 'Patience, persistence and perseverance can transform your life. Think beyond the ordinary and create something that stands out'. As Oman's first and perhaps only teacher of porcelain flower art, Poornima has blended global techniques with local materials, weaving her craft into the cultural fabric of the Sultanate of Oman. Her story is a testament to creativity, resilience and the power of finding beauty in unexpected places.
Muscat Daily
02-07-2025
- Business
- Muscat Daily
Oman tourism promotion launched across French-speaking Europe
Muscat – Ministry of Heritage and Tourism has launched a new promotional campaign aimed at attracting travellers from French-speaking Europe, with particular focus on France, Belgium and Switzerland. The campaign seeks to highlight Oman's cultural heritage, natural landscapes and reputation for hospitality. It is part of a wider effort to boost the sultanate's visibility in international markets and position it as a key destination for European tourists. As part of the campaign, the ministry has partnered with French media relations firm Article Onze to engage travel agencies and tourism companies in the targeted countries. The collaboration is expected to strengthen Oman's ties with industry players across the region. H E Ahmed Mohamed Nasser al Araimi, Oman's Ambassador to France, said the initiative was a step forward in showcasing the sultanate's appeal. 'Oman has always been a safe and welcoming haven for visitors,' he told Oman TV. 'Through this campaign, we are taking proactive steps to reach out to international tourists and invite them to experience the beauty and serenity of our country.' Azza bint Hamoud al Busaidi, Deputy Head of Mission at Oman's Embassy in France, said the campaign aims to communicate the sultanate's range of travel experiences, from mountain landscapes to coastal attractions and traditional souqs. She noted that France, Belgium and Switzerland represent promising markets for inbound tourism. H E Ahmed Mohamed Nasser al Araimi, Oman's Ambassador to France The ministry's campaign is part of a broader international strategy to increase tourism from Europe and other regions. France has historically ranked among the top sources of tourist arrivals to Oman. In March 2025, Oman launched a global marketing push to reinforce its status as a high-quality travel destination. The campaign featured advertisements on taxis, buses, train stations and billboards in key urban centres in Europe. Promotional content also ran in shopping malls and on television networks. Looking ahead, the sultanate plans to open new tourism representative offices in China, Russia, Spain, Latin America and Southeast Asia. The aim is to expand Oman's reach and attract a more diverse visitor base. To support its international efforts, the ministry has partnered with over 50 global media outlets to run multimedia campaigns showcasing Oman's tourism offering. These initiatives reflect Oman's ambition to become a prominent player in the global tourism market, with particular focus on building long-term engagement in strategic markets.
Zawya
01-07-2025
- Business
- Zawya
Oman: Salalah Airport forecasts 900,000 passengers in 2025
Muscat: Salalah Airport is witnessing a steady increase in passenger traffic, with officials projecting further growth in the coming year. Dr Ali Bakheet Fadhil told Oman TV that the airport welcomed 626,000 travellers in 2024, with expectations for the figure to rise to 900,000 passengers in 2025. Dr Ali noted that most of the airlines currently operating to Salalah remain unchanged, with the exception of Saudi Airlines, which has launched its services to the governorate for the first time. 'We welcome the new guests to Dhofar,' he said, referring to the Kingdom's national carrier. Saudi Airlines is the only new entrant to the list of operators serving Salalah Airport. The airline now runs three weekly flights from Jeddah to Salalah, he confirmed. Dr Ali also stated that domestic flights make up 60 per cent of total air traffic to Salalah, while the remaining 40 per cent comprises regional flights, primarily from the GCC and India. Highlighting connectivity from neighbouring countries, he said Salalah receives 52 flights per week from the UAE, nine from Qatar, nine from Kuwait, and 15 from Saudi Arabia, describing the numbers as a positive increase in regional demand. 2022 © All right reserved for Oman Establishment for Press, Publication and Advertising (OEPPA) Provided by SyndiGate Media Inc. (
