MUSCAT: Dhofar governorate is getting ready to host its most ambitious Khareef season yet, with 100 licensed tourism enterprises (hotels) available to serve visitors for an extended 100-day period, from 21 June to 10 October.
The 2025 Khareef marks a watershed moment in terms of infrastructure as well as the season's length, which has been extended by approximately three weeks in comparison to last year's conclusion on September 21.
To meet increasing tourist demand, the Ministry of Heritage and Tourism has launched a number of important initiatives before the season.
Among the additions are the Dhofar Private Museum, a new 84-room three-star hotel in Mirbat, and a luxury serviced apartment building in Salalah with 216 rooms.
A newly opened tourist information center at Al Haffa Beach Market seeks to improve visitor services. With these additions, Dhofar now has over 8,000 hotel rooms following the recent launch of the 100th hotel, greatly improving the region's capacity to accommodate both local and international visitors during the peak monsoon months.
Extended season, expanded strategy.
Khalid Abdullah Al Abri, Director General of Heritage and Tourism for the Dhofar Governorate, underscored the strategic significance of the Khareef season.
"This is more than a seasonal increase; it is a key component of Oman's tourism calendar. Extending the season to 100 days allows us more opportunity to greet visitors and encourage sustainable tourism," he says.
The ministry has divided the season into three separate stages: an early period beginning on June 21, a peak season from mid-July to late August, and a postpeak period ending on October 10. This staged approach is intended to control crowd circulation and extend the tourist season, even during school vacations and shoulder times.
Targeted promotions and connectivity
As part of its tourism expansion plan, the ministry has launched an intensive marketing campaign in important areas.
This includes participation in the Arab Travel Market 2025 in Dubai, where Dhofar Municipality presented this year's Khareef programme. Additional workshops and roadshows in Saudi Arabia and Kuwait showcased Dhofar's products as well as new direct flight routes.
Airlines such as Flynas, Flyadeal, Kuwait Airways, and Jazeera Airways have established seasonal direct services to Salalah Airport, considerably improving access from the Gulf Cooperation Council (GCC) region.
Al Abri emphasized that the ministry is particularly focused on attracting GCC families and repeat visitors, with unique travel packages and school holiday-themed promotions already available.
The extended season and new infrastructure build on the momentum of Khareef 2024, which attracted 1,048,000 visitors, a 9% increase over 2023, when 962,000 people visited.
Officials are optimistic that the 2025 season will outperform this, owing to enhanced air connectivity, diversified offerings, and greater foreign visibility.
Collaborations with commercial sector partners are also likely to play a key role in providing competitive experiences throughout the season, including during historically low-traffic periods.
With 100 hotels, 100 days, and a renewed commitment to sustainable growth, Khareef 2025 is set to solidify Dhofar's status as a top regional destination for nature, culture, and monsoon magic.
