Oman’s Ministry of Information has launched an extensive media campaign to promote the Khareef Dhofar monsoon season of 2026, emphasizing the Dhofar Governorate’s tourism appeal and its rich natural, cultural, and heritage offerings. The initiative, which commenced on July 15, will continue through August 31, deploying a wide array of media platforms affiliated with the ministry to reach both domestic and international audiences.

Dr. Mohammed bin Said al Shashai, Director-General of the Directorate-General of Information in Dhofar Governorate, described the 2026 media plan as a comprehensive effort to produce diverse and engaging content that highlights the region’s tourism infrastructure and ongoing development. The campaign includes television and radio programs, press coverage, digital and visual media, live field reporting, and interactive content designed to capture the dynamic nature of the Khareef season.

Oman TV is featuring “Al Nas Wal Khareef” (People and the Khareef), a show broadcast live from multiple tourist and natural locations within Dhofar using a mobile studio. The program involves presenters and media experts from Oman, Gulf Cooperation Council (GCC) states, and other Arab countries, reflecting the season’s growing regional significance. In addition, “Layali Al Khareef” (Khareef Nights) airs daily on Oman General Channel, covering heritage, cultural, artistic, and entertainment events from the Ouda Al Madi site.

On the radio side, the Radio of the Sultanate of Oman broadcasts “Atheer Al Khareef” (Aether of Khareef) each day from Ouda Al Madi in Salalah’s Al Saada area, while Youth Radio produces “Al Shabab Wal Khareef” (Youth and the Khareef) from its Ittin Mountain studio. These programs aim to link the tourist experience with Omani cultural and civilizational heritage, ensuring broad engagement with different audiences.

Print and digital coverage is led by Oman Newspaper, which has been documenting the season since its official start on June 21. Its reporting highlights economic activities, youth-led initiatives, and the contributions of small and medium enterprises (SMEs) to the local tourism sector. Parallel efforts by the Oman News Agency (ONA) involve comprehensive multimedia reporting, including news articles, photo and video content, and live broadcasts, distributed through various digital platforms and social media channels.

The Directorate-General of Information in Dhofar Governorate has also strengthened public-private partnerships by securing contracts and sponsorships with national businesses and youth enterprises registered with the SMEs Development Authority Riyada, supporting the season’s media activities.

Dr. Amal bint Mohammed al Noufali, Director-General of Electronic Media, outlined an integrated digital media plan aiming to amplify the governorate’s tourism and cultural prominence online. Initiatives include the program “Gawha Ghair” (Its Atmosphere is Different), available on the Ayn mobile app, which showcases Dhofar as a destination for adventure tourism and exploration. The app is also running an AI-driven electronic competition featuring interactive video clips that highlight elements of Dhofar’s cultural heritage and traditions.

The Ministry’s Media Portal offers multilingual content about the Khareef season in Arabic, English, French, Spanish, Russian, Chinese, Japanese, and German to facilitate international accessibility. Additionally, the Ayn platform’s Children’s Interface will host activities throughout August at the Modern Waterfront site in Ittin Plain, providing safe, educational, and entertaining content tailored for young visitors.

Collectively, these efforts underscore Oman’s strategic focus on leveraging advanced media tools and partnerships to promote the Khareef Dhofar season as a key cultural and tourism event in the region.