Muscat – The Ministry of Heritage and Tourism is focusing on tourism festivals as a catalyst for investments and economic growth in the governorates. Building on the success of winter festivals like the Empty Quarter Festival in Dhofar and Desert Adventures Festival in North Sharqiyah, the ministry launched the Ajwaa al Ashkharah Festival on July 5, set to run till July 24.

The festival was launched under the patronage of H E Salim bin Mohammad al Mahrouqi, Minister of Heritage and Tourism, who said that the ministry lays special emphasis on tourist festivals, recognising the direct and indirect impact of these in stimulating tourism, supporting promotional efforts and attracting investors to tourism projects.

“The ministry has delegated the management of organising tourism festivals and events to the respective governorates, enabling them to provide necessary support in coordination with relevant authorities,” said H E Mahrouqi.

The Ajwaa al Ashkharah Festival, like the winter festivals, has garnered positive responses from citizens and experts.

Speaking with Muscat Daily, economic analyst Nasser al Hosni highlighted the Ministry of Heritage and Tourism’s success in organising several festivals successfully in the first quarter of 2023. These include the Desert Adventures Festival in Bidiyah, North Sharqiyah, from January 29 to February 4; the Omani Maritime Heritage Festival in Sur, South Sharqiyah, from February 3 to 19; the Empty Quarter Festival in Thumrait, Dhofar, from January 25 to February 3; and the annual festival of Dakhliyah from February 23 to March 4.

“These festivals have effectively stimulated local tourism, promoted heritage and tourism sites, enhanced Oman’s position on the tourism map, and provided added value to the local community by supporting small and medium enterprises,” said Hosni. He further advocated for the ministry to continue organising such festivals, focusing on their further development and international promotion.

Commenting on the positive impact of these festivals on commercial and tourist activities within the governorates, Suwaiq resident Ali al Shiyadi, said, “They also contribute to supporting productive families and small and medium enterprises in promoting their products and showcasing various industries.”

He emphasised that festivals play a crucial role in reviving folk arts and preserving Oman’s traditional heritage.

According to Suleiman al Abri, owner of Bait al Safah, a heritage house in Al Hamra, Dakhliyah, these festivals mark the beginning of a new trend aimed at attracting tourists to Oman and acquainting them with its rich heritage and culture. He highlighted the diverse range of cultural, heritage, entertainment and adventure activities offered during the festivals, showcasing unique tourism experiences specific to each governorate.

Abri firmly believes that such festivals will sustainably boost tourism activities in the governorates, harnessing their promising tourism potential. Furthermore, he expressed the hope that Oman TV will extensively cover such events to support Omani tourism.

In 2022, Oman welcomed approximately 3mn tourists. The number of visitors during the 2022 khareef season reached 813,000, compared to 767,000 in 2019.