Jabal Akhdar – The Jabal Akhdar Festival 2025 has drawn more than 150,000 visitors since it opened on August 1, with organisers expecting attendance to exceed 300,000 by the end of the month.

Hotels and resorts in Jabal Akhdar have reported occupancy rates of over 80% since July, reflecting the festival’s growing draw for both domestic and international tourists.

The annual event seeks to diversify the economy and expand the role of tourism. It also aims to support local communities, with 65 small and medium-sized enterprises and 10 farmers taking part, alongside 60 temporary jobs created during the festival.

Sheikh Hilal bin Saeed al Hajri, Governor of Dakhliyah, said government and private investment in Jabal Akhdar has exceeded RO13mn in recent years. “Projects such as the Jabal Akhdar Park, internal roads, and the development of the wilayat entrance are part of efforts to improve infrastructure and enhance tourism attractions,” he said.

He added that four new investment contracts worth RO8.5mn have been signed to establish tourism and commercial facilities, including an integrated complex and mountain viewing areas. “The festival demonstrates our commitment to sustainable tourism development and showcases the natural and cultural assets of Jabal Akhdar,” he noted.

Local businesses said the festival had a direct impact on sales and exposure. Khalifa bin Rashid al Fahdi of Ward al Jabal Company, which produces aromatic oils and medicinal plant extracts, said visitor demand had boosted sales since the opening days.

“The event has given us a platform to reach new customers and raise awareness about the value of Omani products,” he said.

For Sharifa bint Sultan al Omari, who is showcasing oils and perfumes made from local herbs, the festival has been a valuable marketing opportunity. “Visitors are keen to learn about natural products from Jabal Akhdar, and this has helped increase awareness of our work,” she said.

Community participation has been central to the event. “The festival gives opportunities to small businesses and productive families, while preserving Omani heritage and traditions,” said the governor.

Ahmed bin Hamad al Fahdi, owner of Warda Café, said his business benefited from exposure during the event. “It allows us to share a hospitality experience that reflects the character of Jabal Akhdar,” he said.

The festival programme includes cultural shows, folk art performances, plays, restaurants, play areas, and sports activities. Am agritourism event – Rummana – has highlighted local pomegranate production through live demonstrations and marketing displays. Officials said the growing visitor numbers and high hotel occupancy rates reflect the success of coordinated promotional efforts.