Salalah – The Ministry of Heritage and Tourism, in partnership with Oman National Transport Company (Mwasalat), has launched the ‘Omani Taste Journey’, a food tourism initiative designed to showcase Oman’s culinary heritage during the Dhofar khareef season.

Running from July 24-30 and August 8-14, the programme combines visits to some of Dhofar’s best-known attractions with culinary experiences aimed at promoting Omani cuisine as a key part of the country’s tourism offering.

Visitors will be able to join free open-top bus tours featuring traditional Dhofari hospitality, presentations on Omani dishes, interactive activities and competitions highlighting the country’s rich culinary traditions.

The initiative is part of the ministry’s wider strategy to strengthen culinary tourism, support local chefs, entrepreneurs and small and medium enterprises, and create new opportunities within Oman’s creative economy.

The first route begins at Al Hafa Market, passes Al Baleed Archaeological Site and ends at Al Dahariz Beach. It operates until July 26 and again from August 8-10, with eight daily trips starting at 4pm.

A second route will run on July 27-28 and August 11-12, linking Al Hafa Market with Al Gharf and the Renaissance Tower through nine daily trips. The third route, operating on July 29-30 and August 13-14, starts at the Return to the Past site and ends at Al Wafa Walkway, also with nine departures each day from 4pm.

Amira bint Iqbal Al Lawati, Director General of Tourism Development at the MHT, said the initiative forms part of efforts to promote Omani cuisine locally and internationally while preserving the country’s culinary heritage.

She said the ministry is also working to document traditional recipes, encourage innovation in food products, and train Omani chefs through specialised programmes and international partnerships. These efforts aim to strengthen the competitiveness of Omani cuisine, create investment opportunities and generate sustainable economic benefits for local communities.

Al Lawati said the initiative is expected to attract more than 3,000 visitors, offering an experience that combines tourism, culture and gastronomy during the Khareef season.

Marwan bin Abdul Hakim Al Ghassani, Director of Tourism Promotion at the Directorate General of Heritage and Tourism in Dhofar, said authentic local cuisine has become an increasingly important factor in travellers’ choice of destination.

He said integrating culinary experiences into tourism programmes enhances visitor satisfaction, encourages longer stays and supports local businesses, productive families, chefs and entrepreneurs.

Khamis Al Shuaibi, Senior Director of Business Development, Marketing and Commercial Affairs at Mwasalat, said the partnership reflects national efforts to develop tourism products rooted in Omani cultural identity while positioning local cuisine as an integral part of the visitor experience.