Salalah – The aroma of saffron, ghee and caramelised sugar drifting from copper cauldrons has become part of the Dhofar khareef experience, as Omani halwa makers tap into the seasonal rush of visitors to showcase one of the sultanate’s best-known culinary traditions.

With citizens, residents and tourists flocking to Dhofar, producers from across Oman have set up seasonal outlets and small production units in busy locations, including Sahl Attin in Salalah. Some allow visitors to watch halwa being prepared in the traditional way over acacia wood fires.

The annual season has also become an important commercial window for an industry rooted in Omani hospitality, helping small and medium enterprises reach new customers while taking the traditional product to regional and international markets.

Ibrahim bin Mohammed Al Mahrouqi, owner of Al Shuhra Omani sweets, said the company operates 24 branches across Oman and has opened two additional outlets for the Dhofar khareef.

“Purchasing power increases by around 40% during the season each year,” Al Mahrouqi said.

Its production line includes more than 15 varieties, ranging from traditional halwa to newer combinations such as camel milk halwa with saffron and Omani bread halwa, alongside Omani and specialty coffee products.

Al Mahrouqi said Omani flavours have developed a strong following among visitors from GCC countries.

The industry is also experimenting with ingredients closely associated with Oman. Ayed bin Mubarak Al Buraiki, owner of Mazoon Omani sweets factory, said its range includes traditional yellow and black saffron halwa as well as varieties made with Omani frankincense and honey.

Mazoon has established a main factory in Saham, North Batinah, and another in Salalah, while expanding its retail presence and participation in exhibitions.

For smaller producers, khareef can provide the impetus for year-round growth. Ahmed bin Salem Amoush Al Mahri of Al Mumtaz, which has operated in Dhofar for about six years, said demand peaks during khareef as well as religious and national occasions.

Al Mahri said rising daily orders and delivery demand have encouraged plans for new branches after the season.

Visitors say halwa remains as much a souvenir as a dessert.

Ali bin Ahmed Al Shahrani, from Saudi Arabia, said Omani halwa was a popular gift among tourists, with improved packaging making it easier to carry on journeys.

Abdullah bin Saleh Al Menhali from the UAE described it as “a cultural heritage” that adds to the experience of visiting Oman, while noting the growing choice of low-sugar and premium varieties such as Sultaniya and Malakiya.

For producers, that mix of tradition and innovation is helping an old craft find new markets – one copper cauldron at a time.