Muscat – The fourth edition of the Ajwaa Al Ashkhara Festival will take place from July 22 to August 15, promising an expanded line-up of heritage, cultural, sporting and entertainment activities as South Sharqiyah governorate prepares to welcome thousands of visitors to one of Oman’s most popular seasonal tourism events.

Organised by the Office of the Governor of South Sharqiyah, the festival has grown into a major attraction on Oman’s tourism calendar, transforming the coastal town into a vibrant destination that celebrates the country’s rich heritage while supporting local businesses and communities.

The previous edition attracted more than 430,000 visitors and featured 120 events, creating 125 direct and 46 indirect jobs. It also provided opportunities for 27 small and medium enterprises, 20 artisanal families and 31 artisans to showcase their products and traditional crafts.

This year’s programme will feature a diverse range of activities, including a traditional horse festival, camel parade, car challenge championship, sporting competitions, cultural performances, artistic evenings, family entertainment and interactive programmes for children. Visitors can also explore exhibitions by SMEs, artisan families, reinforcing the festival’s role in promoting entrepreneurship and preserving Omani heritage.

Mohammed bin Humaid Al Ghabshi, Wali of Jaalan Bani Bu Ali and Chairman of the festival’s organising committee, said the new edition builds on the success of previous years with a more comprehensive programme designed to showcase Al Ashkhara’s unique tourism potential.

He said Al Ashkhara Public Park and surrounding venues will host a wide variety of events that blend authenticity with innovation, offering visitors an enhanced experience while raising the quality of services and activities.

Al Ghabshi added that the festival has evolved beyond a seasonal celebration into a development initiative that contributes to economic and social growth by stimulating tourism, supporting entrepreneurs and creating opportunities for SMEs and productive families.

He noted that the event also highlights the natural and cultural attractions of South Sharqiyah governorate, further strengthening Al Ashkhara’s reputation as one of Oman’s leading coastal tourism destinations.

With its blend of heritage, recreation and community participation, the Ajwaa Al Ashkhara Festival continues to play an important role in boosting domestic tourism, supporting the local economy and advancing sustainable development across the governorate.