Dhofar Foods Takes “The Joy of Khareef” to New Heights Through First-of-Its-Kind Paragliding Experience in Taqah

As part of its “The Joy of Khareef” campaign, Dhofar Foods & Investment SAOG (Dhofar Foods) has introduced one of the season’s most unique consumer experiences by sponsoring the paragliding attraction in Taqah during the Khareef season.

Running from 25 July to 25 August 2026, the activation transforms one of Dhofar’s most popular tourist attractions into an immersive brand experience, combining adventure, product discovery, and social engagement. More than a sponsorship, the initiative reflects Dhofar Foods’ commitment to creating memorable moments that celebrate the beauty of Khareef while bringing consumers closer to its brands in meaningful and innovative ways.

As the first FMCG company in Oman to activate a paragliding experience as part of a seasonal marketing campaign, Dhofar Foods is introducing a fresh approach to consumer engagement that extends beyond traditional advertising. By integrating the brand into a real-life adventure enjoyed by thousands of visitors, the company is creating experiences that people remember, share, and associate with the spirit of Khareef.

Commenting on the initiative, Vipul Bahl, Chief Executive Officer of Dhofar Foods & Investment SAOG, said: “The Joy of Khareef campaign was created to celebrate everything that makes this season special and to create memorable experiences for families and visitors. Our paragliding partnership perfectly reflects this vision by combining adventure, the breathtaking landscapes of Dhofar, and our brands in a way that encourages people to participate, create memories, and share their experiences. As a company that was born in Dhofar, we are proud to continue investing in initiatives that support tourism, strengthen community engagement, and celebrate the unique spirit of the Khareef season.”

The Taqah paragliding site was selected for its popularity and strategic location during the Khareef season. The flights are operated by Muscat Fly Team—part of the Oman Air Sports Committee—comprising highly skilled professional pilots who maintain the highest safety standards to guarantee a secure and enjoyable experience for all. Approximately 40 to 50 participants take flight every day, while the site welcomes around 200 additional visitors daily. Located close to Hawana, Darbat, Jabal Samhan, and along the main road connecting Taqah and Mirbat, it provides excellent visibility to both local residents and tourists visiting Dhofar.

Dr. Ahmed bin Zaher Al-Alawi, Chairman of the Omani Air Sports Committee, stated: ‘We deeply appreciate the participation and support of Dhofar Foods & Investment Company for air sports activities and events during the Dhofar Khareef Season 2026. This collaboration exemplifies a true partnership between the private sector and sports and tourism institutions, directly contributing to the development of these events and delivering a unique and safe experience for visitors to the governorate.

Another visitor added: ‘Watching paragliding amidst the green nature and beautiful weather in Dhofar is a wonderful and unique experience, especially for families and children. Events like these make the Khareef season more diverse and encourage visitors to stay longer and enjoy new experiences.’

As part of the activation, every pilot carries a Dhofar Foods branded flag during each flight, creating spectacular aerial visuals against the green landscapes of Dhofar. The experience naturally generates engaging photography and video content shared by participants, spectators, and content creators across social media, significantly extending the campaign’s reach.

At the ground activation area, visitors are invited to sample a selection of Dhofar Foods products, providing consumers with the opportunity to experience the company’s locally produced dairy and beverage portfolio while enjoying one of the region’s most exciting attractions. The combination of live product sampling with an unforgettable adventure creates a unique brand experience that reinforces Dhofar Foods’ commitment to quality, innovation, and consumer engagement.

The paragliding activation forms a key pillar of Asafwah’s “The Joy of Khareef” campaign, which celebrates the unique atmosphere, culture, and experiences of the Khareef season. Through the campaign, Dhofar Foods encourages families and visitors to create lasting memories while discovering the freshness and quality of its products. Visitors are encouraged to capture and share their experiences using the campaign’s social media platforms, helping spread the joy of Khareef to audiences across Oman.

The paragliding sponsorship is one of several activations planned under The Joy of Khareef campaign, reflecting Dhofar Foods’ continued commitment to celebrating Oman’s heritage, supporting local tourism, engaging communities, and creating innovative experiences that strengthen the connection between its brands and consumers.