From frankincense scents to mist-covered mountains, here’s how Dhofar’s tribal guides are sharing their culture with the world

Nestled in the southernmost corner of Oman, Dhofar offers a striking contrast to the arid, sun-baked landscapes commonly associated with the Arabian Peninsula.

During the summer months, as the khareef (monsoon season) sweeps across the region, the mountains are veiled in a thick mist, transforming the land into a lush, green paradise.

The mist, combined with the cooler temperatures, creates a surreal atmosphere, drawing visitors from across the globe to picnic alongside dramatic waterfalls and explore hiking trails dotted with Baobab trees.

Yet beyond its natural beauty, Dhofar is a region steeped in rich history, shaped by tribal customs, ancient trade routes, and a close proximity to Yemen.

The region’s cultural uniqueness is further defined by its distinct language, Jabali (or Shehri), spoken by the mountain tribes of Dhofar, which has preserved centuries-old linguistic traditions.

This, coupled with the region's unique music, dance, and oral storytelling, makes Dhofar not just a unique geographical destination, but a cultural and entrepreneurial heartland where centuries-old traditions continue to thrive.

For centuries, Dhofar has been a crossroads of commerce, culture, and innovation. The region’s ancient entrepreneurial spirit is deeply intertwined with its strategic location along the trade routes that linked the Arabian Peninsula with the wider world.

Frankincense (known locally as luban), once considered more precious than gold, was harvested from the trees of Dhofar and traded across ancient routes linking civilisations from Egypt to Rome.

Alongside the frankincense trade, camel farming and fishing have also been central to the livelihood of Dhofar’s people.

These traditional industries have not only shaped the local economy but have also defined the social fabric of the region and the tenacious resilience of its people.

However, while Dhofar’s natural beauty and entrepreneurial culture have long defined its identity, the region has also faced challenges.

In particular, the cultural ties between Dhofar’s tribes and their Yemeni counterparts across the border have both complicated local conflicts and been tested by them over the years.

Despite these challenges, the people of the region have remained culturally distinct, preserving their communal pride, their traditions, and the strong sense of Dhofari exceptionalism that is impossible to miss.

Today, a new generation of leaders is emerging, determined to revive and share Dhofari traditions with the world, while ensuring that the region’s cultural heritage remains alive and sustainable.

Celebrating tradition through sustainable tourism

At the heart of this movement is Ghudu, a community tourism project founded by two young Omani women, who have brought together the best of Dhofar’s past and present.

By offering authentic, immersive tourism experiences, Ghudu provides a platform for visitors to engage with Dhofar’s history and culture, all while supporting sustainable development and empowering local communities.

As well as showcasing Dhofar’s spectacular natural beauty, Ghudu is about preserving the region’s way of life, particularly for the local tribes, many of whom continue to practise semi-nomadic lifestyles that have been passed down through generations.

By offering these communities an opportunity to maintain their traditions while adapting to the modern world and being part of their homeland’s economic development, Ghudu fosters a delicate balance between authenticity and progress.

The unique contribution of Ghudu, particularly compared with other, larger tourism companies, lies in its commitment to community engagement.

The project actively involves members of Dhofar’s different tribes, giving them a chance to preserve their cultural practices and way of life.

This direct involvement is crucial in keeping traditional knowledge and skills alive, whether it’s the art of frankincense harvesting, camel herding, or freediving for abalone – a local seafood delicacy.

Moreover, Ghudu plays a vital role in educating the younger generations about their heritage, ensuring that cultural practices are not lost over time.

Ghudu is also making significant strides in the preservation of Dhofari culture beyond the local community.

The founders of Ghudu, Noorulhuda Al Manthari and Wisal Al Rashdi, actively collaborate with educational institutes, researchers, and documentary filmmakers who are helping to promote and document the region’s unique traditions.

These partnerships ensure that the cultural value of Dhofar is not only preserved but also shared with a wider global audience.

Through these efforts, Ghudu is fostering a renewed sense of pride and belonging among the people of Dhofar, empowering them to tell their own stories and preserve their way of life for future generations.

A central feature of Ghudu is its focus on sustainability. In a region that has long been shaped by its relationship with the land, Ghudu ensures that tourism activities are environmentally conscious and respectful of local ecosystems.

By promoting responsible tourism, the project aims to protect the natural beauty of Dhofar, from its mist-covered mountains to its serene beaches, while also creating long-term economic opportunities for the local community.

Through this sustainable approach, Ghudu seeks to balance the growing demand for tourism with the need to protect the very resources that make Dhofar so unique.

Balancing heritage preservation and cultural transformation

The historical ties between the tribes of Dhofar and Yemen play a significant role in the region’s cultural identity.

These connections date back centuries, with the genealogically intertwined families and tribes on either side of the border sharing common traditions, dialects, and customs.

Despite the political conflicts that have marked the modern history of the region, the bonds between the people of Dhofar and Yemen remain strong.

This shared history is reflected in the daily lives of the people in Dhofar, where family ties and community bonds continue to hold great importance.

Amidst Oman's modernisation and the unification of its national identity, the people of Dhofar have remained loyal to their culture. Today, they are enjoying the benefits of preserving their traditions.

While much of Oman’s tourism has focused on the more famous destinations like Muscat and Nizwa, Dhofar is slowly emerging as a must-visit destination for those seeking an authentic, culturally immersive experience.

Projects like Ghudu are at the forefront of this transformation, offering a glimpse into a world that remains deeply connected to its past while embracing the future.

Dhofar’s emerging prominence as a cultural and tourism destination is a testament to the enduring power of its traditions and its people.

As more tourists are drawn to Dhofar’s natural beauty and cultural richness, it is projects like Ghudu that will ensure the region’s heritage is preserved for generations to come.

In doing so, they are not only providing an opportunity for visitors to experience the timeless traditions of Dhofar but also empowering the local community to shape its own future.

By blending history with innovation and culture with sustainability, Ghudu is helping to reshape the future of tourism in the region, all while ensuring that the ancient spirit of Dhofar continues to thrive.

Dr Laura Cretney is a Social Entrepreneur and Consultant based in Oman whose research focuses on diaspora mobilisation in homeland conflict and peacebuilding, with a focus on Yemen. She is also the Founder of Pink Jinn, an online marketplace for creatives, artisans and small businesses from across the Middle East and North Africa, which aims to economically empower communities and preserve cultural heritage