Rummana Returns for a Second Season to Enrich Agritourism in Jabal Akhdar

The second edition of the Rummana event  kicked off today in the Wilayat of Jabal Akhdar, marking the beginning of a series of innovative agritourism projects in the region. The event  aims to promote eco-friendly agritourism, offering unique experiences to attract tourists and contribute to boosting local content.

The opening ceremony was held under the patronage of His Excellency Dr. Saud bin Hamoud Al Habsi, Minister of Agriculture, Fisheries and Water Resources, and was attended by a number of dignitaries and officials from various entities. This pioneering event is a collaboration between Teepee and Agritourism Development Company (Janaen), a joint venture between Oman Tourism Development Company (OMRAN Group) and Oman Food Investment Holding Company (Nitaj). This season also comes with the strategic partnership with the ministry of heritage and tourism and the ministry of commerce, industry and investment promotion.

In his remarks, His Excellency Dr. Saud bin Hamoud Al Habsi, Minister of Agriculture, Fisheries and Water Resources, stated, “The Sultanate of Oman is rich in a wide and diverse range of unique natural resources, which will enhance the competitiveness of the agricultural and tourism sectors in Oman.” He added, “We are pleased with the launch of the second edition of the event, which will have a significant impact on enhancing the agritourism experience for visitors to Jabal Akhdar and supporting local farmers in marketing their diverse products.”

During the opening ceremony, Janaen signed a partnership and investment agreement with Teepee to develop, manage, and operate its farms in Jabal Akhdar. This agreement will market Janaen’s farms both agriculturally and touristically, enhancing tourism experiences throughout the year. It includes workshops for children and young people to transfer agricultural knowledge and strengthen their connection to agriculture.

In this regard, Dr. Hashil Obaid Al Mahrouqi, CEO of OMRAN Group and Chairman of the Board of Directors of Janaen, said, “The second edition of Rummana reflects our ongoing efforts to enrich Oman’s agritourism, creating diverse tourism experiences and products. This is also a continuation of the resounding success witnessed by the event last year, which embodies the uniqueness of Oman in offering authentic and diverse tourism experiences and contributes to strengthening the position of the Wilayat of Jabal Akhdar as a leading tourism, cultural, and agricultural destination in the region.”

For her part, Al Amajaad Hilal Al Mawali, Co-founder of Teepee Oman, said, “We are pleased to organize the second season of Rummana. This year, the event  will offer a variety of activities and experiences to suit the needs of all visitors, from individuals to families. The event  will include dedicated corners for a wide range of activities such as entertainment, pomegranate sales, food & beverages and more. She added, “We are pleased to sign the agreement today to develop, manage, and operate Janaen Jabal Akhdar farms, and we promise visitors to provide exceptional agritourism experiences in the future.”

Visitors seeking a unique tourism experience can visit Rummana from today until September 28, 2024, at the Janaen farm in the village of Sih Qitna in Jabal Akhdar. The event  includes a range of activities such as the experience of visiting pomegranate fields, experiencing fruit picking, and learning about the details of their cultivation. In addition to the other corners that the event  includes, such as the recreational activities corner, a souvenir market centered around pomegranates and various mountain fruits.  The market is dedicated to selling pomegranate fruits, products and other interactive activities. Visitors can also follow the event ‘s social media account: @rummana.om for more information.

The second season of Rummana is sponsored by several organizations. Occidental Oman (Oxy Oman), a global leader in oil and gas exploration and production, serves as the gold sponsor. Shell Oman, renowned for its extensive network of service stations, high-quality products and services, and significant presence in airports and ports, is the silver sponsor. Omantel, a leading provider of integrated telecommunications solutions, is the technology sponsor. Jotun, a premier global manufacturer of paints and coatings, sponsors as the paint partner. In addition, the initiative is supported by the Oman Automobile Association, Carnival City, and the Palm Farm.

The first edition of the event, which ran for 12 weeks, was a resounding success, attracting over 22,000 visitors from within and outside Oman, contributing to the sale of more than 1,800 kilograms of local pomegranate fruit at the event’s sales outlets. A large number of SMEs also participated and  reached a total of 38 local establishments.

Rummana is one of the events aimed at implementing diverse projects to utilize resources and invest in areas of integrating agriculture with tourism in Oman. In cooperation with various partners, Janaen is working on implementing qualitative projects and initiatives in this regard in a number of governorates of the Sultanate of Oman during the next phase.