Ooredoo has officially launched the second phase of its flagship CSR initiative, the Goodwill Journey, from Muscat Grand Mall. The event was held under the patronage of H.E Sheikh Ali bin Mohammed Al-Tamimi, Wali of Samail, and attended by H.E Dr. Younis bin Hamed Al Siyabi, Member of the Shura Council representing Wilayat of Samail.
Now in its 21st year, the Goodwill Journey stands as a long-running testament to Ooredoo’s focus on social investment, youth empowerment, and sustainable development across the Sultanate.
This new phase takes the journey to Al Dakhiliyah Governorate, with a major highlight being the inauguration of a Coffee Waste Recycling Project at the Omani Women’s Association in Samail. The project, one of the winning ideas from the Innovative Incubator Competition, transforms used coffee grounds from local cafés into natural skincare products.
Driven by more than 100 Omani women, the initiative not only promotes sustainability but also fosters skills development and entrepreneurship, with a target of producing over 2,000 units annually.
Mohammed Aziz, Director of Branding and Communications at Ooredoo, commented:
“This phase of the Goodwill Journey is a reflection of what long-term community investment looks like, transforming ideas into viable projects, driven by local talent and purpose. It is inspiring to see the women of Samail turning simple resources into something valuable and sustainable.”
He added that Ooredoo’s focus remains on youth and women empowerment, with an emphasis on converting local energy and creativity into lasting social and economic value.
The journey doesn’t stop in Samail. It is also expanding its impact to Wilayat Al Hamra, in collaboration with H.E Sheikh Suleiman bin Saeed bin Salim Al-Azri, Wali of Al Hamra. There, Ooredoo will support the enhancement of the area surrounding the Eid prayer ground, a popular site for both tourists and local youth.
The project includes installing cabins to support productive families and job seekers, aiming to stimulate sustainable tourism and provide platforms for micro-businesses. These efforts are in alignment with Oman Vision 2040, which prioritises inclusive growth, environmental stewardship, and youth engagement.
With quarterly activations planned across Oman, the Goodwill Journey continues to evolve as a platform for meaningful engagement and long-term transformation. The initiative not only showcases Ooredoo’s commitment to CSR but also serves as a scalable model for corporate-backed community empowerment.
As the journey moves forward, it reinforces the idea that solutions rooted in local innovation, supported by consistent investment, can offer sustainable change. Whether through recycling coffee or building spaces for local businesses, the impact of the Goodwill Journey continues to grow—one initiative at a time.
