'UpWher' Event Enriches the Muscat Nights Visitor Experience

As part of ongoing efforts to enrich the tourism landscape and deliver engaging experiences for diverse segments of the community, the third edition of ‘UpWher’ continues to establish its presence as part of Muscat Nights. The event is delivered through a strategic partnership between Oman Tourism Development Company (OMRAN Group) and MAS Ventures, in collaboration with Muscat Municipality.

Designed to appeal to a wide range of audiences, ‘UpWher’ offers an integrated family- friendly experience that brings together entertainment, adventure, and interactive activities within a vibrant outdoor setting. The event features dedicated activity zones, live performances, interactive children’s attractions, and a diverse selection of food and beverage offerings, creating an engaging and welcoming atmosphere for families and visitors of all ages. The event welcomes visitors daily from 5:00 pm to 11:00 pm throughout the Muscat Nights period.

UpWher also provides a platform for approximately 80 small and medium enterprises (SMEs), underscoring the continued commitment to supporting local businesses by offering commercial and promotional opportunities within high-traffic public events. This participation contributes to generating sustainable economic and social impact while enabling SMEs to engage directly with a broad and diverse audience.

Commenting on the event, Sultan bin Sulaiman Al Khadouri, Asset Manager at OMRAN Group, said: “UpWher reflects OMRAN Group’s approach to developing high-quality tourism experiences through collaboration with entertainment and adventure service providers, enriching destinations with engaging content that adds real value to the visitor journey. Through this event, we aimed to deliver an integrated experience that combines diverse activities while enabling meaningful participation by small and medium enterprises, supporting sustainable economic and social outcomes and enhancing the overall quality of experiences offered as part of Muscat Nights.”

Ahmed Al Madhani, founder of MAS Ventures; “We are proud to manage and execute the ‘Upwher’ event, which embodies our vision of creating innovative entertainment experiences that combine fun, adventure, and community engagement in a safe and welcoming environment for all audiences. At MAS Venture, we are committed to delivering an integrated concept that enhances the quality of tourism events in the Sultanate of Oman. We highly value our strategic partnership with OMRAN Group, which serves as a successful model of collaboration between the public and private sectors in providing high-quality experiences that generate sustainable socio-economic impact.”

Designed as a flexible and adaptable experience, the event is based on a renewable concept that adapts to each setting and season, contributing to the activation of public spaces, the revitalization of tourism destinations, and the promotion of domestic tourism. Following the strong engagement and turnout seen in previous editions, the event has become part of a wider programme of experiences delivered through the strategic partnership between OMRAN Group and MAS Venture.