Muscat - The third edition of ‘UpWher’ has established its presence as part of Muscat Nights, which is organized in partnership between Oman Tourism Development Company (OMRAN Group) and MAS Ventures, in collaboration with Muscat Municipality.
‘UpWher’ is aimed at 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 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.
Sultan bin Sulaiman al Khadouri, asset manager at OMRAN, 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.”
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