MUSCAT : The wide distribution of activities across parks, public gardens, shopping centres and tourist sites has played a key role in boosting attendance. The programme combines cultural, artistic, sporting and entertainment events, competitions and cultural evenings, contributing to enhanced tourism, economic activity and cultural engagement in the governorate, particularly during the winter season.

Muscat Municipality said it has intensified efforts to promote Muscat Nights 2026 in its new format through extensive media coverage, working with radio and television stations, local newspapers and online platforms to highlight key events taking place across eight main locations.

The effective use of digital media has also helped expand audience reach across different age groups, through innovative images, videos and targeted marketing content, as well as direct interaction with the public via social media platforms.

According to the municipality, social media coverage of the events recorded more than 31 million views, including 363,000 impressions on X, 7.37 million views on YouTube, more than 15,000 views on Instagram, and 5,381 views on Snapchat, representing a growth rate exceeding 180 per cent. This increase was attributed to higher levels of community engagement and growing attendance from various segments of society.

Officials said the rise in digital interaction has translated into strong on-ground participation by Omanis, residents and expatriates of different age groups, creating a vibrant festive atmosphere across event sites. Digital promotional campaigns played a pivotal role in delivering marketing messages and attracting visitors to the various locations.

Muscat Municipality aims to further boost social media engagement during the remaining days of the festival, which continues until January 31, particularly in light of the diverse cultural, artistic and entertainment programmes on offer.

The events also serve as a platform to showcase national talents, with craftsmen and small and medium enterprise owners given opportunities to display and market their products, supporting cultural expression and economic activity.

Muscat Nights 2026 is being held at several locations across the governorate, including Qurum Natural Park, Al Amerat Public Park, the Oman Automobile Association, the Royal Opera House Muscat, Seeb Beach, Quriyat, Wadi Al Khoudh, as well as major shopping centres.

Coinciding with celebrations marking the sixth anniversary of His Majesty the Sultan’s accession to the throne on January 11, Muscat Municipality organised a series of special events blending traditional Omani arts with modern technologies. These included fireworks displays held for the first time in Aqaba Bousher–Al Amerat, selected for its elevated location that allows wide visibility across Muscat.

Bausher also witnessed large crowds gathering to watch the fireworks, which lit up the sky in a festive display that reflected the joyful atmosphere of the national occasion.

Among the highlights was a drone operetta at Qurum Natural Park, presenting a visual narrative of the Sultanate’s wilayats through coordinated light formations, celebrating Omani diversity, national unity and the people’s connection to their land in a contemporary artistic style.

The Lake Operetta show, featuring lasers, lighting effects, dancing fountains and water screens, also offered a distinctive visual experience, delivering specially designed content for the national celebrations and providing visitors with a unique and immersive festive experience.

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