Reaffirming its longstanding commitment to supporting national initiatives that contribute to economic and tourism development, Bank Muscat, the leading financial services provider in the Sultanate of Oman, has announced its participation as the Banking Sponsor of the fourth edition of the Ajwaa Al Ashkhara Festival 2026, organised by the South Al Sharqiyah Governorate in the Wilayat of Jalan Bani Bu Ali. The festival aims to showcase the governorate’s tourism, economic and cultural assets while strengthening its position as an attractive year-round tourism destination. It expands up to 15 August 2026.
The festival seeks to highlight the unique natural attractions of Ashkharah, one of Oman’s premier coastal destinations renowned for its pristine beaches and pleasant seasonal climate. It also promotes the tourism and heritage landmarks of South Al Sharqiyah Governorate, contributing to the diversification of Oman’s tourism offerings and stimulating economic activity across the governorate.
Bank Muscat’s sponsorship reflects its commitment to supporting national initiatives aligned with Oman Vision 2040 and advancing sustainable development through backing events that stimulate economic activity, empower SMEs and entrepreneurs, and create new opportunities for growth and investment across the Sultanate.
As part of its participation, the Bank will provide a mobile ATM and cash deposit vehicle at the festival venue to ensure convenient access to banking services for customers and visitors. The Bank will also organise interactive activities and offer promotional gifts to participants throughout the event.
The Ashkharah Festival aims to deliver a comprehensive tourism experience that combines entertainment, culture, heritage and sports, attracting visitors from within Oman and abroad while reinforcing South Al Sharqiyah Governorate’s position as one of the Sultanate’s leading seasonal tourism destinations. The festival also supports the commercial, tourism and service sectors, contributing to the growth of the local economy.
The event further focuses on empowering young people, entrepreneurs, artisans and low-income families by providing dedicated platforms to showcase their products and services, while creating seasonal employment opportunities, training programmes and employment initiatives that promote sustainable community development. The previous edition attracted more than 430 thousand visitors, featured the participation of 27 SMEs and 51 artisans and low-icome families, and generated 121 temporary employment opportunities for youth, highlighting the festival’s significant economic and social impact on the local community.
These objectives are closely aligned with Bank Muscat’s sustainability and corporate social responsibility strategy, which focuses on supporting initiatives that empower local communities, foster entrepreneurship, create opportunities for economic growth, and preserve Oman’s national identity while promoting its rich cultural heritage.
The festival will feature a diverse programme of activities catering to all segments of society, including cultural, heritage and artistic performances, sports and beach events, marketplaces for SMEs and productive families, as well as dedicated programmes for children and families, offering visitors a comprehensive experience and enhancing the governorate’s appeal during the event.
Through its sponsorship of national events and initiatives, Bank Muscat continues to play a leading role in supporting Oman’s development journey by building strategic partnerships with public and private sector institutions to implement initiatives that deliver lasting economic and social impact, reflecting the Bank’s national responsibility and commitment to contributing to comprehensive and sustainable development across all governorates of the Sultanate of Oman.
