This paper reports an intense up-conversion luminescence from Dy3+-doped strontium-telluro-alumino-magnesium-borate glasses for the first time. The samples were made via the melt-quenching method and characterized to determine the influence of various CuO nanoparticles contents change on their up-conversion emission traits. Absorption spectral data were used to calculate the Judd-Ofelt intensity parameters. The sample without CuO nanoparticles revealed two intense photoluminescence up-conversion emission peaks at 478 and 570 nm. In addition, CuO nanoparticles-activated sample displayed about 1.4-fold up-conversion emission intensity improvement due to strong light absorption in the visible to the infrared region at 799 nm excitation. The stimulated emission cross-section of the CuO nanoparticles-activated glasses was increased from 102.4 × 10−23to 1301.1 × 10−23cm2(nearly 10-fold amplification) while the branching ratio was reduced to 66.9%. Thus, CuO nanoparticles as an additive in the current glass matrix enhanced the up-conversion emission and strengthened the associated nonlinear optical properties. CIE 1931 color matching revealed the influence of CuO in modifying the up-conversion color coordinates, thereby improving the white color purity. The achieved up-conversion emission coupled with the color tunability of the proposed glasses may be advantageous for the up-conversion UV tunable laser making.