Sharjah cements its position on the global tourism map

The Emirate of Sharjah, represented by the Sharjah Commerce and Tourism Development Authority (SCTDA), along with a delegation of 19 entities from both the public and private sectors, is participating in ITB Berlin 2025, the world’s largest travel trade event.

The event, held from March 4 to 6 at the Berlin Exhibition Centre, is under the theme “The World of Travel Lives Here.” SCTDA participation aims to highlight Sharjah’s unique tourist attractions, solidifying its position on the global tourism map.

At the exhibition, Sharjah’s distinguished pavilion offers visitors an interactive journey to explore the emirate’s natural, cultural, and recreational destinations, including desert, mountainous, and coastal areas, heritage sites, and modern landmarks.

This immersive experience showcases the exceptional tourism offerings of the emirate.

Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, emphasised the exhibition’s importance in presenting Sharjah’s diverse landmarks, rich culture, and advanced infrastructure.

He highlighted the strong historical relations between Sharjah and Europe, particularly Germany, positioning the emirate as a prime destination for European and German tourists seeking unique cultural experiences. The Sharjah delegation includes representatives from key government entities such as the Environment and Protected Areas Authority, Sharjah International Airport Authority, and Sharjah Museums Authority, alongside private sector participants including Air Arabia and Sharjah National Hotels.

The collaborative approach reflects Sharjah’s commitment to developing its tourism and travel sectors.

During the event, the Sharjah delegation will also showcase the emirate’s efforts in sustainable tourism, ecotourism, adventure tourism, and cultural tourism, which have enhanced Sharjah’s position as a regional tourism leader.

The pavilion emphasises initiatives aimed at preserving cultural and environmental heritage while offering world-class tourism experiences.

Sharjah’s participation in ITB Berlin 2025 is a significant opportunity to attract more visitors from Europe and beyond.

The emirate has seen a notable increase in German hotel guests, with around 13,000 German visitors in 2023 and expectations for a rise to 14,000 in 2024.  The number of European tourists is also growing, with a 16 per cent increase in 2024, reflecting Sharjah’s growing appeal to international travellers.

Meanwhile the Sharjah Investment and Development Authority (Shurooq) is presenting its innovative strategic vision at ITB Berlin 2025, leveraging the resurgence of global tourism and the increasing demand for eco-friendly and heritage-based travel experiences.

These sectors form the core of Shurooq’s investment model, reinforcing Sharjah’s position as a leader in responsible tourism development while preserving its rich cultural heritage.

Redefining tourism standards Ahmed Obaid Al Qaseer, CEO of Shurooq, emphasised that Shurooq’s participation in ITB Berlin 2025 showcases its holistic development model, which integrates nature conservation, cultural preservation, economic sustainability, and innovation.

“Sharjah is redefining the meaning of competition in the global tourism market by embedding sustainability across every stage of project development.”

“Our goal is to create a global impact by promoting responsible investments that prioritize community welfare and environmental protection,” said Shurooq’s CEO.

Shurooq’s participation in ITB Berlin 2025 underlines its pivotal role in shaping Sharjah’s tourism landscape, offering visitors a glimpse into its leading projects, including “Mleiha National Park”, the “Sharjah Collection”, “The Chedi Al Bait, Sharjah” and strategic collaborations with global hospitality leaders such as “The Lux Collective”.

Mleiha National Park: A benchmark for sustainable tourism Shurooq highlighted the high sustainability standards of Mleiha National Park, one of the UAE’s most prominent eco-tourism and heritage destinations, spanning 23.4 square kilometers in Sharjah’s central region. As a cornerstone of Shurooq’s sustainability-driven strategy, the park seamlessly merges archaeological history with modern adventure experiences.

With historical roots stretching back over 200,000 years, Mleiha is divided into three primary zones: the eco-tourism zone, the conservation zone, and the hybrid zone. Shurooq also introduced the ‘Come Closer’ campaign, inviting visitors to engage in stargazing, glamping, and exploring archaeological and natural landmarks, in collaboration with the Environment and Protected Areas Authority (EPAA).