TMS. In the last two years, what are some notable shifts and remarkable changes in travel patterns that you have witnessed from the India market?
HE Khalid Jasim Al Midfa. Many Indian travellers prioritize immersive cultural experiences. While being family-friendly is essential for a significant number, Indian travellers are now increasingly seeking experiential and adventure-based travel. Instead of traditional sightseeing, there is a growing interest in activities such as trekking, wildlife safaris, and cultural immersions. There is also an increasing number of Indian travellers, especially millennials, opting for solo travel. Sharjah caters to all these segments; we craft personalized itineraries and experiences for every Indian visitor. Sharjah is continually expanding its diverse offerings. Several projects are underway in the emirate, including two luxury hotels – the Al Bridi Resort and Al Jabal Resort, both operated by LUX. The Al Bridi resort will be situated within the confines of a wildlife sanctuary in Sharjah, offering a unique safari-style retreat. On the east coast, the Lux* Al Jabal Resort in Khorfakkan will be a nature-surrounded resort on a hillside overlooking a beach, with a substantial eco-conscious focus. Constructed from special Finnish pine, sourced responsibly through the Programme for the Endorsement of Forest Certification, this resort with its 45 cube-shaped chalets is expected to open early next year. Our new adventure tourism project in Khorfakkan sheds light on the emirate’s vast potential for adventure tourism. Situated on a picturesque site overlooking the serene Luluyah beach, the development will be a haven for adrenaline seekers, featuring a zipline, a giant swing, a dry-slide track, hiking trails, mountain bike tracks, and more.
TMS. Rising aviation fuel and airfare costs combined with regional conflicts, How are these aspects affecting inbound tourism into Sharjah?
HE Khalid Jasim Al Midfa. The travel industry in Sharjah and the UAE has not witnessed a decline since the onset of the COVID-19 pandemic; rather, there has been a notable increase in tourist numbers. Despite global travel disruptions, Sharjah Emirate and the UAE have experienced a surge in tourists. This trend could be attributed to the UAE’s stringent safety measures and its reputation as one of the world’s safest countries, assuring visitors of a secure environment. This remarkable resilience and growing influx of tourists amid the pandemic highlight the trust and confidence tourists have in the safety protocols and hospitality standards upheld by Sharjah and the wider UAE.
We are consistently collaborating with key partners in the air travel and hospitality sectors to enhance the tourism experience and attract more visitors to the emirate. This collaborative effort aims to offer enticing discounts and exclusive deals to tourists, making Sharjah a more appealing destination. Sharjah, known for its rich cultural heritage and diverse attractions, remains committed to addressing evolving challenges, leveraging robust strategies to promote tourism and maintain its allure to travelers seeking unique and diverse experiences.
TMS. What growth do you anticipate from India in 2024, and what growth level are you aiming for in the country during 2024?
HE Khalid Jasim Al Midfa. Sharjah started its tourism promotion in India in 2014 and currently India is the 3rd largest source market. We anticipate a 15% increase in tourist arrivals by the end of this year. Our commitment to attracting Indian visitors remains steadfast, propelled by meticulously researched and robust marketing campaigns tailored to resonate with the preferences of Indian tourists and investors.
TMS. What approach do you plan to adopt for the Indian market?
HE Khalid Jasim Al Midfa. To establish a stronger presence in the country, generate demand, and foster positive trade sentiment, we’ve formulated a comprehensive plan combining strategic public relations and marketing activities. Specifically in the business-to-consumer (B2C) realm, we are placing significant emphasis on digital promotions, acknowledging its effectiveness for broad dissemination and outreach across Indian markets. SCTDA has developed strategic initiatives to connect with India’s increasingly digitally active audience, a trend that has witnessed substantial growth over the past two years. We’ve executed a thorough 360-degree campaign to attract our target segments, incorporating Digital Campaigns, Joint Promotional Campaigns, participation in trade events, and media engagements, among other strategies. Our ongoing efforts involve expanding our reach beyond tier 1 cities, aiming to cover the entire Indian market.
TMS. How do you perceive responsible tourism, and what are your views on it?
HE Khalid Jasim Al Midfa. Modern travellers are increasingly mindful of their environmental impact and seek vacations that are authentic and eco-friendly. It’s encouraging to witness the shift from the concept of ‘responsible tourism’ being theoretical to becoming a reality, with both businesses and consumers actively supporting sustainable tourism.
Sharjah is at the forefront of the sustainable tourism movement in the UAE and the region. Initiatives like the ‘Sharjah Collection,’ featuring luxury heritage-inspired and eco-retreats, showcase our commitment. Collaborating with partners, we aim to inform potential visitors about the diverse range of sustainable attractions, hospitality choices, and cultural activities available to cater to every type of traveller. Sharjah is steadily advancing in eco-hospitality and sustainable tourism. Projects like the ‘Sharjah Collection,’ including distinctive eco-destinations such as the Kingfisher Lodge, the Al Faya Retreat, the Al Badayer Retreat, the Moon Retreat, among others, highlight our leadership in this drive.
Our collaborative efforts with partners ensure that travellers are well-informed about the exquisite sustainable offerings in our emirate, catering to various preferences. Furthermore, the construction of Sharjah Sustainable City marks a significant environmental leap. Inspired by the success of “The Sustainable City,” this project, a joint venture between the Sharjah Investment and Development Authority (Shurooq) and Diamond Developers, aims to enhance residents’ quality of life without compromising the needs of future generations.
TMS. What sets Sharjah apart from competition?
HE Khalid Jasim Al Midfa. Sharjah is known to be the “cultural capital” of the UAE, thanks to its multitude of museums and art galleries. However, Sharjah’s allure extends well beyond its cultural offerings. This emirate serves as a hub for outdoor activities, boasting pristine beaches, expansive parks, and breathtaking nature reserves. The Sharjah Safari, the largest safari outside Africa, and the Al Qurm Nature Reserve offer a tranquil escape from the bustling city. And no visit to Sharjah is truly complete without experiencing the iconic Al Noor Island, where you can meander through lush gardens, admire stunning sculptures, and witness the sunset over the glistening lagoon.
