The Sharjah Commerce and Tourism Development Authority (SCTDA) hosted a road show recently, where it outlined the emirate’s rebranding and revealed key insights into its evolving tourism sector. The event highlighted several major developments that are shaping Sharjah’s future as a leading destination in the Middle East. With a focus on sustainability, luxury, and connectivity, the SCTDA laid out its strategic vision for the coming years, aimed at attracting a diverse range of travelers while preserving the cultural and natural heritage of the region.
One of the central themes of the press conference was Sharjah’s rebranding, which is part of a broader effort to redefine the emirate’s positioning in global tourism. The board shared that the goal of this rebranding is to align Sharjah more closely with current travel trends and key markets. This strategic shift focuses on showcasing Sharjah’s unique blend of cultural richness, natural beauty, and modern attractions. By doing so, the emirate aims to appeal to a broader spectrum of international visitors, from luxury travellers to eco-tourists and business professionals.
Luxury travel was another major focus of the show. The SCTDA highlighted the expansion of high-end accommodations, emphasizing the development of luxury hotels and resorts that cater to discerning travelers. These properties offer exclusive experiences that go beyond standard luxury, providing guests with personalized services, private tours, and tailor-made itineraries. The aim is to create unique travel experiences that allow visitors to immerse themselves in the cultural and natural richness of Sharjah while enjoying the finest amenities.
Exclusive experiences are not limited to accommodations; the SCTDA also promoted its gourmet dining scene, which is quickly gaining recognition for offering both local and international culinary delights. From traditional Emirati cuisine to Michelin-starred restaurants, Sharjah is positioning itself as a gourmet destination for food enthusiasts. Additionally, wellness and spa services are becoming a key component of the luxury travel offering, with several resorts focusing on holistic well-being and spa treatments that draw from both modern and traditional practices.
Looking to the future, the SCTDA outlined several key developments that will continue to shape Sharjah’s tourism landscape. One of the most exciting areas of focus is eco-tourism, with the emirate taking significant steps to preserve its natural environment while promoting sustainable travel. Sharjah is home to diverse ecosystems, including mangroves, deserts, and wildlife reserves, which are being integrated into the tourism offering in a way that emphasizes conservation and environmental education.
A major announcement during the press conference was the expansion of Sharjah International Airport. This development is part of a larger effort to improve the emirate’s connectivity and accommodate the growing number of international visitors. The expanded airport will allow for more direct flights to key destinations, particularly in Asia and Europe, making it easier for tourists to access Sharjah.
During the press conference, Travel + MICE showcase asked about the convention center in Sharjah and its role in the emirate’s tourism strategy. HE Khalid Jasim Al Midfa, chairman of SCTDA, responded with gratitude and shared that Sharjah’s convention center is well-integrated with the city’s hotels and plays a key role in hosting events throughout the year. With 365 days of events, the convention center is a hub for both business and leisure activities, contributing to the overall appeal of Sharjah as a destination for meetings, incentives, conferences, and exhibitions (MICE).
