Shurooq launches mega projects in hospitality sector at the ATM
SHARJAH: Sharjah Investment and Development Authority (Shurooq) has captured the imaginations of both market leaders and emerging players in the region’s inbound and outbound travel industry, as it announced two new mega projects in the luxury hospitality sector at the 29th edition of Arabian Travel Market (ATM), taking place at the Dubai World Trade Centre until May 12.
Alongside these global announcements, three of Shurooq’s latest projects in luxury hospitality that are making eco-tourism in the region more appealing than ever, also made their ATM debut.
Raising Sharjah’s profile as a leading destination in the region for heritage-inspired travel, the first Shurooq project which made a global debut on the ATM 2022 stage is: The Serai Wing, Bait Khalid Bin Ibrahim – a pearl merchant’s 19th century family home in the Heart of Sharjah district, which Shurooq is converting into a modern 12-key boutique wing of The Chedi Al Bait.
Launched by Shurooq in 2017 and managed by GHM Hotels, The Chedi Al Bait, Sharjah, is a 53-key hotel offering luxurious Emirati hospitality and bespoke experiences.
Scheduled for completion in Q4 of 2022, the property will provide unique insights into traditional Emirati life, taking guests on a journey through the home of a family living in Sharjah, as it was, over 100 years ago. Alongside worldclass accommodation and hospitality, additional guest atractions include access to the facilities of the Chedi Al Bait Hotel and access to Heart of Sharjah’s souqs and heritage areas.
The second project Shurooq unveiled is the Najd Al Meqsar Village. Nestled in the mountainous terrains of the picturesque coastal city of Khorfakkan, the destination is being developed to bring travellers and residents a brand-new opportunity to experience the emirate’s diverse natural landscapes. With this ambitious project, 13 houses in the 100-year-old Najd Al Meqsar village, which were restored as part of a larger revitalisation project in the Wadi Shie archaeological site by the Sharjah Infrastructure Development Authority ‘Mubadara’, are being transformed into luxurious heritage-style hotel units by Shurooq.
Seven hotel units, the 300-year-old Meqsar Fortress which offers a vantage view of the historic setlement from a height of 220m, a barbecue and outdoor areas and a mosque, are complete. As part of the project, Shurooq will also be developing 9 villas with private pools, private farm villas, hiking trails, horseback riding routes, tracks for electrical club cars, and other atractions.
Marking its fiteenth consecutive participation at the region’s leading travel and tourism event, Shurooq also showcased three of its most recent eco-tourism projects, namely, Lux* Al Jabal Resort – a luxurious getaway in Khorfakkan overlooking the Arabian Sea; the Lux* Al Bridi Resort in Al Dhaid adjacent to the Sharjah Safari park – the region’s largest wildlife reserve home to 120 species; and Nomad – a glamorous trailer resort experience that Shurooq has introduced to the UAE.
Offering the best in 5-star hospitality, Shurooq’s Lux* Al Jabal Resort is being developed on the sloped of the Soueifa mountain and offers 45 eco-friendly 1- and 2-bedroom units including simple and luxury options, a private royal suite complete with a swimming pool. The 187,000sqm project on the slopes of the Al Soueifa mountain will also feature a cliftop restaurant, gym, kids play zone, reception, and lobby, and is set to be complete in 2023.
Shurooq is developing the Lux* Al Bridi Resort, a 5-star hospitality offering in Al Dhaid, Sharjah. The boutique 35-key property will feature 21 one-bedroom, 8 two-bedroom, and 6 three-bedrooms units, in addition to a gym, spa and pool, a restaurant, and a kids club. The resort is scheduled for a 2023 opening and is situated adjacent to the Sharjah Safari project – the largest conservation park in the region and home to the biggest wildlife safari in the world outside Africa. Shurooq is partnering with Sharjah’s Environment and Protected Areas Authority (EPAA) to ensure that the wild species inhabiting the park receive the best treatment. The two entities will collaborate to curate unique guest interactions with the wild.
Once complete, these two destinations will be managed by leading global hotel operator, the LUX Collective, headquartered in Singapore.
The third project showcased by Shurooq at ATM 2022 is NOMAD by Mysk. A collection of 20 fully-equipped trailers designed to complement their natural surroundings will dot the sandy beaches of Al Hamriyah. The authority stated that Nomad will start welcoming guests later this year, who will be treated to an offbeat escape, an exciting array of water sports and other beach activities.
Mysk by Shaza, which has been successfully managing and operating Shurooq’s ‘Sharjah Collection’ brand, has been appointed to manage and operate NOMAD and the Najd Al Meqsar Village. The two properties join the Sharjah Collection’s porfolio of distinctive boutique hotels and ecoretreats that dot key locations throughout the emirate and have been designed by Shurooq to enable guests unique and diverse close-to-nature experiences.
DUBAI: As the world looks to emulate Dubai’s successful tourism recovery strategy, the city welcomed 3.97 million international overnight visitors between January and March 2022, up from 1.27 million visitors for the corresponding period last year, representing a massive 214 per cent YOY visitation growth that places the city firmly on track for a momentous year while reaffirming Dubai’s position as the first choice destination for global travellers. Dubai also ranked No.1 globally in hotel occupancy in the first quarter of 2022, with 82%.
Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council of Dubai, said: “Dubai’s ability to surpass other major global cities in key tourism indicators demonstrates the success of the far-reaching vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, to create a hub for business, investment, entrepreneurship and tourism that rivals the world’s best. The strength of His Highness’s vision and his steadfast determination to make it a reality have enabled Dubai to overcome the most complex global challenges, including the repercussions of the recent worldwide health crisis, to create a destination that offers rich value for travellers whether they are visiting for leisure or business.”
“The exceptional number of visitors in the first three months of the year is testament to the fact that Dubai is at the forefront of global tourism recovery. These results atest to the emirate’s ability to develop a compelling new value proposition in a changed global environment and create innovative new offerings that meet the needs and preferences of the most discerning global travellers. In addition, the vast global diversity of its visitors reflects Dubai’s appeal as a destination that cuts across nationalities, regions and continents, and its growing status as a city that bridges global markets and cultures,” he added.
According to the latest data released by Dubai’s
Department of Economy and Tourism (DET) at the ongoing Arabian Travel Market (ATM) in Dubai, the first quarter international visitation reflected the best Q1 performance since the global pandemic, creating a clear pathway for the city to progress towards its coveted goal of becoming the world’s most visited destination.
March 2022 was a particularly exceptional month for post-pandemic tourism arrivals, as the city welcomed 1.78 million international visitors, a 11 per cent increase over pre-pandemic visitation. The city welcomed 1.61 million overnight visitors in March 2019. Dubai’s impressive Q1 2022 results also include a stellar performance by hotels that saw significant growth across key hospitality metrics.
Helal Saeed Almarri, Director General, Dubai’s Department of Economy and Tourism (DET), commented: “Spearheaded by the visionary leadership and guidance of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, the exceptional performance in Q1 2022 cements Dubai’s position as the destination of choice for international travellers and lays a solid groundwork for the city to deliver sustainable growth. The hugely successful Expo 2020 Dubai, alongside a compelling porfolio of leisure and business events in the first three months of this year, has firmly placed the city on the world stage, while reinforcing Dubai’s position as a global economy and tourism hub.
“Since leading global tourism recovery with the reopening of the city to international travellers in July 2020, Dubai has only gone from strength to strength, building on the momentum year on year by carefully calibrating a multi-pronged approach with the support of our valued ecosystem of stakeholders and partners to ensure the city remains open, safe and accessible. With our result-oriented strategy becoming a role model for recovery, we are delighted to welcome the world as it yearns to be a part of Dubai’s successful tourism journey.
“While these critical metrics of Q1 2022 allow us to benchmark our progress, we will seek to broaden Dubai’s global appeal to new and diversified market segments, and focus on encouraging greater length of stay and repeat visitation. And as we move forward through 2022, we will also continually strive to achieve Dubai’s vision to become the most sought-ater travel destination and the best city in the world to live in and work,” Helal Almarri added.
With the easing of travel restrictions around the world, Dubai’s traditional source markets delivered impressive tourism volumes in the first quarter. Regional markets continued to make an impact on international visitation, further underscoring the success of Dubai’s diversified multi-geographic strategy. MENA and GCC collectively contributed to 35 per cent of the total volumes, reflecting Dubai’s continued appeal to travellers from proximity markets. Catering to the family-dominated GCC tourists were a host of atractions, retail, sporting and entertainment events.