Sharjah honing its focus on tourism
Fast emerging from the shadows of its neighbouring touristy Emirates, Sharjah is now positioning itself as a unique standalone alternative destination for the ever-exploring Indian traveller. Over the years, Sharjah has enhanced its tourism portfolio to provide a unique blend of travel experiences. In an exclusive interaction with TTJ, Khalid Jasim Al Midfa, Chairman of Sharjah Commerce and Tourism Development Authorities, shares more…
Under the leadership of Khalid Jasim Al Midfa, the Sharjah Commerce and Tourism Authority (SCTDA) has achieved many successes at both international and local levels, becoming a major cornerstone of the Emirate's tourism development efforts. He has taken the Emirate's events and forums to even higher standards. He continues to play a key role in the execution of the new tourism strategy.
India, The Unique Market
Reflecting on notable shifts and remarkable changes in travel patterns within the Indian market over the last two years, Khalid notes, “Many Indian travellers prioritise immersive cultural experiences. While being familyfriendly is essential for a significant number of Indian travellers, they 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.”
He adds, “There is also an increasing number of Indian travellers, especially millennials, opting for solo travel. Sharjah caters to all these segments; we craft personalised itineraries and experiences for every Indian visitor.”
Product Enhancements
Given that every tourism product and destination needs constant rejuvenation and enrichment to grow and retain its market share, Sharjah is continually expanding its diverse offerings. Several projects are underway in the Emirate. Khalid shares, “Two luxury hotels— the Al Bridi Resort and Al Jabal Resort, both operated by LUX*, will be opening soon. 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.
An adventure tourism project in Khorfakkan sheds light on Sharjah'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.
Challenges and Opportunities
Not only has Sharjah experienced a positive upward trend and increase in interest, but there has also been a significant increase in tourist arrivals. Khalid says, “Our commitment remains steadfast in positioning Sharjah as a comprehensive holiday destination, ideal for a brief escape, and conveniently accessible from India. Sharjah distinguishes itself as the premier holiday destination in the region, offering a diverse range of world-class experiences in arts, culture, adventure, leisure, nature, wildlife, and architecture.”
The Growth Story
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, the 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, explains Khalid.
He further added, "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 started its tourism promotion in India in 2014, and currently, India is the third largest source market. We anticipate a 15 per cent 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.”