Sharjah: The Emirate of Sharjah is getting ready to take part in the world’s largest travel trade event, ITB Berlin, which takes place from March 5–7, 2024.
With the theme “Pioneer the Transition in Travel & Tourism Together,” the Sharjah Pavilion, led by the Sharjah Commerce and Tourism Development Authority (SCTDA), will include an impressive roster of 19 government and corporate enterprises.
Participants will highlight the emirate’s diverse tourism experiences, which have established Sharjah as a top international destination. They will represent a wide range of the tourism and hospitality industries, including the cultural and entertainment sectors.
The emirate’s involvement highlights its goal of developing global tourism alliances to attract more tourists and investors while keeping a close watch on the European market.
Khalid Jasim Al Midfa, Chairman of SCTDA, stated that, “In an era where the tourism industry witnesses unprecedented dynamism, we must embrace change, pursue innovation, and spearhead development vigorously. Our ambition is to not only match the pace of global advancements in hospitality, transportation, and leisure but also to set benchmarks in enriching cultural, heritage, and natural explorations. Our presence at ITB Berlin this year will showcase Sharjah’s leading projects, both existing and in the pipeline, and to vividly present our emirate’s distinguished attributes, exemplary services, and unique tourism offerings.”
“Our participation in this year’s ITB Berlin effectively contributes to supporting our plans and efforts in line with the vision and directives of H.H. Sheikh Dr Sultan bin Muhammad Al Qasimi, Supreme Council Member and Ruler of Sharjah, of enhancing the emirate’s position on the global tourism map,” Al Midfa added.
At ITB Berlin, Sharjah will enthrall tourists from across Europe and the world with a range of smooth and integrated tourism experiences covering multiple sectors: from transportation and infrastructure, which will be emphasized by the Sharjah International Airport Authority, the Sharjah Airport Travel Agency (SATA), and Air Arabia’s excellent air travel services, to environmental wonders, which will be showcased by the Environment and Protected Areas Authority (EPAA) with highlights like the Sharjah Safari. The Sharjah water Club will showcase the emirate’s many water sports and activities in the meantime.
In heritage, culture, and leisure, Sharjah’s rich tapestry is unfurled by the Sharjah Museums Authority (SMA), Sharjah Institute for Heritage (SIOH), and Sharjah Classic Cars Club, each narrating the emirate’s storied past and vibrant cultural landscape. These organizations tell the stories of the emirate’s rich history and dynamic cultural milieu. The Sharjah Investment and Development Authority (Shurooq) showcases a range of exclusive resorts and staycations that are part of the Sharjah Collection, such as Al Faya Retreat, Al Badayer Retreat, Moon Retreat, Kingfisher Retreat, Nomad, Najd Al Meqsar Village, and others. These properties highlight the tourism and hospitality sector.