Sharjah: The Sharjah Investment and Development Authority (Shurooq) has showcased its innovative approach to hospitality and dedication to sustainable tourism to over 90,000 international participants of ITB Berlin, which took place from March 5-7.
Reiterating its leadership position in the international travel business, Shurooq showcased its varied portfolio of projects and hospitality, building on its tradition of fostering eco-friendly and cultural tourism.
As part of a Sharjah Government delegation led by the Sharjah Commerce and Tourism Development Authority (SCTDA), the authority designed a unique stand to bring the ‘Shurooq EssSense’ to the world through an exceptional visitor experience.
Aided by interactive technologies, visitors to Shurooq’s stand went on a sensory journey through a collection of the entity’s marquee hospitality projects and destinations that epitomise Shurooq’s commitment to authenticity and cultural heritage preservation, namely “Mleiha Archaeological Centre”, “Al Noor Island”, “Kingfisher Retreat”, and “The Chedi Al Bait, Sharjah”. While also focusing on other unique projects such as “LUX* Al Jabal Resort”, “LUX* AL Bridi”, and Sharjah Collection including “Al Badayer Retreat”, “Al Faya Retreat”, “Moon Retreat”, “NOMAD”, and “Najd Al Meqsar.”
Shurooq also highlighted its transformative strategies and responsible tourism initiatives, resonating with the event’s focus on shaping the future of travel.
Commenting on Shurooq’s participation, Ahmed Obaid Al Qaseer, CEO of Shurooq, stated that, “ITB Berlin presented a strategic platform for us to showcase our ambitious projects and promote Sharjah as a leading tourist destination. Our focus was not only on highlighting the cultural, historical and natural treasures of Sharjah, but also on fostering sustainable tourism and recreational practices that benefit both visitors and the local community.”
As ITB Berlin encompassed 12 tracks across 4 stages in the Berlin Convention, Shurooq leveraged this diverse platform to engage with industry stakeholders and showcase the transformative potential of its projects. Shurooq aims to preserve Sharjah’s natural beauty and cultural legacy while promoting sustainable growth in the global tourist sector via smart collaborations and investment possibilities.