WITH ONGOING INITIATIVES IN PLACE TO WELCOME 10 MILLION VISITORS BY 2021, SHARJAH IS ON TRACK TO MEET ITS AMBITIOUS TARGET.
“Cultural tourism is a hallmark of the entire travel and tourism sector in Sharjah,” enthused H.E. Khalid Jasim Al Midfa, chairman, Sharjah Commerce and Tourism Development Authority (SCTDA).
“Sharjah is renowned worldwide for its authenticity and attachment to the culture and traditions of the UAE and the region.”
The emirate welcomed 878,000 visitors in the first half of the year with incredible growth in particular from China, a year-on-year boost of 73.2 percent, revealed Al Midfa.
H.E. Ali Salim Al Midfa, chairman, Sharjah Airport Authority, reported an overall increase in both aircraft movements and passenger traffic in the first six months of the year, up 5.74 percent and 11.55 percent, respectively, compared to 2015.
On behalf of Sharjah International Airport, Al Midfa added that during the six-month period, passenger movement crossed the five million mark, due to new routes and additional frequencies by existing carriers, most notably Air Arabia, as well as new airlines operating to the destination.
With this growing demand in mind, the airport authority’s chairman explained that the hub, a notable catalyst in the development of the emirate’s tourism sector, is constantly improving capacity and diversifying services.
While the GCC remains the largest source market, Ines Drauschke, director of marketing, Sheraton Sharjah Beach Resort & Spa, highlighted the importance of heritage to the emirate’s European guests who choose the destination for its authentic cultural offerings.
AUTHENTIC ATTRACTIONS
With a number of accolades under its belt, including being named Islamic Culture Capital in 2014 and Capital of Arab Tourism 2015, Sharjah has long been a wellestablished hotspot in the Middle East in this regard.
As Kamal Rijhwani, executive assistant manager, sales and marketing, Radisson Blu Resort, Sharjah, explained, the emirate takes full advantage of its cultural credentials to achieve such recognitions.
Speaking of the destination’s competitive capabilities, he highlighted improved accessibility and infrastructure, steady investments in related services and the strong emphasis given to archaeological sites, amongst others.
Ghulam Sajjad, head of sales and marketing, Coral Beach Resort Sharjah detailed, “Sharjah stands out from the other emirates for having two coasts [and it is] also known for heritage spots, traditional souks, old houses as well as its diversity in landscapes as it has beaches, mountains as well as deserts.”
Drauschke clarified that Sharjah has been differentiating itself from neighbouring locations through its unique attractions.
She elucidated, “[...] The focus is on cultural as well as attractive family offerings which start with 16 amazing museums.”
A notable addition to the destination’s offering is the recently-inaugurated Mleiha, hailed as the first archaeological site of the UAE, added Draueschke.
In addition to the wealth of museums and historical sites, Ahmed Zahran, general manager, Sharjah Palace Hotel, noted that events such as Sharjah International Book Fair and other festivals also draw in visitors and help promote and safeguard the emirate’s rich history.
While the preservation of traditions and customs is of utmost importance, as demonstrated by SCDTA-organised events, like the Sharjah Art Biennial and Sharjah Heritage Days, the emirate also plays host to other action-packed happenings, including U.I.M. F1H2O World Championship, which will take place in December.
VISION 2021
As part of its efforts to attract 10 million visitors by 2021, SCTDA is actively promoting Sharjah through roadshows in China and India and the organisation is also present at major travel trade events, elucidated Al Midfa.
In a bid to lure in summer holiday-makers and increase their expenditure, SCTDA, in collaboration with Sharjah Chamber of Commerce and Industry, encourages hotels and retail outlets to offer attractive promotional deals.
SCTDA is positioning the emirate as a year-round destination and this approach is already proving successful. As the tourism body’s chairman revealed, “The authorities’ new strategic direction and focus on eradicating seasonality [is] contributing to the predicted growth.”
The vision is supported by all industry stakeholders, with properties such as Radisson Blu Resort Sharjah offering distinct family packages in line with SCTDA’s Sharjah My Family Destination campaign.
With a bouquet of projects underway, including a new cruise terminal at Khorfakkan Port as well as additional hotels in the pipeline, SCTDA’s Al Midfa pinpointed, “The emirate is working hard to ready the infrastructure to receive the influx of visitors we are confident we will be attracting on a yearly basis.”
