• RESILIENCE
Q: How is Sharjah protecting its cultural and natural assets as its tourism industry grows? Responsible growth is fundamental to Sharjah’s tourism vision. This means placing conservation, responsible destination management and local participation at the centre of planning, while managing visitor flows and ensuring development respects the character of each destination. The LUX* Al Bridi and LUX* Khorfak- kan developments illustrate this approach. LUX* Al Bridi Resort is being developed in connection with the Al Bridi Nature Re- serve and Sharjah Safari, linking hospitality with wildlife observation, environmental awareness and desert conservation. LUX* Khorfakkan similarly showcases the emirate’s mountain and coastal landscapes while respecting their ecological value. Tourism also has an important role in creating economic and social value by supporting local businesses, entrepreneurs, craftspeople, guides, hospitality professionals and cultural practitioners. Events such as Sharjah Heritage Days help celebrate Emi- rati traditions and enable visitors to engage with the emirate’s living heritage. Our ambition is growth that protects Sharjah’s identity, supports its people and contributes to a more diverse, resilient and sustainable economy. Q: What will define Sharjah’s next phase of tourism growth, and what is your message to the audience attend- ing ATM 2026? The next tourism growth phase will be defined by quality, connectivity, sustainability, innovation and distinctive visitor experienc- es. We will continue to build on our cultural strengths while expanding the emirate’s appeal as a destination for nature, adventure, family travel, events and premium hospi- tality. We will also deepen our partnerships with the international travel trade, because collaboration is essential to reaching new audiences and delivering meaningful growth. At Arabian Travel Market 2026, our mes- sage to the global industry is that Sharjah is ready to build the future of tourism together. We offer partners a destination with a clear identity, a diverse and growing tourism proposition and a long-term commitment to responsible development. Sharjah invites the world to look beyond the familiar and discover a destination where culture is lived, nature is protected and every journey offers a deeper connection to place.
discovery in Mleiha, or enjoy family leisure, retail and waterfront attractions across Sharjah City. In Kalba, the forthcoming Rock Art Centre and Heritage Museum, alongside the wider Khor Kalba waterfront and city masterplan, will enhance its potential as an integrated coastal, ecological, heritage and leisure destination. Our message to international travellers and the travel trade is that Sharjah is a destination of depth. The opportunity lies in communicating these experiences as one connected journey while retaining the authenticity, hospitality and sense of place that visitors increasingly value. Q: Which source markets offer the greatest growth potential, and how are partnerships driving longer stays? Sharjah continues to see strong potential across established and emerging source markets. The GCC and wider Arab world remain particularly important, given their proximity, cultural affinity and demand for family, weekend and short-break travel. We also see continued opportunity in India, China, Russia, Europe and other international markets where there is grow- ing interest in culture-led travel, nature, value-driven family holidays and authentic regional experiences. Our market development strategy is based on working closely with airlines, tour opera- tors, travel agents and online travel platforms to create compelling, bookable Sharjah itineraries. Sharjah International Airport and our airline partners play an important role in opening new markets and making the emirate easily accessible. The airport’s AED 2.4 billion (US$654 million) expansion is designed to increase
annual capacity to 25 million passengers by 2027. Familiarisation trips, joint promotions, training and trade engagement will also remain key to building product knowledge, extending length of stay and encouraging repeat visits. Q: Which investments will strengthen Sharjah’s visitor proposition and international competitiveness? The investments that will make the greatest difference are those that enhance the visitor journey while preserving what makes Sharjah distinctive, including high-quality accommodation, improved access and connectivity, visitor facilities and carefully de- veloped attractions that encourage travellers to explore beyond the city. The east coast and central region present particularly strong opportunities. Khorfakkan continues to grow its appeal as a coastal and adventure destination; Kalba demonstrates how eco-tourism, wildlife protection and hospitality can work together; and Mleiha combines archaeology, desert landscapes, stargazing, adventure and her- itage. Al Faya’s UNESCO World Heritage inscription will further raise international awareness of Mleiha and the central region. We are also focused on hospitality capacity that reflects the diversity of demand. The upcoming Anantara Sharjah Resort at Al Heerah Beach will enhance the premi- um beachfront offer, while Emaar Hospitali- ty Group’s Vida and The Address brands at Aljada reflect growing investor confidence. Rove Aljada will add a contemporary, acces- sible and design-focused option. Retreats, family-friendly properties, waterfront stays and premium resorts all have a role to play in bolstering Sharjah’s international competitiveness.
Fossil Rock showcases Mleiha’s dramatic desert landscape
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