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Sharjah Commerce and Tourism Development Authority to unveil latest plans and strategies at ITB Berlin to attract more visitors to the emirate

Sharjah Commerce and Tourism Development Authority (SCTDA) will highlight its new milestones and achievements in promoting Sharjah’s tourism industry at the upcoming ITB Berlin (Internationale Tourismus-Borse Berlin) 2019. The world’s leading travel trade show is taking place from 6-10 March and will provide another opportunity for SCTDA to showcase their latest plans and strategies during the event, in addition to Sharjah’s new tourism and leisure projects unveiled over the past few months.

SCTDA oversaw unprecedented success in 2018, recording a growth of 23%, and focused on the heritage and culture of Sharjah and the UAE as it welcomed 575,876 European guests throughout the year. SCTDA will strongly emphasize on promoting local culture and distinct leisure activities that the emirate has to offer at ITB Berlin 2019 as they aim to build on this figure on what will be their 22nd consecutive appearance at the event.

Commenting on the participation, H.E. Khalid Jasim Al Midfa, Chairman, SCTDA, said: “Our latest participation in ITB Berlin represents a new opportunity for us to highlight the most elegant aspects of the Sharjah’s heritage, historic sites, adventures, architecture, culture and other offerings. We hope our focus on the emirate’s eco-tourism, outdoor activities and branded hotels will attract more tourists and investors from Germany, a major source market, and other participating nations. The event will also enhance our efforts to meet our target of attracting 10 million visitors by 2021.”

H.E added: “We are drawing inspiration from the successes and achievements of 2018 as we look ahead to 2019 with great optimism. SCTDA anticipates a highly productive and successful year as we showcase the finest aspects of the UAE’s heritage and culture to the rest of the world.”

H.E Ali Salim Al Midfa, Chairman of Sharjah International Airport Authority said: “Through our participation in the exhibition, we look forward to strengthen our cooperation with airlines, airports, hospitality and travel facilities. We anticipate new partnerships that will promote the growth of passenger and cargo traffic through Sharjah Airport, which has now become of the leading global networks for many countries. Our presence also seeks to introduce the latest and most important services, innovations and facilities provided by Sharjah Airport as well as present expansion projects currently underway and how they can contribute to tourism growth in the coming years.” Al Midfa added: “Sharjah Airport remains committed to take part in leading international events and exhibitions following with our efforts to promote the Airport’s capabilities and thereby increase flights and air cargo activities in line with our goals to raise Sharjah’s regional and global position in the aviation sector. We are proud to be part of this international event under the umbrella of Sharjah Commerce and Tourism Development Authority as a shared goal of promoting the emirate of Sharjah as a unique tourism destination that continues to attract more visitors from around the world.”

Hana Saif Al Suwaidi, Chairperson of Sharjah Environment and Protected Areas Authority (EPAA), said: “The main objective of our participation in ITB Berlin is to promote the emirate of Sharjah by offering a new product that supports eco-tourism with 10 quality centers that each represent the sector. This exhibition and others similar all provide an opportunity to promote our touristic facilities by attracting tourism companies, hotels, tourists and those interested in eco-tourism to the emirate of Sharjah, which is full of promising opportunities. “

Playing a leading role in promoting unique investments and exceptional experiences in Sharjah’s tourism and hospitality industry, His Excellency Marwan bin Jassim Al Sarkal, Executive Chairman of the Sharjah Investment and Development Authority (Shurooq), said: “This marks our 12th year participating at ITB Berlin, reflecting on our mission and vision to being among the leading drivers for promoting Sharjah’s rich cultural and authentic tourism experiences, through exhibiting our leading cultural and eco-tourism and hospitality projects in largest and globally leading travel and tourism trade fairs.”

He continued: “Our participation also reflects on our continued partnership and support to all the efforts being undertaken by the Sharjah Commerce and Tourism Development Authority (SCTDA) and contribute to realizing their “Sharjah Vision 2021”, which is attracting 10 million global tourists to the emirate of Sharjah.”

He noted: “Shurooq is currently working on leading and widening Sharjah’s authentic tourism and travel positioning, through developing on-going and new cultural and eco-tourism and hospitality projects, such as Mleiha Archaeological and Eco-tourism Projects, Heart of Sharjah, Al Noor Island, Sharjah Collection and the newly launched Al Bait Hotel. These projects fall under our aim to support SCTDA in positioning Sharjah among the top tourism destinations in the Middle East, especially when forecasts show that the expected inbound tourism visitor growth in the region will reach up to 5.5% by 2020.”


H.E. Manal Ataya, Director General of the Sharjah Museums Authority, said: “We are delighted to take part in ITB Berlin, one of the leading travel shows internationally. Our participation is aimed at showcasing the emirate’s 16 museums, which are devoted to celebrating the UAE, Arab and Islamic culture, history, archeology and arts.

She added: “Sharjah Museums is proud of its successful collaborations with various prominent cultural entities in Germany including groundbreaking exhibitions with collections from the State Museums of Berlin. We are particularly proud of our pioneering “Sawa program” that was launched with our German partners, including the Goethe Institute, and is dedicated to the exchange of knowledge and expertise in museum studies and encourages cross cultural learning.”


Participating entities under the umbrella of SCTDA include Sharjah International Airport, Environment and Protected Areas Authority (EPAA), Sharjah Museums Authority, Sharjah Investment and Development Authority (Shurooq), Sharjah Airport Travel Agency (SATA), Al Bait Hotel, Sharjah Collection, Ramada Hotel & Suites Sharjah, Coral Beach Resort, The Act Hotel, Sheraton Sharjah Beach Resort & Spa, Orient Tours, Al Khalidiah Tourism, Cozmo Travel LLC and Trav Talk Middle East.

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