Sharjah Prepares to Highlight its Varied Tourism Experiences at ITB Berlin 2025

Sharjah is set to participate in the world’s premier travel trade event, ITB Berlin, taking place from March 4–6, 2025. The Sharjah Pavilion, spearheaded by the Sharjah Commerce and Tourism Development Authority (SCTDA), will feature a robust delegation of 19 government and private entities.

These representatives will showcase the wide-ranging tourism offerings of Sharjah, spanning various sectors of the tourism and hospitality industries, as well as experiential staycations including culture, entertainment, environment and adventure. This participation underlines Sharjah’s dedication to bolstering its reputation as a top-tier tourism destination in the region.

H.E. Khalid Jasim Al Midfa, Chairman of SCTDA, stated, “Our involvement in ITB Berlin 2025 reaffirms our commitment to enhancing Sharjah’s status as a prime tourism destination in the region. Through strategic alliances and innovative initiatives, we aim to underscore Sharjah’s contribution to the future of sustainable and responsible tourism while emphasizing our commitment to providing genuine and enriching tourism experiences.”

The Sharjah delegation comprises government bodies such as the Environment and Protected Areas Authority (EPAA), Sharjah International Airport Authority, Sharjah Museum Authority, Sharjah Investment and Development Authority (Shurooq), Sharjah Institute of Heritage, Sharjah Sports Council, Sharjah Classic Cars Club, and Sharjah International Marine Sports Club.

Private sector participants include Air Arabia, Sharjah Airport Travel Agency (SATA), ARADA Real Estate Development Company, Sharjah National Hotels (SNH), Sharjah Coral Beach Resort, Sheraton Sharjah Beach Resort & Spa, Occidental Sharjah Grand, Sharjah Golden Sands Hotel, Sharjah Golden Tulip Hotel, and TravTalk Magazine.

The objective of this participation is to enhance Sharjah’s global visibility, increase awareness about its diverse products and tourist attractions, boost Sharjah’s status as a leading destination for family and leisure tourism, exchange best practices with global tourism sector decision-makers and experts, and explore avenues for collaboration and opportunities to strengthen tourism ties and partnerships with the European market, particularly Germany.

Sharjah has witnessed a significant surge in the number of European hotel guests in recent years, with a growth of 16% from nearly 88 thousand visitors in 2023 to almost 102 thousand guests in 2024. The German market holds great significance, as Sharjah welcomed approximately 13 thousand German guests in 2024, reflecting an 11% growth from nearly 12 thousand guests in 2023. The emirate aims to further increase this number in the forthcoming years.