The Sharjah Commerce and Tourism Development Authority (SCTDA) concluded its participation in ITB Berlin (Internationale Tourismus-Borse Berlin) 2019, which took place from 6-10 March in Berlin. During its involvement this year, the Authority reviewed the emirate's most important plans, strategies and tourism programs and showcased eco-tourism, sustainable hospitality and outdoor leisure activities, as it seeks to highlight the cultural identity of the Emirate and promote the potential of the tourism sector within.
Commenting on the participation, H.E. Khalid Jasim Al Midfa, Chairman, SCTDA, said: “During this year's event, we attracted thousands of German and European visitors to the Emirate of Sharjah’s pavilion to witness the most important activities, programs and events designed for future tourists and visitors. These efforts effectively highlighted the touristic attractions in the emirate. We were delighted to see these visitors’ interest in exploring what we have to offer, which will inspire us to create more innovative initiatives aimed at enhancing visitor experience and will make them want to return to the emirate. We, at the Sharjah Commerce and Tourism Development Authority, are keen to participate in the exhibition every year to enhance the emirate’s position on the world tourism map and increase tourism flow, in line with Sharjah Tourism Vision 2021.”
The delegation at ITB Berlin 2019, headed by SCTDA, included a number of government and private bodies in the emirate such as 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 and 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.
The participation of the Environment and Protected Areas Authority promoted Sharjah by offering a new product that supports eco-tourism with 10 quality centers that encourage eco-tourism in the region, while Sharjah Investment and Development Authority (Shurooq), promoted its most prestigious tourism, environmental and luxury hotel projects and signed a partnership agreement with Shaza Group to manage three luxury hospitality projects within the Sharjah Collection. The Sharjah International Airport focused its efforts on seeking new partnerships to promote the growth of passenger and cargo traffic through Sharjah Airport, which has become a global link connecting different countries of the world, as well as introducing the latest and most important services, innovations and facilities provided by Sharjah Airport. Meanwhile, the Sharjah Museums Authority highlighted the emirate's 16 museums, which celebrate the culture, history, architecture, archeological remains and arts of the UAE, the Arab world and the Islamic civilization.
Speaking on the successful participation of the Sharjah Investment and Development Authority (Shurooq), in ITB Berlin, His Excellency Marwan bin Jassim Al Sarkal, Executive Chairman of Shurooq, said: “The last few years have recorded a number of transformative progress for Shurooq, its destinations and Sharjah’s global tourism ranking.”
He added: “We are currently playing a leading role in fully transforming the emirate’s authentic and eco-tourism vision into reality, through destinations such as Mleiha Archaeological and Eco-tourism Project, Heart of Sharjah project, Al Noor Island and Al Bait Hotel. These destinations have allowed Shurooq to explore and achieve unique partnerships with top international brands and operators that both see the value behind what we are offering to the global travel and tourism market, and behind our study in ensuring that our partners deliver what we aspire to achieve behind experiencing Sharjah’s rich culture, heritage and leisure features.”
He explained: “Participating at ITB Berlin this year falls within our mission, vision and commitment in ensuring our continuous and historic involvement with leading travel and tourism trade fairs such as ITB Berlin, support SCTDA’s Sharjah Vision 2021, and use the platform as an opportunity to make an iconic announcement such as Shaza’s management of our three Sharjah Collection properties, Al Faya Lodge in Mleiha, Kingfisher Lodge in Kalba and Al Badayer Oasis at Al Badayer desert.”
In the future, the Authority plans to develop more unique leisure and tourism activities and an exclusive range of tourism services to attract more visitors. The Authority is adopting several measures to enhance tourism facilities in a sustainable manner and to promote awareness of environmental responsibilities aimed at intensifying sustainability efforts in the tourism sector, in line with the United Nations Sustainable Development Goals (SDGs) 2030.
In addition, SCTDA held a series of fruitful meetings and discussions, including H.E. Khalid Jasim Al Midfa’s meeting with Zurab Pololikashvili, Secretary General of the World Tourism Organization. On the sidelines of the event, a special session was organized for international media to enhance media ties and introduce them to the new initiatives and tourism programs that Sharjah has to offer. A press conference was also held to announce the latest developments and current projects of the sector. During the event, H.E Ali Al Midfa, Chairman of the Sharjah International Marine Club, announced the launch of the official Team of Sharjah who will be participating in the U.I.M F1H2O World Championship, and will be touring the world in search of its first win while also promoting tourism in the emirate.
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