Shurooq Showcases Sharjah's Commitment To Eco-Tourism At ITB Berlin 2025

At ITB Berlin 2025, the Sharjah Investment and Development Authority (Shurooq) is unveiling its strategic vision. This vision capitalises on the revival of global tourism and the growing interest in eco-friendly and heritage-based travel. These areas are central to Shurooq’s investment approach, strengthening Sharjah’s leadership in sustainable tourism while preserving its cultural heritage.

Shurooq's CEO, Ahmed Obaid Al Qaseer, highlighted their comprehensive development model at the event. "Sharjah is redefining the meaning of competition in the global tourism market by embedding sustainability across every stage of project development. Our goal is to create a global impact by promoting responsible investments that prioritise community welfare and environmental protection," he stated.

Shurooq's participation at ITB Berlin 2025 highlights its significant role in shaping Sharjah’s tourism sector. The authority offers insights into leading projects like "Mleiha National Park", "The Sharjah Collection", "The Chedi Al Bait, Sharjah", and partnerships with global hospitality leaders such as "The Lux Collective". These initiatives showcase Shurooq’s commitment to sustainable tourism.

Mleiha National Park stands out for its high sustainability standards. Spanning 23.4 square kilometres in Sharjah’s central region, it is a key part of Shurooq’s sustainability-focused strategy. The park combines archaeological history with modern adventure experiences, divided into eco-tourism, conservation, and hybrid zones.

The 'Come Closer' campaign invites visitors to engage in activities like stargazing and glamping. This initiative is a collaboration with the Environment and Protected Areas Authority (EPAA), encouraging exploration of archaeological and natural landmarks.

Shurooq also presented its Sharjah Collection, a unique hospitality portfolio blending luxury with sustainability. Notable sites include Najd Al Meqsar in Wadi Wishi, Khorfakkan, featuring rock carvings over 2,000 years old. This retreat offers seven luxurious heritage units with stunning mountain views.

Strategic Collaborations

In Kalba, Nomad features 20 solar-powered cabins designed for nature lovers and those seeking sustainable tourism experiences. This enhances Kalba’s reputation as a prime eco-tourism destination.

Other notable retreats within the Sharjah Collection include Al Faya Retreat, Moon Retreat, Kingfisher Retreat, and Al Badayer Retreat. Each property offers immersive stays within natural landscapes, reinforcing Shurooq’s dedication to sustainable tourism and conservation efforts.

Shurooq emphasised strategic collaborations in eco-tourism and sustainable hospitality through its partnership with The Lux Collective. This includes LUX* Khorfakkan overlooking the Gulf of Oman, designed with heritage architecture and sustainable materials.

Cultural Preservation Initiatives

LUX* Al Bridi near Sharjah Safari covers 784 hectares and exemplifies Shurooq’s investment in high-end eco-conscious hospitality. Both resorts offer luxury experiences harmonising with nature.

The Chedi Al Bait, Sharjah is a flagship of Shurooq’s hospitality portfolio managed by GHM. Its expansion includes The Serai Wing, Bait Khalid Bin Ibrahim. These sites transform historic locations into exclusive five-star experiences, setting benchmarks in cultural preservation and luxury hospitality.

Shurooq's presence at ITB Berlin 2025 underscores its dedication to making Sharjah a global model for sustainable tourism development. As the industry shifts from recovery to growth, Shurooq continues driving economic diversification and responsible investment strategies to maintain Sharjah's appeal to eco-conscious travellers and investors alike.

With inputs from WAM