Shurooq Unveils Sustainable Hospitality Initiatives At ITB Berlin

The Sharjah Investment and Development Authority (Shurooq) recently made a significant impact at ITB Berlin, marking its 15th appearance at the prestigious event. Held from March 5-7, the event attracted over 90,000 attendees from around the globe. Shurooq took this opportunity to showcase its innovative approach to hospitality and its dedication to sustainable tourism, highlighting its role as a frontrunner in the global travel sector.

As part of the Sharjah Government delegation, led by the Sharjah Commerce and Tourism Development Authority (SCTDA), Shurooq introduced the 'Shurooq EssSense' through a uniquely designed stand. This initiative provided an immersive visitor experience using interactive technologies, allowing attendees to explore Shurooq's key hospitality projects and destinations. These include the Mleiha Archaeological Centre, Al Noor Island, Kingfisher Retreat, and The Chedi Al Bait, Sharjah, among others such as LUX* Al Jabal Resort and Sharjah Collection's Al Badayer Retreat.

Shurooq's participation at ITB Berlin was not just about showcasing its diverse portfolio but also about highlighting its strategic initiatives towards responsible tourism. The authority's efforts align with the event's goal of shaping the future of travel through sustainable practices.

Ahmed Obaid Al Qaseer, CEO of Shurooq, commented on the significance of their participation. He emphasized that ITB Berlin served as an essential platform for promoting Sharjah as a premier tourist destination. The focus was on presenting Sharjah's cultural, historical, and natural assets while advocating for sustainable tourism and recreational practices that benefit both tourists and the local community.

With ITB Berlin featuring 12 tracks across four stages at the Berlin Convention, Shurooq utilized this diverse platform to engage with industry stakeholders. The authority showcased the transformative potential of its projects through strategic partnerships and investment opportunities. Shurooq's goal is to foster sustainable growth in the global travel industry while preserving Sharjah's cultural heritage and natural beauty.

With inputs from WAM