Sharjah Highlights Adventure And Cultural Riches At ITB Berlin 2024

The Emirate of Sharjah is poised to make a significant impact at the ITB Berlin, the world's premier travel trade show, scheduled from March 5-7, 2024. Under the theme 'Pioneer the Transition in Travel & Tourism. Together', the Sharjah Pavilion, led by the Sharjah Commerce and Tourism Development Authority (SCTDA), will feature 19 entities from both government and private sectors. This collaboration aims to highlight Sharjah's diverse tourism and hospitality offerings, reinforcing its status as a leading global destination.

Sharjah's engagement in this event is part of a broader strategy to cultivate international tourism partnerships, particularly focusing on the European market. Khalid Jasim Al Midfa, Chairman of SCTDA, emphasized the importance of innovation and development in the tourism sector. He stated that Sharjah aims to not only keep pace with global advancements but also to establish new standards in cultural, heritage, and natural explorations.

Al Midfa further noted that ITB Berlin serves as a crucial platform for promoting Sharjah as a top global tourism destination. It facilitates international collaborations with key stakeholders and investors, especially targeting Germany as a pivotal market for Sharjah, following the United Kingdom. The participation is seen as a strategic effort to enhance Sharjah's tourism landscape and attract more visitors.

At ITB Berlin, Sharjah will showcase a range of tourist experiences covering infrastructure, transportation, environmental wonders, marine sports, heritage, culture, leisure, and hospitality. Highlights include services from Sharjah International Airport Authority, Sharjah Airport Travel Agency (SATA), Air Arabia, and environmental attractions like the Sharjah Safari by the Environment and Protected Areas Authority (EPAA).

The heritage and cultural aspects will be represented by the Sharjah Museums Authority (SMA), Sharjah Institute for Heritage (SIOH), and Sharjah Classic Cars Club. Additionally, the Sharjah Investment and Development Authority (Shurooq) will present its exclusive resorts and retreats under the Sharjah Collection brand.

This participation aligns with the vision of H.H. Sheikh Dr Sultan bin Muhammad Al Qasimi, Supreme Council Member and Ruler of Sharjah, aiming to elevate the emirate's position on the global tourism map. Through showcasing its leading projects and unique tourism offerings at ITB Berlin 2024, Sharjah is set to strengthen its appeal to international visitors and investors alike.

With inputs from WAM