Shurooq puts investments in Sharjah’s tourism and hospitality at centre of ITB Berlin 2018

SHARJAH,The Sharjah Investment and Development Authority (Shurooq) is promoting the emirate’s status as one of the Middle East’s most progressive and dynamic tourism destinations to 180 countries across five continents at this year’s ITB Berlin, the world’s largest travel trade show.

Its participation comes as part of a delegation led by Marwan bin Jassim Al Sarkal, CEO of Shurooq.

Highlighting Sharjah’s authentic heritage, cultural locations and eco-friendly hospitality, Shurooq, participating under Sharjah Commerce and Tourism Development Authority pavilion, aims to attract interest from more than 160,000 visitors and industry leaders at the event, which began Wednesday in Germany’s capital, Berlin, and ends on March 11.

With its unique portfolio of projects, the focus will mainly be on such developments as Mleiha Archaeological and Eco-tourism destination, Al Montazah Parks, Al Bait Hotel and the hospitality projects under Sharjah Collection.

Providing investors and visitors with latest insights and investment plans across Sharjah’s authentic and cultural tourism and hospitality sector, Shurooq will outline services and features on the Sharjah Collection developments, which comprise of Al Badayer Oasis at Al Badayer desert; Bait Khalid bin Ibrahim in Heart of Sharjah; Kingfisher Lodge in Kalba as part of the Kalba Eco-tourism project; and Fossil Rock Lodge at the Mleiha Archaeological and Eco-tourism project. The Kingfisher Lodge is 90% complete, while the Fossil Rock Lodge stands at 80%.

Additional projects developed by Shurooq and exhibited at ITB Berlin 2018 include Al Qasba, Al Noor Island, Heart of Sharjah, Al Majaz Waterfront and Flag Island.

As Sharjah’s tourism sector continues in its rapid growth, Shurooq is investing heavily in environmentally responsible luxury hospitality in natural areas that conserve the area’s environment and natural habitat, as well as improve the welfare of local people. Although 35% of tourists around the world are likely to book eco-tourism holidays, according to GlobalData, the Middle East is still a niche market and Sharjah has established a position as its leading eco-destination.

Ahmed Obaid Al Qaseer, Chief Operating Officer of Shurooq, said: “In its 11th consecutive appearance at ITB Berlin, Shurooq has exceeded itself once again with an unrivalled display of the latest hospitality projects. There is an ever-increasing interest in our developments and the ambition and innovation that accompanies them.”

He added: “This selection of leading hospitality facilities is of great interest to official ITB buyers, many of whom already know the Shurooq name and brand, through its existing imprint and impact within the industry. We’ve arranged for a series of meetings with leading vendors, franchisees, tour operators and hospitality management brands to study their interest in diversifying their investments and tourism portfolio within the UAE and GCC, and present to them where Sharjah can lead their desires for growth.”

ITB Berlin attracts thousands of visitors and experts as well as leaders and key decision makers in the travel and tourism industry from all around the world to meet and discuss the latest developments in the global tourism sector. It offers them an ideal platform to explore ways of forging strategic partnerships with their counterparts and promoting the tourism sector, including leisure, medical, family, shopping and business tourism in their respective countries.

Source: Emirates News Agency