November 20, 2024 TnH Global

Sharjah Commerce and Tourism Authority sets new milestones under H.E. Khalid Jasim Al Midfa’s Leadership

How does India rank in terms of priority among your primary sources?

India has consistently ranked among the top five key markets for Sharjah, underscoring its significant contribution to the emirate’s tourism growth. In 2023, Sharjah welcomed 163,329 visitors from India, marking a notable 5% increase compared to 2022. This rise demonstrates India’s growing importance as a source market and its continuous positive impact on Sharjah’s tourism sector.

Recent years have seen a substantial uptick in luxury travel from India, with more visitors arriving from major cities like Mumbai, Delhi, Bangalore, and Chennai. This trend reflects an increasing preference for premium experiences among Indian travellers, including high-net-worth individuals, luxury leisure seekers, and affluent families. This shift has significantly expanded and enriched Sharjah’s luxury tourism offerings.

At SCTDA, we adopt a data-driven approach, utilising comprehensive market research and in-depth analysis of Indian travellers’ habits, preferences, and needs. These insights form the foundation of our strategic initiatives and campaigns, enabling us to tailor our offerings precisely to meet the expectations of Indian tourists and enhance their overall experience. We provide personalised itineraries and experiences that resonate with their desire for immersive cultural experiences, adventure-based travel, and family-friendly activities. This includes a diverse range of options, from cuisine choices to cultural celebrations and activities that cater to their specific interests.

Sharjah’s ability to offer premium experiences makes it a destination of choice for savvy travellers, further driving tourism growth in the region. As Sharjah continues to evolve as a global tourism hotspot, its partnership with key markets like India underscores its appeal and commitment to offering unparalleled experiences.

SCTDA has led efforts to present Sharjah as a secure and distinctive family destination. Could you please explain the significance of this, as well as the different initiatives planned by the emirate to encourage further tourism growth from this sector?

Sharjah is the third largest and the most family-friendly city in the UAE. The emirate’s pioneering efforts and accomplishments in recognising and prioritising children’s rights led to its being conferred with a prestigious accolade from UNICEF, making it the first city in the Middle East to become a Child Friendly City (CFC), and the first in the world to win the title after successfully meeting the new international requirements and criteria launched by UNICEF in 2018. The emirate was also honoured twice with the prestigious UNICEF Child Friendly Cities Initiative (CFCI) Inspire Award in 2019 and 2021.

The emirate offers a plethora of family and kids-friendly destinations, experiences, and activities where fun, entertainment, and education meet. Educational and cultural experiences include museums like the Sharjah Science Museum, Sharjah Art Museum, and the Sharjah Museum of Islamic Civilization. Parks and recreational activities such as Al Montazah Parks, Al Majaz and Kalba Waterfronts, and Al Noor Island provide fun and leisure opportunities. Sharjah’s beaches and water activities, including Al Heera and Khorfakkan, are perfect for family outings. The emirate also boasts over 66 green parks and safe play areas.

For adventurous families, Sharjah Safari, the largest safari park outside of Africa, and Arabia’s Wildlife Centre, one of the largest homes for rare animals in the Arabian Peninsula, offer unique wildlife experiences. The emirate also hosts numerous events and festivals, such as the Sharjah Children’s Reading Festival and the Sharjah International Book Fair (SIBF), which offer a great literary gateway for children.

Sharjah continues to strengthen its family-friendly policies by adopting international best practices and developing destinations that attract families seeking fun, adventure, and edutainment. These efforts not only enhance the quality of life for residents but also position Sharjah as a premier destination for family tourism, ensuring a lasting impact on the community’s well-being and growth.

Sharjah’s art landscape has transformed significantly over time. What strategies do you have in place to establish Sharjah as a leading creative hub for artists and creative minds from both the region and globally?

As the world increasingly embraces cultural experiences, the art tourism market is experiencing a remarkable surge. A recent study by Future Market Insights forecasts growth leading to an impressive $52.42 billion valuation by 2032. This upswing is both commercially and culturally profitable, enabling economies and communities to grow richer through art.

Sharjah has been at the forefront of this cultural renaissance, offering a diverse array of experiences centred around culture, art, and heritage. The emirate is home to destinations such as world-class museums, historic sites, and cultural centres, where visitors can immerse themselves in vibrant art and cultural scenes.

For example, the Emirates Fine Arts Society, established in 1980, is dedicated to supporting and stimulating the arts scene in the UAE. The society’s Annual Exhibition, the longest-running art exhibition in the country, is held at Sharjah Art Museum. Sharjah also hosts several big art-focused events that draw international attention. The Sharjah Light Festival, for example, brings together international artists who present dazzling light shows against the backdrop of Sharjah’s traditional heritage, attracting thousands of visitors annually. The Sharjah Biennial is another significant event, serving as an international platform for exhibition and experimentation for artists from the region and beyond. Since 1993, it has commissioned, produced, and presented large-scale public installations, performances, and films by artists around the world.

Venues such as Sharjah Art Foundation support the art scene in the emirate with flagship projects like the Rain Room. The Flying Saucer houses the first public art library in Sharjah. These initiatives provide artists with resources, spaces and wider peer communities they require to thrive.

Despite the thriving tourism in the region, some individuals highlight the perception of limited access to leisure, entertainment, nightlife, and clubbing in GCC countries compared to Western destinations. How do you anticipate this perception evolving, especially regarding attracting more young tourists to the region?

In the evolving landscape of global tourism, there is a significant shift towards diverse and authentic experiences beyond traditional leisure and nightlife. According to Hilton’s 2024 Trends Report, modern travellers are increasingly prioritising experiences, exploring the unknown, trying local cuisine, and learning about local customs and traditions when on holiday. This evolving traveller profile presents an opportunity for destinations like Sharjah to showcase their unique offerings.

The UAE has been ranked first in the region and 18th globally in the World Economic Forum’s Travel & Tourism Development Index (TTDI) 2024, proving it to be a truly remarkable destination. Sharjah, with its rich historical and cultural heritage, leads the way in offering authentic experiences. The emirate has numerous heritage projects meticulously restored and transformed into tourist destinations, such as the UNESCO-nominated World Heritage Site Mleiha and its archaeological center. The Heart of Sharjah district, housing the Chedi Al Bait, Sharjah and Serai Wing, Bait Khalid Bin Ibrahim, is another example of protecting heritage while upgrading destinations with modern comforts.

Sharjah’s art scene, family-friendly attractions, and diverse cultural and recreational activities cater to various traveller segments, including young tourists seeking unique and immersive experiences. As the GCC emerges as a premier tourist destination, the region’s strategic investments in infrastructure, cultural exchanges, and enhanced accessibility for global travellers are paving the way for a new era in tourism.

By blending authentic experiences with modern amenities, destinations like Sharjah are challenging conventional perspectives and captivating an increasingly discerning global audience. This evolution in tourism offerings reflects a broader trend across the GCC, where governments are investing in diversifying tourism to engage with younger demographics and meet their evolving preferences.