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Setting benchmarks in enriching cultural, heritage, and natural explorations
Commenting on the upcoming participation, Khalid Jasim Al Midfa, Chairman of
SCTDA, said: "In an era where the tourism industry witnesses unprecedented
dynamism, we must embrace change, pursue innovation, and spearhead
development vigorously. Our ambition is to not only match the pace of global
advancements in hospitality, transportation, and leisure but also to set benchmarks
in enriching cultural, heritage, and natural explorations. Our presence at ITB Berlin
this year will showcase Sharjah's leading projects, both existing and in the pipeline,
and to vividly present our emirate's distinguished attributes, exemplary services,
and unique tourism offerings."

Al Midfa added: “Our participation in this year's ITB Berlin effectively contributes to
supporting our plans and efforts in line with the vision and directives of His
Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Supreme Council Member and
Ruler of Sharjah, of enhancing the emirate’s position on the global tourism map.”

"ITB Berlin is an important platform to promote the emirate as a premier global
tourism destination. It opens avenues for international collaborations with key
stakeholders, investors, and global entities in the tourism and travel industry. The
European market, with Germany at its core, remains instrumental for Sharjah,
marking it as our second-largest European tourism source next to the United
Kingdom. Engaging in this edition is a strategic move to bolster our initiatives and
collaborative efforts to elevate the tourism landscape and drive a substantial
increase in visitor numbers to our emirate," continued Al Midfa.

Sharjah elevates tourist experiences with comprehensive offerings
Sharjah is set to captivate visitors from Europe and globally at the ITB Berlin,
showcasing a spectrum of seamless and integrated tourist experiences that span
various sectors—from infrastructure and transportation, highlighted by Sharjah
International Airport Authority, Sharjah Airport Travel Agency (SATA) and Air
Arabia's exemplary air transport services, to environmental wonders presented by
the Environment and Protected Areas Authority (EPAA) with gems like the Sharjah
Safari. Meanwhile, the Sharjah Marine Club will highlight various marine sports and
activities in the emirate.

Heritage, culture, and leisure tourism
In heritage, culture, and leisure, Sharjah's rich tapestry is unfurled by the Sharjah
Museums Authority (SMA), Sharjah Institute for Heritage (SIOH), and Sharjah Classic
Cars Club, each narrating the emirate's storied past and vibrant cultural landscape.
The tourism and hospitality sector shines with the Sharjah Investment and
Development Authority (Shurooq) showcase of its portfolio, including a suite of
exclusive staycations and resorts part of the Sharjah Collection, namely Al Faya
Retreat, Al Badayer Retreat, Moon Retreat, Kingfisher Retreat, Nomad, Najd Al
Meqsar Village and others.
Additionally, participants include Holidays Tours, Sharjah National Hotel, Coral
Beach Hotel, Sheraton Sharjah Beach Resort and Spa, Occidental Sharjah Hotel,
Golden Sands, Golden Tulip, Lux Grand Hotel, and TravTalk Middle East.

https://www.sharjah24.ae/en/Articles/2024/02/27/Sharjah-to-highlight-best-of-adventure-at-
ITB-Berlin-2024