Shurooq puts Sharjah in focus at ITB Berlin

Sharjah: The Sharjah Investment and Development Authority (Shurooq) has been making its presence felt at ITB Berlin 2013 with the showcase of the Authority’s ambitious Heart of Sharjah project taking centre stage.

Taking place from March 6 to 10, ITB Berlin is considered to be the world’s leading travel trade show, and Shurooq has been making use of the opportunity to promote Sharjah’s investment potential in its tourism and leisure industry, as well as its health care and environment sectors, in addition to the opportunities available in Sharjah’s freezones, as Hamriyah Free Zone Authority is participating this year along with Shurooq.

The first day of ITB Berlin 2013, saw Shurooq’s participation already garnering high levels of interest and acclaim with regards to the quality and diversity of the Authority’s many projects as well as the multitude of services they offer to established and potential investors, with projects such as the Kalba Eco Tourism project, City Sightseeing Sharjah, and the Khorfakkan Resort, among many others receiving very positive feedback. A special point of interest has been the showcase of the Authority’s landmark leisure and heritage project, the Heart of Sharjah, which has generated large-scale interest from delegates from across the globe.

“The very nature of the Heart of Sharjah project, which will see the historical heart of the city of Sharjah restored and revitalised, has struck a deep chord with visitors to our ITB stand. This is the first time that the full project model is being put on display, giving viewers the chance to get a true overview of the immense scope of the project,” said Shurooq CEO Marwan Bin Jasem Al Sarkal.

Focal point

When completed, Heart of Sharjah will comprised of a range of diverse commercial, cultural and residential areas, featuring traditional markets, restaurants, cafes, museums, art galleries and hotels, and will ultimately serve as a focal point for a large number of the events that take place on Sharjah’s busy culture and heritage calendar.”

The first of the five phases in the development is well on track and he noted that the archaeological excavations of the area beneath Bank Street, one of the most historical sections of the city of Sharjah, which are currently underway, have been of special interest to the international community.

“The Heart of Sharjah project is truly unique. The project represents far more than just a commercial leisure and tourism development. Central to Shurooq’s mandate is the development of Sharjah based on the Emirate’s distinct Arab and Islamic identity and the Heart of Sharjah does just that. It serves not only as an example of how tradition and progress can be successfully melded, but also as a benchmark against which other authorities and developers can measure prospective projects, making this project one of the most significant in the UAE and the region to date,” he said.