'Exceptional, authentic journey': Sharjah unveils new tourism vision to attract visitors with unique offerings

Dubai: Sharjah has launched an ambitious new tourism strategy under a rebranded identity, ‘Visit Sharjah’, aimed at boosting its appeal to both regional and international tourists. It marks a significant step in the emirate’s efforts to expand beyond its well-established cultural and heritage offerings.
With a renewed focus on promoting its pristine beaches, hiking trails, theme and water parks, nature and wildlife, entertainment and events, and family-friendly adventure, the emirate is going the extra mile to showcase its diversity to the world.
Announcing the new vision and refreshed identity, Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority (SCTDA), said the strategy is built on four key pillars designed to enhance the visitor experience and position Sharjah as a unique destination within the UAE’s diverse tourism landscape.

“Our main strategic objective is to increase the number of tourists to Sharjah by offering an exceptional and authentic journey, and create unforgettable memories,” Al Midfa told Gulf News on the sidelines of Arabian Travel Market.

He revealed that Sharjah welcomed about 1.6 million hotel guests in 2024, with 486,000 in the first quarter of 2025. “It’s been impressive.”

Four-pillar strategy

The four pillars of the strategy include, promoting and enhancing Sharjah’s visibility both domestically and globally; develop the industry and facilities along with its partners such as hospitality, travel, and tour services; putting in place right set of rules and regulations, including robust standards, star ratings, and operational criteria; and advancing corporate social responsibility and fostering community-based tourism initiatives.

What’s on offer?
Visitors to Sharjah can discover the emirate’s diverse natural, cultural, and recreational attractions, ranging from deserts and mountains to coastal areas and historic heritage sites.
Al Midfa highlighted the emirate’s strengths, including its close proximity to other major cities, world-class infrastructure, and diverse attractions.
“It’s important to have a balance. It’s the beauty of the UAE that each emirate offers a unique identity and experience. It makes a nice variety, which matters,” he said.

Sharjah’s tourism authority is also focused on consistent international outreach through roadshows and collaboration with private sector partners.