Sharjah Investment and Development Authority (Shurooq), marking its 15th participation, has presented its pioneering approach to hospitality and commitment to sustainable tourism to over 90,000 global attendees of the ITB Berlin, which was held from March 5-7. Building on its legacy of developing cultural and eco-friendly tourism, Shurooq spotlighted its diverse portfolio of hospitality and projects, reinforcing its position as a leader in the global travel industry.

As part of a Sharjah Government delegation led by the Sharjah Commerce and Tourism Development Authority (SCTDA), the authority designed a unique stand to bring the ‘Shurooq EssSense’ to the world through an exceptional visitor experience. Aided by interactive technologies, visitors to Shurooq’s stand went on a sensory journey through a collection of the entity’s marquee hospitality projects and destinations that epitomise Shurooq's commitment to authenticity and cultural heritage preservation, namely “Mleiha Archaeological Centre”, “Al Noor Island”, “Kingfisher Retreat”, and “The Chedi Al Bait, Sharjah”. While also focusing on other unique projects such as “LUX* Al Jabal Resort”, “LUX* AL Bridi”, and Sharjah Collection including “Al Badayer Retreat”, “Al Faya Retreat”, “Moon Retreat”, “NOMAD”, and “Najd Al Meqsar”.

Shurooq also highlighted its transformative strategies and responsible tourism initiatives, resonating with the event's focus on shaping the future of travel.

Commenting on Shurooq's participation, Ahmed Obaid Al Qaseer, CEO of Shurooq, stated: “ITB Berlin presented a strategic platform for us to showcase our ambitious projects and promote Sharjah as a leading tourist destination. Our focus was not only on highlighting the cultural, historical and natural treasures of Sharjah, but also on fostering sustainable tourism and recreational practices that benefit both visitors and the local community.”

As ITB Berlin encompassed 12 tracks across 4 stages in the Berlin Convention, Shurooq leveraged this diverse platform to engage with industry stakeholders and showcase the transformative potential of its projects. Through strategic partnerships and investment opportunities, Shurooq aims to drive sustainable growth in the global travel industry while preserving the cultural heritage and natural beauty of Sharjah.

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