Sharjah’s cultural heritage has earned it the titles of UNESCO World Book Capital for 2019; Arab Tourism Capital of 2015; and Islamic Culture Capital in 2014, and it remains a focal point for the sector. This is illustrated by projects like the Heart of Sharjah, the largest heritage preservation and restoration project in the Gulf region. Sharjah is on a transformative journey with a keen focus on advancing its tourism and culture sectors. The emirate’s budget for 2023 demonstrates a dedication to strengthening its cultural and tourism offerings, and positioning itself as a global centre for the arts, heritage and visitor experiences.
The emirate is diversifying its offerings by embracing ecotourism and adventure spaces, making it an attractive prospect for investors. Connectivity is a cornerstone of Sharjah’s appeal, with substantial airport expansion and strategic road projects under way. The emirate is also making strides in the film industry, attracting both local and international filmmakers, while cultural festivals, including Sharjah Film Platform (SFP), continue to grow. Indeed, Sharjah is committed to hosting cultural events, including performances at venues like the Al Majaz Amphitheatre and Khorfakkan Amphitheatre, which reflect its evolution into an entertainment destination. Additionally, sport tourism is gaining momentum with its diverse landscapes offering opportunities for athletics and leisure, from cycling tracks to international sporting events and e-sports.
Structure & Oversight
At the federal level, the establishment of the Emirates Tourism Council in January 2021 by the UAE Cabinet highlights the national commitment to creating a tourism strategy aligned with the UAE Centennial 2071 vision. The initiative aims to integrate emirate-level authorities and departments for seamless tourism development. The Emirates Tourism Council is entrusted with a range of responsibilities, including the development and revision of policies and legislation that support the sector and national tourism development plans. It also focuses on facilitating the growth of tourism-related industries, attracting investment in the tourism sector and proposing economic incentives to stimulate its expansion. The council’s scope of work extends to the establishment of a comprehensive national tourism information database and providing support to small and medium-sized enterprises involved in the field. At the emirate level, the strategic developer and supervisor of the tourism sector, the Sharjah Commerce and Tourism Development Authority (SCTDA), in conjunction with sector partners, is guided by four strategic pillars as part of the Sharjah Tourism Vision 2021. These pillars encompass the promotion of Sharjah as a premier family tourism destination by curating exclusive packages that cater to all ages; implementing an innovative tourism approach to enhance the overall tourist experience; pursuing enhanced efficiencies in the sector through collaborative efforts to deliver toptier tourism facilities; and promoting cultural and heritage elements, positioning Sharjah as a global cultural hub, with an emphasis on family-oriented experiences.
Heritage & Culture
In the cultural scene, the Sharjah Museums Authority (SMA) operates as an autonomous government authority overseeing 16 museums in the emirate. The SMA’s vision is to serve as a cultural guidepost, both locally and internationally, and to promote an understanding of the significance of museums as cultural, educational and overall, enjoyable destinations. Their mission focuses on maintaining the highest museum standards, preserving collections and fostering an appreciation for culture and learning through exhibitions, educational initiatives and community programmes. In December 2022 Sheikh Sultan bin Muhammad Al Qasimi, ruler of Sharjah and member of the UAE’s Supreme Council, approved the emirate’s 2023 general budget with total expenditure of Dh32.2bn ($8.8bn). Spending priorities include enhancing cultural, scientific and tourism leadership while promoting the emirate’s financial sustainability.
Strategy
The UAE Tourism Strategy 2031, launched by the federal government in November 2022, is a component of the Projects of the 50, a 50-year programme to secure the country’s competitiveness in the high-value industries of the future. Comprising 25 comprehensive programmes and policies, the tourism strategy is designed to boost sector development.
At its core, the strategy seeks to achieve several objectives, including elevating tourism’s contribution to GDP to Dh450bn ($122.5bn), with an annual increase of Dh27bn ($7.3bn); attracting Dh100bn ($27.2bn) in additional tourism investment; and welcoming 40m hotel guests annually. The strategy also aims to boost the economic prospects of the UAE and solidify its standing as one of the world’s leading tourist destinations.
The UAE Tourism Strategy 2031 emphasises four key priorities: strengthening the unified national tourism identity; diversifying specialised tourism products; enhancing the capabilities of the sector and promoting the participation of national cadres; and increasing investment across all tourism subsectors. Sharjah, with its distinct cultural and historical attractions, is well positioned to play an important role in achieving these objectives by offering tourists diverse experiences and ensuring the involvement of local talents.
Reflecting its namesake, which translates from Arabic to “rising sun”, the emirate is dedicated to illuminating its rich heritage. Its leadership has placed great emphasis on Sharjah’s position as a prominent centre for Arab culture. The emirate’s cultural and heritage attractions have continuously drawn tourists and earned global acclaim, highlighted by the presence of multiple UNESCO World Heritage sites.
In an endeavour to restore and interconnect the emirate’s traditional heritage areas, the Heart of Sharjah project seeks to transport visitors back to the emirate of the past by meticulously restoring and revitalising the city’s traditional districts. The initiative aspires to create a tourist and trade destination infused with contemporary artistic elements while preserving the ambience of the 1950s. With the first of its five phases in progress and a scheduled completion of 2025 for all five phases, the institution charged with the emirate’s transformation, the Sharjah Investment and Development Authority (Shurooq), has formed a joint committee, comprising representatives from public and private entities, to oversee this initial phase.
Located within a five-minute drive from the city’s corniche and a 10-minute journey from Sharjah International Airport, the Heart of Sharjah will encompass a diverse range of commercial, cultural and residential projects. The project includes boutique hotels, restaurants, an open-air souq, retail outlets, art galleries, traditional and contemporary markets, archaeological sites, museums, recreational areas, commercial offices and children’s play areas, as well as a visitor centre.
The Heart of Sharjah is a UNESCO World Heritage site candidate. Additionally, more than 20 museums and galleries across Sharjah explore Middle Eastern art and culture, archaeology, heritage, science and marine life, as well as the history of Sharjah, with the House of Wisdom exhibition centre being home to a number of these institutions. The emirate is home to a thriving art scene which is a major draw for domestic and international visitors. Sharjah Art Foundation organises the popular Sharjah Biennial with participation from renowned artists from across the world. Sharjah Biennial 15 closed in June 2023, with the 16th iteration opening in February 2025.
As part of Sharjah’s international cultural marketing strategy, the Sharjah Museum of Islamic Civilisation is hosting the Ziena Splendour of the Indian Courts exhibition, which began in October 2023 and concludes in April 2024. This exhibition is a collaborative endeavour between the SMA and Dar al Athar Al Islamiyyah of Kuwait cultural centre, with the aim of celebrating the rich culture and craftsmanship of the Indian subcontinent, featuring an extensive collection of jewelled arts. Such exhibitions foster cultural understanding and intellectual exchange with India and enhance marketing efforts in that high-value tourism source market. The exhibition is but one example of the commitment of Sharjah’s cultural institutions in collaboration with private enterprise to create opportunities in the sector.
Ecotourism & Adventure
Sharjah presents a diverse array of opportunities for investors in the tourism and hospitality sectors. The emirate has embarked upon a significant transformation into a modern and progressive destination, further extending its offerings to encompass other niche markets. While its cultural attractions have long been celebrated, the emirate also offers a range of possibilities for ecotourism and adventure holidays. Entrepreneurs focusing on experience-driven ventures will discover multiple prospects, especially with the emergence of the eastern and central regions as growing tourism hotspots. The key to this success has been large-scale investment in infrastructure, tourism destinations and offerings.
Ecotourism is an integral part of Sharjah’s tourism strategy, with retreat centres emerging around its UNESCO World Heritage sites and archaeological centres. As travellers are showing increased interest in more sustainable options, the ecotourism subsector is poised for long-term growth. Sharjah also attracts both domestic and international visitors with outdoor activities, including camping, deepsea fishing, hiking, trekking, scuba diving and off-roading.
The new XQ uarry Off-Road and Adventure Park in the Mleiha desert offers activities such as off-roading, obstacle courses and mountain biking. In addition, Sharjah Safari, the world’s largest safari park outside of Africa, opened in Al Dhaid in February 2022, and is home to more than 50,000 animals.
Sharjah is increasing its emphasis on adventure and ecotourism through several new projects. Khorfakkan, situated on the UAE’s east coast, is poised for a major development, with the upcoming launch of Khorfakkan Adventure in the first quarter of 2024, an ecotourism project at Al Soueifa mountain. It will feature a range of activities, including hiking and biking trails, a zip line over Al Luluyah Beach, a giant swing overlooking the mountain landscape, and an alpine coaster offering a descent down the mountainside.
In May 2023 Shurooq announced these updates during the Arabian Travel Market in Dubai, reaffirming its commitment to expanding ecotourism offerings, particularly during the Year of Sustainability in the UAE. Khorfakkan is not the sole destination undergoing development; there are substantial efforts under way to extend Shurooq’s existing luxury-tented resorts, such as Moon Retreat, and eco-retreats throughout the emirate. These expansions include the Mysk Kingfisher Retreat by the Khor Kalba Mangrove Centre, where 20 new rooms have been added, and the Mysk Al Badayer Retreat in central Sharjah, which started welcoming guests in the second half of 2023. Additionally, the Nomad by Mysk, a roaming glamping trailer concept, is set to travel from the mountains of Khorfakkan, to the deserts of Mleiha and the beaches of Hamriyah, among other destinations depending on the season, offering a nature-oriented adventure travel experience with 20 aluminium airstream trailers.
Two new luxury resorts are also on the horizon: the 800-ha LUX* Al Bridi Resort inside the Sharjah Safari project, set to open in autumn 2024, and LUX* Al Jabal Resort in Khorfakkan, slated for the second quarter of 2024. These resorts promise unique experiences, including the chance to spot the African Big Five animals, namely the lion, leopard, black rhinoceros, African elephant and African buffalo, making Sharjah an appealing destination for adventure-seeking travellers.
Hospitality
In 2022 the contribution of the travel and tourism sector to the UAE’s GDP was nearly Dh167bn ($45.5bn) which is equivalent to 9% of national GDP. In 2022 the total spending of international tourists in the UAE amounted to Dh117.6bn ($32bn). That same year, the number of hotels in the UAE increased to 1198 from 1144 in 2021, while hotel capacity in the country reached 203,000 hotel rooms. As Sharjah witnesses a continuous influx of tourists, the hospitality sector presents a substantial opportunity for potential investment. Khalid Jasim Al Midfa, chairman of the SCTDA, has expressed the emirate’s ambition to be able to expand hotel capacity.
The SCTDA recently projected a 50% increase in the number of hotel rooms in Sharjah City between 2020 and 2025. For prospective investors, the hospitality sector offers a range of opportunities, spanning from affordable boutique hotels catering to budget-conscious travellers to the luxurious accommodations for which the UAE is globally renowned. This particularly holds true in the central and eastern regions of Sharjah where demand for hospitality services outstrips supply.
In the first quarter of 2023, Sharjah had 110 hotels with a cumulative offering of 8893 rooms. These accommodations were categorised into 13 five-star hotels, contributing 1010 rooms; 21 four-star hotels with 3200 rooms; 35 one- to three-star hotels offering 2616 rooms; and 41 apartment hotels, providing 2067 rooms. During this same period, Sharjah’s hospitality sector welcomed 467,775 guests, signifying a 33% growth compared to the first quarter of 2022. The sector had a 73% occupancy rate, an average length of stay of 1.99 days, a revenue per available room of Dh177 ($48.18) and an average daily rate of Dh252 ($68.59). Furthermore, the sector generated substantial revenue, totalling Dh190m ($51.7m), marking a 26% increase from the first quarter of the previous year.
Sharjah’s top-five tourism markets in 2022 were Russia, Oman, India, the UAE and Saudi Arabia. Visitors from Russia, the Commonwealth of Independent States and the Baltic states constituted 23% of total market share, showing a 92% growth since the first quarter of 2022. Asia and the GCC represented a 19% and 16% share of the overall market, respectively, underlining the diverse sources contributing to the tourism sector.
Airport & Road Developments
One of Sharjah’s strengths is connectivity. The emirate has undertaken several large-scale projects to enhance accessibility. These include the expansion of Sharjah International Airport to be finished by 2026; the Dh5.5bn ($1.5bn) Sharjah-Khorfakkan Road inaugurated in April 2019; and the Dh1bn ($272.2m) Sharjah-Kalba Road.
Sharjah’s airport is strategically positioned to cater to increasing tourist numbers. The international airport is undergoing a Dh2.4bn ($653.3m) expansion, including the addition of four new gates. The project, which began in the fourth quarter of 2023, aims to increase annual capacity from the 13.1m passengers the airport received in 2022 to 20m passengers by 2027. With connections to more than 170 locations across the Middle East, Africa, Asia and Europe, and serving as a hub for Sharjah-based low-cost carrier, Air Arabia, the airport is an attractive option for travellers.
In the first half of 2023 Sharjah’s airport received 7m passengers, a 24.4% surge in passenger traffic when compared to the first half of 2022. The airport’s growth is not limited to passenger operations alone, as cargo operations have also thrived. According to airport data, Sharjah’s airport managed around 170,000 tonnes of cargo in 2022, a 21.2% increase from 2021, when approximately 140,000 tonnes of cargo were handled.
As part of the expansion project, Sharjah International Airport aims to improve service standards and enhance flight capacity. This expansion is expected to attract more airline customers, particularly from Europe and East Asia. Moreover, the growth in air traffic and the airport’s role in facilitating trade and logistics operations underline its significance as a reliable and efficient regional cargo hub. Adding new international destinations will further stimulate travel and logistics opportunities, reinforcing the airport’s position as an important transit point within the region.
Elsewhere, Sharjah’s efforts to improve accessibility and reduce traffic include a new road project launched in July 2023. The Garn Al Sabkha Street — Sheikh Mohamed bin Zayed Roads Intersection Improvement Project is a Dh374m ($101.8m) initiative that involves the construction of four bridges and 7 km of road work to enhance intersections. This project will streamline travel and reduce transit times between Sharjah and Dubai by 40-70%, making the former an attractive option for travellers and investors. Sharjah’s investment in infrastructure, regional development and improving accessibility to and within the emirate positions it as a growing centre for tourism and investment.
Film Platforms
Sharjah has been increasingly chosen as a filming location for various movies and documentaries, such as the 2023 Malayalam film Made in Caravan; planned Indian crime movie Kaamraj; and Canadian documentary Look Up. The emirate’s diverse landscapes, from deserts to beaches, are ideal for outdoor shoots, and convenient for various scenes whose locations are in proximity to one another. Filming is feasible during autumn, winter and spring due to Sharjah’s climate. The government is supportive of on-location film shoots, streamlining filming permissions.
The annual SFP showcases independent cinema, documentary filmmaking and innovative films. SFP features various regional and international productions, concerts and filmmaker talks. SFP’s programme includes submissions, special programmes and awards that celebrate achievements in narrative, documentary and experimental cinema. The event also offers talks, workshops and masterclasses, fostering knowledge sharing. SFP connects filmmakers with industry professionals and supports local scriptwriters through the Pitching Forum, and issues an annual open call for the SFP Short Film Production Grant.
The Sharjah International Film Festival for Children and Youth (SIFF) features films from around the world. The festival, which took place in October 2023, showcases world premieres and regional film debuts. SIFF includes panel discussions and workshops, expanding its reach and offering opportunities for young filmmakers. Sharjah Cinema Days, a new initiative, caters to a broader audience, incorporating various film genres and artistic installations related to film and media.
Business & Entertainment
Sharjah’s strategic location and connectivity render it an attractive proposition for meetings, incentives, conferences and exhibitions. Businesses seeking low-cost and cost-effective alternatives in the UAE without compromising quality, find options in Sharjah. The emirate is home to several meeting venues, notably the Expo Centre Sharjah and Expo Khorfakkan Centre.
The calendar of Expo Centre Sharjah features several events in 2024, including SteelFab, Acres Real Estate Exhibition, 53rd Watch and Jewellery Middle East Show, Sharjah Children’s Reading Festival and Sharjah International Book Fair, among others. While the UAE is recognised as an ideal host for such gatherings due to its strategic location and governmental support, Sharjah stands out as a destination where businesses can harness these advantages without incurring excessive expenses. Furthermore, Al Majaz Amphitheatre and Khorfakkan Amphitheatre embody Sharjah’s aspiration to host live performances and cultural events. These venues cater to performing arts, theatrical showcases, musicals and concerts, drawing an international audience. The expanding diversity and size of events have sparked a growing need for new hospitality and accommodation options. The hospitality sector is undergoing a transformative shift to accommodate this increasing number of visitors opting for overnight stays in Sharjah.
Sport Tourism
Sharjah offers a wide range of sport and recreational activities. Facilities like the Sharjah Sports Club provide various sporting options, including football, basketball, handball and swimming. The city’s diverse landscapes offer outdoor experiences, with Al Majaz Waterfront and parks like Al Montazah and Al Qasba Canal for activities like jogging, picnicking and kayaking. Dedicated cycling tracks ensure a bicycle-friendly environment. Sharjah hosts international sporting events like the Tour of Sharjah cycling race and the F1H20 Sharjah World Championship Week for powerboat racing, as well as provides golfing facilities at the Sharjah Golf and Shooting Club. It also supports sport academies for coaching and training in various disciplines, and it embraces emerging trends like e-sports. Sharjah’s sporting scene caters to residents and tourists, fostering a culture of active living.
Summer Activities
Shurooq has introduced a range of summer activities at its destinations to reduce seasonality in the sector and promote year-round tourism. The offerings include discounts on attractions, family-friendly experiences, adventure activities and educational opportunities at seven destinations. These initiatives aim to provide a holistic experience of Sharjah’s history, culture and leisure. City bus tours and boat tours are also available with special summer discounts. The Summer Passport offers water-themed experiences including boating, kayaking and musical fountain shows. Al Hira Beach and Khorfakkan Beach offer beachfront activities, while The Chedi Al Bait and Mysk Retreats provide eco-luxury experiences with discounts. The Mleiha Archaeological Centre offers discounts on horse riding and adventure packages. Such initiatives are indicative of the tourism authorities’ commitment to enhancing visitor experiences and making Sharjah an attractive year-round destination.
GCC Unified Tourist Visa
The rollout of a unified GCC tourist visa between 2024 and 2025, as confirmed in October 2023 by Abdullah bin Touq Al Marri, UAE minister of economy, represents a significant development for Sharjah, the UAE and the wider region. This unified visa initiative, which allows travellers to explore all six GCC countries under a single visa, is poised to enhance tourism and economic collaboration throughout the GCC region. Sharjah, known for its cultural heritage and diverse tourism offerings, stands to benefit from this initiative. With the UAE poised for an increase in international tourists, Sharjah can position itself as an integral part of the broader UAE tourist route. This should contribute to the emirate’s economic growth and employment opportunities. Moreover, the GCC unified tourist visa aligns with the broader GCC 2030 tourism strategy, which aims to boost tourism’s contribution to regional GDP (see regional analysis).
Outlook
Sharjah’s tourism sector is positioned for growth. With the establishment of the Emirates Tourism Council in 2021 and the commitment to align its tourism strategy with the UAE Centennial 2071 vision, the emirate is set on a transformative path. This commitment is further substantiated by the 2023 budget, highlighting the dedication to strengthening Sharjah’s cultural and tourism offerings. The emirate’s UNESCO-recognised cultural heritage remains a focal point, with significant restoration projects like the Heart of Sharjah in progress. Sharjah’s diversification into ecotourism and adventure spaces also contributes to its attractiveness for investors. Additionally, Sharjah’s film industry, cultural festivals and sport tourism position it as a multifaceted and evolving destination for tourists and investors alike. The investment in infrastructure and accessibility, including the expansion of Sharjah’s airport and road developments, as well as the planned GCC unified tourist visa, further cement the emirate’s status as a growing centre for tourism and investment.
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