Arabian Travel Market is the most exclusive networking platform in the Middle East. Sharjah’s investment arm, Shurooq participates every year to display its myriad offerings targeting the niche clientele. HE Marwan Al Serkal, CEO, Shurooq, talks about their plans with TRAVTALK.
Q How important is ATM for Shurooq?
Shurooq has been participating at ATM for the past 11 years, and has shown growing support to the exhibition as it provides the ideal target audience for Shurooq in terms of international experts and investors. Last year we launched our luxury ‘Sharjah Collection’ brand which includes Al-Badaer Oasis, Kingfisher Lodge at the Kalba eoc tourism project and Fossil Rock Lodge at the Mleiha Archaeological and ecotourism project, in addition to the luxury and hospitality projects we previously launched Al Bait Hotel at Heart of Sharjah. ATM’s bespoke visitor profile is the right target for all our destinations and year-long activities, where each year we host and organise a series of events, exhibitions and festivals across all our destinations, delivering unique experience to a diversified set of crowds, tourists and residences in Sharjah and the UAE. These destinations include Al Qasba, Heart of Sharjah, Al Majaz Waterfront, Al Montazah Parks, Mleiha Archeological and Ecotourism Project, Al Noor Island and The Flag Island.
As Sharjah’s flourishning tourism industry continues to play an ever-increasing role in the emirate’s economy and firmly establishes itself on the global tourism map, we will be looking to maintain and grow our status on this worldwide industry platform and highlight our developments in the years to come.
Q What is Shurooq’s role at ATM?
Like every year, Shurooq participates under the Sharjah Commerce and Tourism Development Authority, contributing to the emirate’s integrated and unified efforts to drive its tourism to new horizons, and introduce international visitors on the distinctive tourism and hospitality infrastructure Sharjah has long sustained over the years.
Q What are the expectations from this year’s ATM?
A recent article published by Arabian Business unveiled that Sharjah has been named as one of the world’s best holiday destinations to enjoy five-star luxury. It vranked fifth on the research compiled skyscanner.ae/hotels, the global travel search engine, which aims to make luxury stays even more attainable for travellers. We expect this to be a key driver for interest by local and international investors, hotel and tour operators, who are exploring unique market penetration into UAE and Sharjah’s tourism sector. This will also play a key role in allowing visitors at ATM to explore diversified expansion options through unique offerings that breflect the emirates rank as one of the top tier destinations for luxury, culture and authentic tourism experiences.