TravTalk Middle East Online Magazine
At this year’s Arabian Travel Market (ATM), between 28 April and 1 May 2025, Sharjah will again take centre stage, showcasing its unique offerings, while emphasising its commitment to sustainable tourism development. Known as the ‘hidden gem’ of the UAE, Sharjah is home to rich culture and heritage, receiving discerning travellers across the globe.
TT Bureau
As one of the most culturally rich and naturally diverse emirates in the UAE, the Emirate of Sharjah continues to make strides in positioning itself as a global destination for travellers seeking authentic experiences.
Destination without equal
The Emirate of Sharjah has long been celebrated for its ability to seamlessly blend tradition with modernity. From its UNESCO-recognised heritage sites to its pristine beaches and family-friendly attractions, the emirate offers something for every type of traveller. Whether it is exploring the historical Heart of Sharjah, marvelling at the biodiversity of the Mleiha Archaeological Centre,
or enjoying the serene beauty of Kalba’s mangroves, visitors are treated to an array of experiences that reflect the emirate’s rich cultural and natural heritage.
At ATM 2025, Sharjah through Sharjah Commerce and Tourism Development Authority (SCTDA) and the delegation comprising government and private entities aims to shine a spotlight on these offerings, highlighting how the emirate provides an alternative to the high-energy urban landscapes of neighbouring cities. The focus remains on authenticity, sustainability, and creating memorable experiences that resonate with visitors long after their journey ends.
Commitment to sustainability
One of the defining pillars of the emirate’s tourism strategy is its dedication to sustainability. In line with global trends and the UAE’s vision for sustainable development, the Emirate of Sharjah has implemented various initiatives to ensure that tourism growth aligns with environmental preservation and community well-being. From eco-tourism projects such as the Kingfisher Retreat in Kalba to conservation efforts at the Wasit Wetland Centre, Sharjah is leading by example in promoting responsible tourism practices.
ATM provides an ideal platform for the SCTDA to share its success stories in sustainable tourism and inspire other destinations to adopt similar practices. By fostering dialogue and collaboration, the Emirate of Sharjah hopes to contribute to a responsible and inclusive global tourism industry.
Strengthening global connections
Beyond showcasing its attractions, Sharjah’s participation at the ATM is about building relationships. The event brings together tourism professionals, investors, and decision-makers from across the world, offering a unique opportunity to explore partnerships and exchange ideas. For SCTDA, this means engaging with stakeholders who share its vision for sustainable and impactful tourism. The emirate’s location, combined with its world-class infrastructure and connectivity, makes it an attractive destination for leisure and business travellers. Through its presence at ATM, SCTDA aims to strengthen Sharjah’s reputation as a hub for culture, nature, and innovation.
Looking ahead
As the global tourism industry continues to recover and evolve in the wake of recent challenges, Sharjah remains steadfast in its commitment to growth and resilience. The emirate’s forward-thinking approach, coupled with its deep respect for heritage and sustainability, positions it as a model destination for the future. In addition to its participation at ATM, SCTDA is working on initiatives to enhance the overall visitor experience in the Emirate of Sharjah. These efforts are part of a broader strategy to ensure that Sharjah remains competitive in an increasingly dynamic international market.
