The Sharjah Investment and Development Authority (Shurooq) has appointed Minor Hotels to manage and operate Sharjah Collection, its portfolio of seven nature-led and heritage-inspired hospitality properties across the emirate. The partnership aims to strengthen Sharjah’s international tourism appeal while preserving the unique identity of the boutique collection.
The agreement was signed in Sharjah in the presence of Her Highness Sheikha Bodour bint Sultan Al Qasimi, Chairperson, Shurooq; His Excellency Ahmed Obaid Al Qaseer, CEO, Shurooq; William Heinecke, Founder and Chairman, Minor International; and Amir Golbarg, Chief Operating Officer, Minor Hotels Middle East & Africa.
Under the agreement, Minor Hotels will oversee the management and operations of Sharjah Collection, leveraging its global hospitality expertise, commercial capabilities and international distribution network. Following planned investment and enhancement works, the seven properties will become part of Minor Hotels’ upper-upscale and luxury portfolio.
The collection comprises Al Badayer Retreat, Al Faya Retreat, Kingfisher Retreat, Moon Retreat, Najd Al Meqsar, Al Rayaheen Retreat and Nomad, offering experiences across Sharjah’s desert, mountain, coastal and heritage landscapes with a focus on sustainability and authentic tourism.
Her Highness Sheikha Bodour bint Sultan Al Qasimi, Chairperson, Shurooq, said: “Sharjah Collection was created from our belief that hospitality can be a powerful expression of place. Our partnership with Minor Hotels marks an important step in expanding the collection’s international reach while preserving the authenticity and values that define it. Together, we look forward to welcoming more visitors to experience Sharjah through its culture, heritage and landscapes.”
His Excellency Ahmed Obaid Al Qaseer, CEO, Shurooq, said: “This partnership marks an important step in strengthening the operational performance and international reach of Sharjah Collection. Minor Hotels brings proven hospitality expertise, global systems and international distribution capabilities, allowing us to further enhance the guest experience while continuing to focus on developing destinations that create long-term value for Sharjah’s tourism sector.”
William Heinecke, Founder and Chairman, Minor International, said: “Our partnership with Shurooq reflects our confidence in the long-term potential of the UAE and our commitment to growing our presence in exceptional destinations across the Middle East. Sharjah has created a distinctive tourism offering that blends culture, nature and heritage in a highly authentic way, and we are proud to support its continued evolution while introducing these remarkable experiences to more travellers from around the world.”
Amir Golbarg, Chief Operating Officer, Minor Hotels Middle East & Africa, added: “Sharjah Collection is unlike any other hospitality portfolio in the region, with each retreat offering a unique connection to its surroundings and local heritage. Building on Shurooq’s vision, we look forward to enhancing the guest experience through our operational expertise, commercial strength and international distribution network, while carefully preserving the individual character that defines each property.”
The partnership forms part of Shurooq’s strategy to enhance Sharjah’s tourism sector by attracting new international visitor segments and reinforcing the emirate’s position as a destination for sustainable and experience-led tourism.
Rahul Bhadana is a digital editor at TravTalk Middle East with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
