Sharjah calls on Europe to see ‘new’ eastern coast

As many as 19 participants from the government and private sector of Sharjah participated at ITB Berlin, showcasing new developments taking place in the region. Sharjah’s rich culture and heritage has been attracting European travellers to the emirate for years.

Dr Shehara Fernando

This year Sharjah brought in some of the key elements at ITB Berlin, highlighting them on the map. The pristine beaches of Sharjah have been an inherent decider for the travellers from the European destinations to holiday in one of the most intriguing places in the world.

With the development of Sharjah’s eastern coast, they have just multiplied their reach to attract more visitors from these destinations which crave for adventure as well as rich heritage. Sharjah’s eastern coast captivates visitors with its timeless charm, drawing thousands each year to its breathtaking landscapes and immersive experiences. Picture luxurious resorts nestled amid the towering mountains of Kalba, ancient rock formations echoing tales of civilizations over 2,000 years old, and serene lakes offering peaceful retreats. One can step into history as you explore centuries-old forts that reveal the stories of the land and its people. Venture into nature reserves teeming with biodiversity, where adventure and tranquillity coexist. Whether seeking exploration or relaxation, Sharjah’s eastern coast promises an unforgettable journey through its captivating beauty.

His Excellency Khalid Jassim Al Midfa, Chairman, Sharjah Commerce and Tourism Development Authority, shared onsite, “This is our 25th participation at the ITB, which is the biggest international travel and tourism exhibition, here in Berlin. This year we had 19 participants from both the government and the private sector, and we always showcase and highlight the main new developments that we have in Sharjah and in different cities in Sharjah, from the main city of Sharjah to the east coast of Sharjah from Khorfakkan, Kalba and the central region of Al Dhaid and the surrounding areas.

“So, we focus on the new experiences, new developments and we are also showcasing the new projects that will take place in the near future like the airport expansion programme, the new hotels, the new hospitality products that we have the new experiences we have in the destination, such as eco-tourism, adventure tourism, leisure, cultural tourism, exhibitions and so on. This is really important for us, as here we have decision makers from all around the world to see the opportunities that we have in terms of potential growth and collaboration with the private sector in this part of the world. We are always keen to participate at ITB to showcase the destination.”