Shurooq further expands its offerings

With the emirate of Sharjah introducing new attractions, destinations, leisure sites, and hotels as part of its development plans, Shurooq has been instrumental in the emirate’s transformation. Ahmed Obaid Al Qaseer, CEO, Shurooq, shares about their contribution to the development of Sharjah and more in a conversation with TRAVTALK.

Could you share an update of 2022 and how it was for Shurooq?

2022 was an incredible year for Shurooq and has set the pace for an even more successful year in 2023. We showed an impressive recovery as the world surfaced from the pandemic, and have been successful in welcoming a large number of visitors, thanks to Sharjah’s reputation as a safe destination with an abundance of attractions, strong infrastructure, and logistics capabilities. Shurooq has proved that through our careful planning and sustainable investment strategies we can continue to strengthen our emirate’s position in a number of key industries.

Shurooq’s work in the transformation of Sharjah has been instrumental in promoting various forms of sustainable development, particularly in sectors such as ecotourism, hospitality, sports and adventure tourism. The organisation has made significant investments in conservation and preservation of the natural environment, as well as in the development of infrastructure to support these industries. Additionally, Shurooq has played a key role in attracting investment and promoting development in the hospitality industry by identifying and developing new hotel, resort and accommodation projects. These efforts have not only helped to attract more visitors to the emirate, but also helped to promote a more sustainable future for Sharjah and its residents.

Sharjah saw a major increase in guests last year and this was evident early in the year with a 4 per cent increase in the second quarter of 2022 alone, compared to the same period in 2021. Many developments and investment opportunities were completed in 2022, including the Kalba Waterfront, Sharjah Sustainable City and the Adventure project in Khorfakkan, which brings together entertainment, sports, leisure, and adventure, all at one destination, appealing to a great number of interests from around the globe.

We also announced a number of new projects in the works that will further add to the attractive offerings of Sharjah and promote business in the emirate. These include the Kalba Beach project, which will enhance the emirate’s eastern region into becoming a leading hub of tourism and investment, and a large-scale development project in the eastern enclave of Khorfakkan, which will include a 5-star hotel, the first waterpark in the Eastern region, and more than 200 residential units. The hotel, which will be operated by Marriott International and will have 75 deluxe units, pools, restaurants, and a ballroom, is scheduled for completion in 2024.

Another exciting development that opened in December 2022 was the Al Heera Beach project, which includes retail units, restaurants and cafes, a promenade, and sports facilities. The first stage is already proving to be an attractive destination for visitors and investors, and we are excited to complete the project by the end of the first quarter this year. Shurooq’s participation in the World Travel Market in November was also highly successful and reinforced our mission to promote sustainable tourism and investment in Sharjah.

What are the key luxury hotel projects to be completed this year? Could you share some details about them?

We have two major projects that are managed by Singapore’s LUX Collective and will provide guests with world-class hospitality in a truly unique setting. The LUX* Al Jabal resort is located in the picturesque Mountain/ Sea landscape of Khorfakkan, on the coast of Sharjah. It offers Cabins, Clubhouse & Restaurant, Gym & Spa, Reception, all connected by pedestrian routes, in a prime beach-facing hillside setting created by a hidden Heart Beach between two peaks.

Another project we are proud of is the Serai Wing, Bait Khalid Bin Ibrahim, it’s the conversion of a pearl merchant’s 19th century family home, into a luxurious 12-key boutique hotel in the Heart of Sharjah district. This endeavour also aims to raise Sharjah’s profile as a top destination for heritage-inspired travel in the region.

Other noteworthy projects that will be completed soon are the extensions on the Mysk Al Badayer Retreat, located in the picturesque desert of Central Sharjah, surrounded by endless striking dunes. Another addition to Shurooq’s ‘Sharjah Collection’ brand is the extension of the Mysk Kingfisher Retreat, which offers an opportunity to explore a unique world of conservation in one of the UAE’s most diverse ecosystems, Kalba, and will be completed soon.

Many new areas are being promoted in Sharjah, which will be the main focus areas for the next five years?

Sharjah is home to a myriad of pristine locations that offer a prime destination for tourists and investors alike, Shurooq aims to increase the activity and prosperity of the entire emirate, our main focus is to provide tailored investments and developments to various regions of Sharjah, in accordance with the guidance of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, Supreme Council Member and Ruler of Sharjah. This covers a diverse range of projects.

Looking at the type of travellers, which source markets are you looking at this year?

In add ition to our focus on hospitality, we are excited to promote our existing and upcoming ecotourism, sporting and adventure destinations, adding to our existing portfolio of luxury and leisure.

Which will be the key international exhibitions that you will participate in?

The Arabian Travel Market, WTM and ITB Berlin are some of the key events we will be participating in this year.