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Shurooq’s intuitive & future-forward strategies receive global admiration at ITB Berlin 2023

Shurooq’s intuitive & future-forward strategies receive global admiration at ITB Berlin 2023

The Sharjah Investment and Development Authority is showcasing its expanding project portfolio which is helping raise Sharjah’s profile as a hub for business & travel

Shurooq’s intuitive & future-forward strategies receive global admiration at ITB Berlin 2023 1

Berlin, Germany, March 10, 2023

Sharjah Investment and Development Authority (Shurooq)’s 14-year journey of working with local and global partners to shape intuitively crafted projects that bring out the emirate’s inherent abilities, is receiving global admiration at ITB Berlin 2023 – one of the world’s largest B2B travel and tourism trade fair, whose 56th edition is being held from March 7 – 9, at Messe, Berlin. 

Alongside showcasing its diverse portfolio of state-of-the-art developments across  heritage and luxury hospitality, eco-tourism, arts & culture, leisure, and others, Shurooq leveraged  ITB Berlin’s international platform to network with global industry professionals and look into future collaboration prospects.

Participating under the umbrella of the Sharjah Commerce and Tourism Development Authority (SCTDA), Shurooq’s 14th participation at ITB Berlin 2023 captured the imaginations of thousands of exhibitors from over 150 countries, business leaders, industry experts, and travel community professionals who received first-hand insights into the authority’s diverse and rapidly expanding portfolio of multiple projects across sectors of hospitality, arts and cutlure.

Shurooq’s ITB Berlin showcase: Inspired by tradition and powered by innovation

Shurooq participated in the global event after two years and had a vibrant itinerary planned to showcase the beauty and limitless potential of Sharjah, as well as emerging opportunities in a diversity of sectors, particularly in travel and destinations development.

The authority showcased its world-class developments like the Sharjah Collection by Mysk by Shaza – a group of distinctive boutique hotels and eco-retreats managed by Shaza Hotels – which comprises the Mysk Kingfisher Retreat in Kalba – an ecotourism destination that protects and celebrates the mangroves and surrounding natural reserves it is nestled in; the Mysk Al Faya Retreat – a five-key ultra-modern retreat build on the foundations of the UAE’s infrastructure as it was in the 60s; the Mysk Moon Retreat – an enchanting desert glamping escape set against the breathtaking expanse of the pre-historic Mleiha Fossil Rock site; the Mysk Al Badayer Retreat – picturesque desert resort amidst the sweeping dunes of central Sharjah

In addition to the Sharjah Collection by Mysk By Shaza, Shurooq exhibited projects like the Mleiha Archeological and Ecotourism Project – a sustainable development at the 130,000-year-old UNESCO Heritage site of Mleiha, which offers curated educational and adventure experiences to offer visitors an understanding how early humans lived in Mleiha; The Chedi Al Bait, Sharjah – a luxury 53-key hotel located in the Heart of Sharjah that captures the essence of Emirati hospitality and culture; and The Serai Wing – Bait Khalid bin Ibrahim – a pearl merchant’s 20th century family home transformed into a 12-key wing of The Chedi Al Bait hotel in the historic Heart of Sharjah District.

Part of the authority’s ITB Berlin 2023 showcase was Al Noor Island – a manmade sanctuary in Sharjah’s “Khalid Lagoon” that captures the free spirit of nature, and celebrates the beauty of nature, art, and design.

By showcasing these projects, Shurooq turned global attention towards its latest and upcoming developments across different regions of the emirate, particularly in the ecotourism and hospitality sectors, and also highlighted the successful strategies the authority continues to implement to build on Sharjah’s profile as a hub of investments in the travel and tourism sector.

‘Sharjah’s growth trajectory in the sectors of travel and tourism has been phenomenal’

His Excellency, Ahmed Obaid Al Qaseer, CEO of Shurooq, noted: “We returned to this key industry event to reconnect with our partners and colleagues in Germany and wider Europe. Sharjah’s travel and tourism sectors had experienced phenomenal growth over the past few years, and Europe has always been one of our key markets for both B2B and B2C endeavours. Our goal was to shine a spotlight on all the new and exciting developments in Sharjah under Shurooq, which were reinforcing the emirate’s position as a global hub to live, work, and invest in.”

“We are dedicated to showcasing the beauty and attractions of Sharjah, and fostering relationships with tour operators and other businesses at ITB Berlin. Our presence demonstrates our emphasis on promoting travel and trade opportunities within the emirate.” H.E added.


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Shurooq’s intuitive & future-forward strategies receive global admiration at ITB
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