The Sharjah Commerce and Tourism Development Authority (SCTDA) held a press conference at the Emirate of Sharjah Pavilion during World Travel Market (WTM) London 2026, taking place from 3 to 5 November at ExCeL London. Attended by UK and European media, the conference brought together government and private-sector entities involved in developing the emirate’s tourism sector to present the latest updates, development projects, and destinations, and to highlight the variety of experiences Sharjah offers visitors from around the world.
The press conference formed part of Sharjah’s participation in WTM London under the Emirate of Sharjah Pavilion, “Visit Sharjah”, which brings together a select group of government and private-sector entities. The participation supports wider efforts to strengthen the emirate’s presence in global tourism markets and to expand cooperation with international partners, particularly in Europe, led by the UK.
Speakers at the conference were His Excellency Khalid Jasim Al Midfa, Chairman of SCTDA; His Excellency Ali Salim Al Midfa, Chairman of Sharjah Airport Authority; His Excellency Ahmed Obaid Al Qaseer, Chief Executive Officer of the Sharjah Investment and Development Authority (Shurooq); H.E. Dr. Mohammed bin Butti Al Hajri, Vice Chairman of the Board of Directors of Sharjah Classic Cars Club; Amit Arora, Chief Operating Officer of ARADA; Shamma Musabeh Alktebi, Manager of Communications at Sharjah Museums Authority; Dany Dagher, General Manager of Sheraton Sharjah Beach Resort & Spa; and Ian Phillips, Chief Executive Officer of Sharjah National Hotels Group. They outlined their entities’ work to develop the emirate’s tourism offering, upgrade infrastructure and services, and enrich cultural and leisure experiences, strengthening Sharjah’s competitiveness as a well-rounded tourism destination.
During the exhibition, the Sharjah Pavilion welcomed visits from prominent figures, including His Excellency Abdulla bin Touq Al Marri, Minister of Economy and Tourism of the United Arab Emirates; His Excellency Mansoor Abdullah Khalfan Juma Abulhoul, Ambassador of the United Arab Emirates to the United Kingdom; and His Excellency Franco Cuccureddu, Regional Councillor for Tourism, Handicrafts and Commerce of Sardinia, Italy.
An integrated tourism vision and a stronger global presence
SCTDA presented its work to promote the emirate’s diverse tourism offering, which brings together cultural heritage, nature, family experiences, eco-tourism, and adventure, alongside hospitality and accommodation options spanning Sharjah city, the Central Region, and the East Coast, catering to a wide range of visitors.
The conference underlined the importance of collaboration between government entities and private-sector partners in building a connected tourism ecosystem that combines easy access, a diverse tourism offering, and high-quality services and experiences, in line with the emirate’s vision for sustainable tourism growth and a stronger position on the global tourism map.
H.E. Khalid Jasim Al Midfa stressed the importance of taking part in specialised international exhibitions as strategic platforms for engaging with key tourism markets, developing partnerships with travel agencies and tour operators, and showcasing the developments and projects that are enhancing the emirate’s appeal, enriching Sharjah’s tourism sector, and supporting its sustainability.
Airport expansion and stronger air connectivity
H.E. Ali Salim Al Midfa reviewed the latest developments at Sharjah International Airport, led by its expansion project, one of the strategic projects supporting the growth of aviation and tourism in the emirate. The expansion aims to increase the airport’s capacity and keep pace with growing passenger traffic.
He also outlined the airport’s work to develop its facilities and services, use advanced digital solutions to enhance the passenger experience, and strengthen air links with international markets as its network of global destinations continues to grow.
Projects and destinations that enrich the visitor experience
Turning to destination development, H.E. Ahmed Obaid Al Qaseer outlined the role of Shurooq in developing projects and destinations that diversify the emirate’s tourism offering, combining tourism investment with the preservation of its cultural and natural identity, and delivering integrated experiences across hospitality, leisure, eco-tourism, and culture.
This part of the conference also addressed the importance of developing destinations that go beyond conventional facilities and services, offering experiences that reflect the character of each area and allow visitors to discover the emirate’s diversity, whether in urban, coastal, mountain, or desert settings.
A tourism experience for classic car enthusiasts
H.E. Dr Mohammed bin Buti Al Hajri highlighted the distinctive experiences Sharjah Old Cars Club offers visitors and the growing interest it attracts from vintage and classic car enthusiasts. He noted the club’s commitment to developing its experiences and activities, giving visitors the chance to explore its diverse collection and learn about the history of the cars and how the industry has evolved over the decades. He also stressed the role of these experiences in attracting a wide range of visitors and enthusiasts, and in strengthening Sharjah’s position as a destination offering unique experiences that combine knowledge and entertainment.
Museums and cultural experiences at the heart of Sharjah’s appeal
On the cultural front, Shamma Musabbeh Al Ketbi highlighted the role of Sharjah Museums Authority in enriching the emirate’s tourism and cultural landscape through its collections, exhibitions, and learning and interactive programmes, which reflect the depth of the emirate’s history and the diversity of its cultural and artistic heritage.
The Authority also presented its new corporate identity, launched to mark its 20th anniversary. The identity reflects its journey in preserving cultural heritage and promoting knowledge, as well as its ambitions to develop museum experiences and strengthen Sharjah’s position as a leading cultural destination.
Sharjah’s museums offer a wide range of experiences, spanning history, art, science, and heritage, alongside exhibitions, educational programmes, and interactive activities for all ages, strengthening the emirate’s appeal for cultural and educational tourism and enriching the visitor experience year-round.
Diverse hospitality and tourism experiences boost Sharjah’s appeal
Amit Arora highlighted the role of integrated developments, led by Aljada, in enriching the visitor experience through a variety of accommodation, hospitality, and leisure facilities, alongside dining and café experiences. Dany Dagher and Ian Philips underlined the importance of the hotel sector and the range of places to stay across the emirate, from city-centre hotels and beach resorts to distinctive stays in the desert and the mountains, meeting the expectations of different visitor segments and strengthening Sharjah’s position as a well-rounded tourism destination.
Pavilion partners showcase tourism packages and experiences
At the “Visit Sharjah” pavilion, participating government and private-sector partners presented a range of tourism offers and experiences to tour operators, travel agents, and international partners. Hotels showcased accommodation options ranging from waterfront properties and the city centre to stays in the heart of nature, while travel and tourism companies presented packages combining stays with cultural, heritage, and leisure tours, nature trips, and adventure experiences across the emirate.
Participating government entities also highlighted distinctive experiences, from nature reserves and eco-tourism to marine sports, heritage landmarks, and new urban developments, reflecting an integrated travel and tourism ecosystem that spans aviation and travel, accommodation, and experiences.
International partnerships and new horizons for tourism growth
The press conference reflected the joined-up efforts of the entities driving Sharjah’s tourism sector, from infrastructure and air connectivity to project and destination development, and the cultural, heritage, eco-tourism, leisure, and adventure experiences that define the diversity of the emirate’s tourism offering.
Sharjah’s participation at WTM London also underlines the importance of European markets, including the UK, as key markets the emirate is targeting to grow visitor numbers and expand cooperation with travel and tourism partners.
Through the “Visit Sharjah” pavilion, the emirate continues to present a complete picture of its tourism offering, using digital technology and interactive experiences to showcase its destinations, projects, and hospitality options, and to reinforce its position as a destination that combines cultural authenticity, natural diversity, and continuous improvement in tourism services and experiences.
