Sharjah's nature-inspired projects shine at WTM 2024
Celebrating history, nature, and sustainability through unique eco-destinations
LONDON: The Sharjah Investment and Development Authority (Shurooq) has unveiled a series of innovative tourism projects at the World Travel Market (WTM) 2024, strengthening its commitment to sustainable tourism, environmental conservation, and cultural heritage
As part of the Sharjah pavilion, Shurooq, now in its 19th consecutive year of participation, joins over 320 exhibitors and 750 entities representing five continents, showcasing almost 4,000 tourism initiatives until November 7.
The Sharjah pavilion, led by the Sharjah Commerce and Tourism Development Authority (SCTDA), highlights Shurooq’s dedication to advancing eco-conscious tourism experiences that celebrate the emirate’s history and natural beauty.
Mleiha National Park
A central attraction at WTM 2024 is Shurooq’s Mleiha National Park, spanning 34 square kometres. Designed to protect and showcase Sharjah’s rich cultural heritage and natural landscapes, the park is divided into three zones: the Core Conservation Zone, prioritising wildlife protection; the Ecotourism Zones, which provide eco-stays, adventure activities, and educational initiatives; and the Hybrid Zone, which balances conservation and tourism.
Through luxury camping, guided tours, and adventure sports, visitors experience Sharjah’s ancient landscapes while engaging in responsible tourism.
Shurooq has also collaborated with Assouline Publishing to create Mleiha: Ancient Treasures of the UAE, a luxury coffee table book that traces Mleiha's history from early human settlements nearly 200,000 years ago to its role as a trade hub on the Arabian Peninsula.
'Sharjah Collection'
In line with its eco-luxury ethos, Shurooq presented Nomad, an innovative retreat featuring 20 luxury trailers set against Kalba’s pristine natural backdrop. Scheduled for completion by Q2 2025, this addition to the 'Sharjah Collection' is a testament to Shurooq’s goal of creating eco-conscious destinations.
Shurooq’s Moon Retreat, located in the Mleiha Desert, is another highlight at WTM. Offering private domes and tents, it combines luxury with environmental responsibility through renewable energy solutions and immersive stargazing programmes. This retreat allows guests to experience the desert’s tranquillity while learning about celestial formations.
Sustainable Tourism
Ahmed Obaid Al Qaseer, CEO of Shurooq, emphasised the importance of sustainable tourism in Sharjah’s development: “Sharjah has established itself as a leader in embedding sustainability at the heart of tourism development, prioritising responsible and conscious tourism across all its destinations. Our efforts have yielded tangible results, evidenced by a 15% rise in tourist numbers in 2023. This highlights the appeal of sustainable, culturally rich travel experiences. With the ecotourism market projected to reach USD 333 billion by 2027, sustainable tourism is emerging as a crucial driver of economic and social progress.”
Al Qaseer further added, “Shurooq’s participation at WTM 2024 is a reflection of our long-term strategy for sustainable tourism—not only as a response to global trends but as a vital investment in Sharjah’s future. Our approach is integral to conserving natural resources and celebrating cultural diversity. Presenting our projects to global tourism leaders here in London reinforces Shurooq’s position as a model for tourism initiatives that balance economic growth with the preservation of environmental and historical heritage.”
Exploring Najd Al Meqsar
Shurooq’s presentation also includes Najd Al Meqsar, a historical village in Khorfakkan. Restored to reflect its ancient architecture, the heritage village offers unique hospitality experiences.
Surrounded by mountains and valleys, guests can explore rock carvings over 2,000 years old and enjoy panoramic views of Wadi Shee, providing a blend of heritage with refined luxury.
Participating at WTM 2024
WTM attendees interested in learning more about Shurooq’s projects can visit the Sharjah pavilion, where representatives will be available to discuss Shurooq’s initiatives. This year’s participation highlights Shurooq’s continued investment in tourism that honours cultural heritage, environmental preservation, and sustainable growth, setting a benchmark in eco-conscious travel.