Shurooq, the Sharjah Investment and Development Authority, participated in the ITB Berlin event from March 5-7 for the 15th time. Over 90,000 people worldwide attended the event, and Shurooq showcased its pioneering approach to hospitality and commitment to sustainable tourism. Shurooq highlighted its diverse portfolio of hospitality and projects, building on its legacy of developing cultural and eco-friendly tourism. The participation aimed to reinforce its position as a leader in the global travel industry.
As part of a delegation from the Sharjah Government, Shurooq had a unique stand designed to showcase Shurooq EssSense to the world. Visitors to Shurooq’s stand were taken on a sensory journey through a collection of the entity’s main hospitality projects and destinations. These include "The Mleiha Archaeological Centre," "Al Noor Island," "Kingfisher Retreat," and "The Chedi Al Bait, Sharjah." The stand also showcased other unique projects such as "LUX* Al Jabal Resort," "LUX* AL Bridi," and Sharjah Collection, which includes "Al Badayer Retreat," "Al Faya Retreat," "Moon Retreat," "NOMAD," and "Najd Al Meqsar."
During the event, Shurooq highlighted its transformative strategies and responsible tourism initiatives. The CEO of Shurooq, H.E. Ahmed Obaid Al Qaseer, commented that the event provided a strategic platform for them to showcase their ambitious projects and promote Sharjah as a leading tourist destination. He further added that Shurooq highlighted Sharjah’s cultural, historical, and natural treasures and fostered sustainable tourism and recreational practices that benefit visitors and the local community.
The ITB Berlin event had 12 tracks across four stages. Shurooq utilised this platform to interact with industry stakeholders and present the transformative potential of its projects. It aims to promote sustainable growth in the global travel industry by preserving Sharjah's cultural heritage and natural beauty through strategic partnerships and investment opportunities.