Sharjah, one of the seven emirates in the UAE, is located less than an hour away from Dubai. Unlike its neighboring emirates, Sharjah is focused on becoming the national center of cultural tourism rather than building mega-structures. Khawla Al Hashimi, Chief Projects Officer of the Sharjah Investment and Development Authority (Shurooq), mentioned that their goal is to be “invisible” in their development projects, prioritizing genuine experiences over flashy attractions. As a government entity, Shurooq has access to prime land in Sharjah on which they are creating hospitality projects such as the Moon Retreat camp and protected nature reserves. They emphasize holistic sustainability practices in all of their developments to enhance sensitive areas within the emirate.
Sharjah has seen growth in its tourism market this year, with just over a million hotel guests through August. The top source market for Sharjah was Russia, contributing 21% of all hotel guests, followed by the UAE, India, and Oman. Despite its smaller tourism market compared to Dubai, Sharjah is making efforts to attract tourists through its cultural offerings and eco-friendly projects. The emirate is known for its conservative values, being the only one to still outlaw alcohol, in contrast to the more Westernized development in the rest of the country. Sharjah’s leaders are focused on preserving its historic structures and narrow alleys through projects like the “Heart of Sharjah” initiative.
Dubai, known for its modern skyscrapers and luxury hotels, is also shifting its focus towards cultural tourism and authenticity. Issam Kazim, CEO of Dubai Tourism, mentioned at a recent event that the city will rely less on famous landmarks and celebrity campaigns in favor of a more authentic tourism experience. Initially, Dubai attracted tourists with landmark projects and high-end luxury offerings, but now they are looking to provide a more genuine experience for visitors. The contrast between Sharjah’s focus on cultural tourism and Dubai’s shift towards authenticity shows a wide range of offerings in the UAE for tourists to choose from.
Sharjah’s efforts to create invisible yet impactful hospitality projects, such as the Moon Retreat camp, highlight its commitment to sustainable development and authentic experiences for visitors. While Dubai has been known for its flashy attractions and luxury offerings, the emirate is now shifting towards cultural tourism to provide a more genuine experience for tourists. With the preservation of historic structures and a focus on eco-friendly initiatives, Sharjah is carving out its niche as a cultural hub in the UAE. Despite its smaller tourism market compared to Dubai, Sharjah has seen growth in visitor numbers and continues to attract tourists seeking a unique and authentic experience in the region.
