A series of investments in the ecotourism and heritage segments are beginning to yield results in Sharjah’s expanding family tourism industry.
In April the Sharjah Commerce and Tourism Development Authority (SCTDA) launched a campaign entitled “Sharjah My Family Destination” in cooperation with the Sharjah Investment and Development Authority (Shurooq) and other sector stakeholders.
The initiative’s focus is in line with Sharjah Tourism Vision 2021 – which aims to attract 10m tourists by 2021 – with the rollout of a number of ecotourism, heritage and cultural projects set to attract families seeking an alternative to mall and entertainment-based tourism in the region.
Family tourism represents 12.5% of the global tourism market and is expected to expand by 4.8% annually, according to press reports, demonstrating the potential of this segment.
As part of the campaign launch, the SCTDA subsidised a 20.6% discount in Sharjah’s hotels for the duration of the summer. This move came at a time of healthy growth for the sector, with the total number of nights spent by tourists in Sharjah hotels increasing by 19% year-on-year (y-o-y) in the first half of this year to reach 62%, with some hotels reporting occupancy rates as high as 100%. Hotel revenues were also up 7% y-o-y in the first half of the year to Dh378m ($102m).
One notable strand of Sharjah’s tourism development strategy is a focus on eco-friendly, sustainable developments, with four – the Wasit Nature Reserve, the Al Hefaiyah Mountain Conservation Centre, Al Noor Island and the Mleiha Archaeological and Ecotourism Project – all welcoming their first visitors in the past year.
The Wasit Nature Reserve – launched last November – is a former wastewater and garbage site that was transformed into a wetland bird sanctuary. Home to 198 species, the reserve has become a site for bird migration, according to Hana Al Suwaidi, chairman of the Sharjah Environment and Protected Areas Authority.
At the Wasit Wetland Centre in the reserve, visitors can view more than 60 species of resident and migratory birds, and participate in educational activities.
Located on the outskirts of Kalba, the Al Hefaiyah Mountain Conservation Centre falls along similar lines, hosting some 30 species of animals over 12 sq km. The wildlife reserve, which opened in March, aims to preserve the biodiversity of the Al Hajar Mountains and provide a refuge for endangered animals, while offering visitors an educational experience.
Another project designed to attract family tourists is the Dh80m ($23m) Al Noor Island, which spans more than 45,000 sq metres and houses 500 butterflies. Having opened last December, the island welcomed 28,000 visitors in its first month.
To appeal to family tourists, Sharjah is also looking to boost its heritage segment, with Dh250m ($68m) expected to be invested in the Mleiha Archaeological and Ecotourism Project – one of the UAE’s most important archaeological sites – in the coming years.
The first phase of the multi-phase development was completed and launched in January, and includes a visitor centre as well as facilities for outdoor recreation activities. The second phase will comprise a 450-sq-km Mleiha National Desert Park to protect native species.
This emerging trend towards ecotourism and related projects builds on the emirate’s pre-existing core of cultural attractions, including the Souq al Arsa, the Sharjah Art Museum, the Sharjah Museum of Islamic Civilisation, Sharjah Science Museum and the Sharjah Archaeology Museum.
"Museums are especially important in this region, because the countries are very young and, as such, building an identity through telling the stories of their unique histories and cultures,” Manal Ataya, director-general of the Sharjah Museums Department, told OBG.
In addition to expanding its tourist offerings to attract families, Sharjah is also looking to diversify its visitor base to meet the goal of 20m tourists by 2021.
While the GCC remains Sharjah’s main source market for tourists, the SCTDA is looking to attract visitors from other countries, particularly China.
To this end, in April the SCTDA hosted UAE-based destination marketing companies at the China Tourism Forum in Sharjah, while in September Sharjah’s tourism industry was promoted at a road show and workshop in three Chinese cities.
In the first half of the year, the number of tourists from China increased by 73.2% over last year, reaching more than 53,000 of all incoming visitors and comprising 6% of total arrivals to the emirate, according to Khalid Jasim Al Midfa, chairman of the SCTDA.
“India and China are two countries that we have started to target more aggressively, as Russian numbers have begun to flag,” he told OBG. “As such, we are dedicating more resources to developing the market.”
Earlier this year, the SCTDA also announced plans to open offices in China, India, Russia, Germany and Saudi Arabia, according to press reports.
Oxford Business Group is now on Instagram. Follow us here for news and stunning imagery from the more than 30 markets we cover.
Stay updated on how some of the world’s most promising markets are being affected by the Covid-19 pandemic, and what actions governments and private businesses are taking to mitigate challenges and ensure their long-term growth story continues.
Register now and also receive a complimentary 2-month licence to the OBG Research Terminal.
Register Here×As part of plans to expand and diversify its global trade partners, the GCC has launched negotiations with the UK on a free trade agreement that is expected to bolster the bloc’s economy, help...
Un nouvel organisme gouvernemental chargé de la gestion du tourisme, qui devrait démarrer ses activités ce mois-ci, regroupera sous un même toit plusieurs activités du secteur touristique tunisien...
The Turkish Prime Minister Bulent Ecevit has spent the last week in the US hoping to garner support for economic reforms at home and trade concessions for Turkish exports to the US.
