ITB Berlin News 2020 #2

I REGION I AFRICA & MIDDLE EAST I
I REGION I AFRICA & MIDDLE EAST I
Towards “Sharjah Vision 2021”
Al Noor Island - Butterfly paradise
The Emirate aims for increased sustainability in its tourism destinations
Ahmed Al Qaseer
COO, Sharjah Investment
and Development Authority
(Shurooq)
SHUROOQ’S
URBAN
REGENERATION
PROJECTS
ARE STRIKING
A BALANCE
BETWEEN THE
TRADITIONAL
AND THE
MODERN.
From luxury retreats to refurbished
historical buildings, Sharjah Investment
and Development Authority (Shurooq)
is developing a range of sustainable
tourism projects in the UAE. We asked
Ahmed Al Qaseer, Shurooq's COO to
tell us more about hosw tourism is
developing in the Emirate.
Tourism investment in Sharjah is growing,
especially in the cultural and eco-tourism sectors.
With its focus on responsible tourism, Shurooq
has entered the market with a diversified portfolio
of tourism and leisure projects that demonstrate
the potential of ecotourism to protect natural and
cultural heritage.
These projects are in line with our mission
to contribute to the “Sharjah Vision 2021”,
launched by the Sharjah Commerce and Tourism
Development Authority (SCTDA), to attract 10
million tourists to Sharjah by 2021.
Shurooq deeply understands the value of cultural
tourism. By remaining faithful to the emirate’s
traditional historical identity, Shurooq’s urban
regeneration projects are striking
a balance between the traditional
and the modern.
Historical blueprints are driving
changes in its Heart of Sharjah
project; in Mleiha archaeological
heritage and eco-tourism potential
combine to give Al Faya Retreat
a distinctive edge. Principles of
conservation and sustainability
are clearly the cultural catalysts
underpinning these projects.
We are committed to developing
world-class tourist projects by
improving investment opportunities
with the aim of achieving social,
cultural, environmental and
economic development. This
includes revitalising destinations
by offering a variety of activities, facilities and
services for visitors and the local community, as
well as developing and protecting the culture of
the emirate to create strong foundations for future
growth.
What are your key offerings?
Through its world-class
offerings under the “Sharjah
Collection” brand, Shurooq is
at the forefront of eco-tourism
in the region.
At Al Kalba, where the
Kingfisher Retreat is located,
Shurooq in collaboration
with the Environment and
Protected Areas Authority in
Sharjah has created education
centers to offer environmental
awareness programs and
to explore ways to preserve
the natural environment so
that future generations can
continue to enjoy one of the
oldest mangroves in the Middle
East.
Al Faya Retreat, a luxury
property, has been developed
using materials that drive home
the ethos of sustainability.
Al Badayer Retreat, set in the
heart of a tranquil desert, has
been widely commended for
delivering a true experience
of Arabian heritage and
hospitality.
The heart of Sharjah is
an historical and cultural
hospitality destination that
offers visitors the opportunity
to stay in an area that tells the
original story of the Emirate
of Sharjah through the narrow
alleyways and restored
buildings.
Nestled in this historical
district is Al Bait Sharjah, also
developed by Shurooq, that
is raising the bar for luxury
hotel accommodation. A 53-
room Emirati luxury resort, it
is the UAE’s first 5-star luxury
hotel built and developed on
a restored early 19th-century
heritage site.
WITH THE
EMIRATE'S
CONTINUOUS
DEVELOPMENT,
IT IS VITAL
TO PRESERVE
OUR HERITAGE
FOR FUTURE
GENERATIONS.
Sustainability is at the heart
of your offering. Why is it
important?
With the emirate's continuous
development, it is vital to
preserve our heritage for future
generations. We have to find
the right balance between
promoting the social and
economic development of
Sharjah and maintaining our
rich heritage and protecting our
natural resources.
As responsible travel gathers
momentum, and we see a
greater appreciation of the
natural world, both travellers
and the tourism industry are
becoming more conscious of
their carbon footprint. In 2020,
we will continue to see the rise
of the eco-conscious traveller
who prefers off-the-beatentrack
experiences to the usual
tourist hotspots to reconnect
with nature
ARCHAEOLOGY MEETS
ECO-TOURISM
For thrill seekers and natural history
buffs, Shurooq is developing the
Mleiha Archaeological and Ecotourism
project to offer diverse
adventure options and educational
programs. Surrounded by towering
sand dunes and the red-hued, ironrich
Hajar Mountains, the magic
of camping under the stars and
stargazing in the dunes awaits guests
at this archaeological and cultural
MINDFUL TRAVEL
According to Ahmed Al Qaseer,
Shurooq's COO, slow travel and mindful
tourism are upcoming trends for the
luxury traveler. He says that guests are
immersing themselves in the beauty
and splendour of their handpicked
hospitality destination, while looking
for meaningful connections that enrich
their lives. They are said to prefer to
travel in new and unexpected ways.
heritage site. According to Ahmed
Al Qaseer, Shurooq's COO, ethical
and sustainable accommodation,
be it luxurious, boutique-style
or "glamping", are the preferred
choices of the eco-traveller. With
visitors becoming more conscious of
vacationing responsibly, sustainability
and green credentials feature highly in
their choice of stay
Paddle boarding in Sharjah
Al Qaseer also says that travellers are
eschewing the traditional all-inclusive
holiday resort to travel to destinations
renowned for their natural beauty. This
trend toward eco-tourism supports
the preservation of these natural
environments as governments adopt
sustainable conservation practices
that care for and respect nature
42 • ITB BERLIN NEWS • THURSDAY 12 TH MARCH 2020 www.itb-berlin-news.com
ITB BERLIN NEWS • THURSDAY 12 TH MARCH 2020 • 43