Shurooq to exhibit its sustainable, ecotourism drive at WTM London

Inayat-ur-Rahman

Pushing its sustainable leisure and ecotourism agenda forward, the Sharjah Investment and Development Authority (Shurooq) will showcase a selection of its eight luxurious boutique-style projects and eco-destinations, and share latest updates on Sharjah’s booming tourism sector at the World Travel Market 2019, to be held from November 4 – 6, in London, UK.

According to the Sharjah Commerce and Tourism Development Authority (SCTDA), 1.7 million tourists spent Dhs633 million in Sharjah in 2018, and Shurooq’s world-class destinations like the ones that have been developed under their ‘Sharjah Collection’ brand has played an enormous role in attracting a new wave of tourists to Sharjah in search of nature-inspired, authentic Arabian experiences in the Middle East.

Once again, the ‘Sharjah Collection’ brand, operated and managed by Mysk by Shaza, will be one of Shurooq’s key highlights for WTM 2019 visitors and industry experts visiting the Sharjah Pavilion led by Sharjah Commerce and Tourism Development Authority (SCTDA). All three destinations under the brand are now fully operational, and WTM London is an opportunity for global travel buyers and hospitality professionals to take a closer look into each one’s unique offerings.

The boutique hotels and eco-retreats promoted under the ‘Sharjah Collection’ brand includes Kingfisher Lodge, a 5-star nature retreat and fully-equipped tented lodge that opens out to the pristine mangrove ecosystem at Al Qurm Nature Reserve in Kalba; Al Faya Lodge, a luxury stay built using sustainable and robust materials and set amidst the dramatic desert landscape of Mleiha; and Al Badayer Oasis, a castle-style desert resort featuring luxurious rooms and traditional tents overlooking the sweeping sand dunes of central Sharjah.

Through these three projects, Shurooq seeks to showcase its vision for developing ecotourism projects that are inspired by the country’s rich historic and cultural heritage and designed in a contemporary, stylish setting.

Shurooq redefining UAE’s leisure landscape by converging art, culture, heritage.

Investors and the WTM 2019 audience will also be introduced to other unique offerings from Shurooq such as Al Noor Island, a destination where nature, art and culture converge; Mleiha Archaeological and Eco-Tourism Project featuring high-end services, luxury and heritage in a UNESCO-nominated heritage site; the Heart of Sharjah, where visitors can experience the archaeological and historical heritage of the emirate; Al Bait Hotel, the first five-star heritage hotel in the historic area of Heart of Sharjah by GHM hotels, which has been built on the foundations of five traditional Emirati homes; and Al Montazah Parks, a leading family entertainment and adventure destination in Sharjah.

Ahmed Obaid Al Qaseer, Chief Operating Officer, Shurooq, said: “Through the diversified portfolio of tourism and leisure projects we are showcasing at WTM 2019 in London, Shurooq aims to highlight its emphasis on sustainable tourism development, promote responsible tourism, and underscore the potential of ecotourism in conservation of natural and cultural heritage.”

“The growth rate of tourism investment in Sharjah is on the rise, especially in cultural and ecotourism sectors,” he added. “By focusing on sustainable tourism projects, we are doubling our efforts to attract more international investors and global brands to be our partners in delivering the services we offer at all our destinations. Our participation in WTM 2019 is also a unique opportunity for us to provide tourists and visitors at the event our unique packages and offerings across our tourism destinations, supporting the efforts of SCTDA to host 10 million tourists by 2021.”

World Travel Market, London is a leading global travel and tourism event which provides tourism professionals with an opportunity to identify more than 5,000 destinations and brands worldwide. It brings together international speakers, businessmen and industry leaders from all sectors, including well-being, sports travel, technology, and others. In recent years, the trend in Foreign Direct Investment (FDI) flow to developing countries in Asia and Africa have continued to increase (World Investment Report 2019, UNCTAD). Future growth in FDIs continue to favour emerging markets.

While experts see the flow of investments from developed economies to emerging markets as a normal trend, they predict that it will not impact the growth rate of the host countries.

The World Bank, International Monetary Fund and the UN are in agreement with reports issued by the Davos World Economic Forum that the global economy has been facing a mix of long-standing and emerging vulnerabilities since the global crisis in 2008. Limited intervention policies in the wake of a new crisis; disruptions by intensifying automation and digitalisation; and a build-up of protectionist pressures against a backdrop of rising nationalist and populist politics, all foretell an uncertain future.