Sharjah showcases tourism attractions at WTM London

Staff Reporter, Gulf Today

The Sharjah Investment and Development Authority (Shurooq) has inaugurated its showcase at World Travel Market (WTM) London 2025, marking its 20th consecutive participation and unveiling an impressive lineup of destinations and hospitality projects that reflect a bold and balanced vision for the future of global tourism, with sustainability, wellbeing, and cultural preservation at its core.

Participating under the Sharjah Commerce and Tourism Development Authority (SCTDA) pavilion, Shurooq’s stand located at S9-220, is spotlighting its Sharjah Collection; a growing portfolio of 7 eco-retreats featuring over 150 units, along heritage-inspired luxury stays that form part of its wider hospitality portfolio valued at over Dhs920 million. These projects span mountains, deserts, mangroves, restored houses, and historic towns, offering travellers experiences rooted in authenticity, environmental awareness, and emotional connection.

The long-awaited Nomad, an eco-retreat of 20 luxury solar-powered trailers in Kalba, is set to open soon, marking a new era of slow travel and sustainable exploration. Alongside Nomad, Shurooq’s portfolio highlights Mleiha National Park, recently recognised as part of the UNESCO-listed Faya Palaeolandscape, reaffirming Sharjah’s leadership in archaeological, eco, and cultural tourism. The park combines 210,000 years of human history with outdoor adventure, research, and community-led environmental education.

Ahmed Obaid Al Qaseer, CEO of Shurooq, commented on the Authority’s showcase saying: “Shurooq’s presence at WTM London this year reflects a decisive step in Sharjah’s evolution as a global model for sustainable and wellness-driven tourism. The diversity of our projects, from heritage and eco-retreats to luxury desert and mountain destinations, tells a story of balance between economic growth, cultural preservation, and environmental responsibility. Each destination has been designed not only to welcome visitors but to inspire deeper connections with nature, history, and community”.

He added: “Our investments are guided by the vision of His Highness Sheikh Dr Sultan Bin Mohammed Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah, and the leadership of Sheikha Bodour Bint Sultan Al Qasimi, Chairperson of Shurooq, to ensure that tourism development in UAE and Sharjah serves both people and planet in harmony. With a hospitality portfolio exceeding $250 million, Shurooq continues to redefine what meaningful travel can be through thoughtful, authentic, and transformative experiences.”

Nomad: The new face of Slow Travel in Kalba.

Scheduled to open in December 2025, Nomad introduces a pioneering model for slow, off-grid travel in one of the UAE’s most biodiverse regions. Nomad featuring 20 solar-powered luxury trailers.

The destination offers almost 20 km of dedicated trails for exploration, including 7.44 km of new hiking trails, featuring a 5 km moderate route for all abilities and a steeper 2.44 km climb to one of Kalba’s peaks for adventurers. An additional 4.39 km of mountain-biking trails are designed to global sustainability and safety standards with careful consideration for local habitats.

Heritage brought to life in Khorfakkan: Both part of the Sharjah Collection, Najd Al Meqsar and Al Rayaheen Retreat celebrate Sharjah’s architectural and cultural legacy through carefully restored heritage sites in Khorfakkan.

Najd Al Meqsar offers a journey through history with its seven stone-built century-old houses overlooking Wadi Wishi, complemented by heritage trails and sweeping mountain views. Al Rayaheen Retreat features 19 traditional homes that were repurposed into boutique accommodations, and one historic residence transformed into a restaurant, and a reception area.

Where nature and wellness intertwine: Rounding out the Sharjah Collection are four distinct destinations designed around wellness, nature, and adventure. Moon Retreat and Al Faya Retreat offer serene desert experiences, from glamping beneath the stars to spa treatments inspired by natural minerals. Al Badayer Retreat brings the spirit of the desert alive through luxury Bedouin-style tents and dune activities, while Kingfisher Retreat in Kalba, accessible by private boat, offers tranquil beachfront stays amid preserved mangrove ecosystems.

Beyond the Sharjah Collection, Shurooq’s luxury portfolio continues to grow through strategic collaborations with world-renowned hospitality brands.

In the Heart of Sharjah restored district, “The Chedi Al Bait, Sharjah”, managed by GHM, stands as a five-star heritage hotel that merges historic homes and courtyards into a seamless luxury experience. Its exclusive “The Serai Wing, Bait Khalid Bin Ibrahim”, adds a layer of cultural depth; offering guests a direct connection to the emirate’s architectural and social heritage.

Along the coast and deep within the wilderness, Shurooq’s partnership with The LUX Collective enhances Sharjah’s global allure. LUX Khorfakkan features 45 bespoke units crafted from PEFC-certified Finnish timber, offering stunning views of the Gulf of Oman. Meanwhile, LUX Al Bridi, located beside Sharjah Safari in Al Dhaid, comprises 35 private luxury tents, inviting guests to immerse themselves in Sharjah’s untamed beauty and desert tranquility, as showcased to visitors at WTM London.

Mleiha National Park: At the heart of Shurooq’s global showcase stands Mleiha National Park, a destination that unites archaeology, eco-tourism, and adventure. Covering 34.2 square kilometres, the park lies within the UNESCO-listed Faya Palaeolandscape (2025) and is recognised as one of the most significant prehistoric settlements in the Arabian Peninsula.

Visitors can experience glamping at Moon Retreat beneath the desert sky, soar through the air and paraglide with Sky Adventures, the UAE’s first licensed paragliding centre, and take part in archaeological workshops and guided desert tours that link scientific research with public education. Mleiha also offers eco and adventure experiences that encourage environmental awareness and cultural appreciation.