Sharjah Tourism unveils ‘Visit Sharjah’ Pavilion at Arabian Travel Market in Dubai

The Sharjah Commerce and Tourism Development Authority (SCTDA) unveiled the new design of the “Visit Sharjah” pavilion during its 29th participation at Arabian Travel Market (ATM) in Dubai on Wednesday.

The press conference was attended by Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, alongside a number of heads of entities, official spokespersons and representatives of participating government and private-sector organisations. The conference highlighted the virtual and digital experiences incorporated into the pavilion’s new design, which uses the latest interactive technologies to provide an immersive journey through Sharjah’s diverse tourism assets and destinations across its three regions: Sharjah City, the Central Region and the Eastern Region.

The pavilion features an immersive 360-degree digital experience combining digital visual displays, surround sound and interactive lighting technology, alongside digital screens and dedicated spaces for visual destination storytelling. This enables visitors to explore the emirate’s key destinations, experiences and events through an integrated interactive experience.

Khalid Jasim Al Midfa, Chairman of SCTDA, said: “Our participation in Arabian Travel Market is driven by a clear strategic vision to enhance Sharjah’s competitiveness and reinforce its position on the global tourism map. This is achieved through building high-quality partnerships with leading industry stakeholders and leveraging the emirate’s integrated tourism, cultural, heritage and natural assets to create a competitive tourism proposition. The new ‘Visit Sharjah’ pavilion represents a transformation in the way we present the emirate and its experiences, towards a more interactive and innovative model. At the same time, our partnership with Kalimat Group establishes high-quality content as a strategic tool for enriching the visitor journey, deepening their understanding of the destination and enabling them to explore the diverse experiences Sharjah has to offer. Through this year’s participation, we are working to present an integrated image of the emirate that enhances its appeal to different visitor segments and target markets, and consolidates its position as a leading year-round tourism destination.”

The conference also featured remarks from representatives of several entities participating in the Sharjah pavilion, including the Sharjah Commerce and Tourism Development Authority, Sharjah Airport Authority, Sharjah Museums Authority, Sharjah Investment and Development Authority (Shurooq), Sharjah Classic Cars Club and Arada. They presented the latest developments, projects and initiatives within their respective fields, and highlighted their role in enriching and diversifying the emirate’s tourism experience. These contributions reflected the integrated efforts of different entities to develop Sharjah’s tourism offering and enhance its appeal through a diverse range of cultural, heritage, investment and leisure experiences, supporting its position as a comprehensive year-round tourism destination.

Europcar and VIP Rent a Car team up at ATM 2026: Europcar Dubai and Northern Emirates, part of Eurogulf Mobility Group, and VIP Rent a Car have signed a Memorandum of Understanding (MoU) at Arabian Travel Market (ATM) 2026, strengthening their long-term exclusive collaboration as Dubai’s tourism sector demonstrates renewed momentum and resilience and traveller expectations create greater demand for seamless, reliable and personalised mobility experiences.

Building on a relationship established in 2023, the partnership brings together Europcar’s international mobility expertise and Eurogulf Mobility Group’s operational capabilities in the UAE with VIP Rent a Car’s experience in premium and luxury mobility. The MoU reinforces the companies’ shared focus on service quality, operational reliability, convenience and the overall customer experience.

Marius Anton, General Manager, Eurogulf Mobility Group, said: “Dubai’s tourism sector continues to demonstrate its resilience, while expectations around the visitor experience are evolving rapidly. For mobility providers, that means looking beyond the vehicle itself and understanding how we can make every part of the journey simpler, more reliable and more connected.

“This MoU builds on a strong relationship with VIP Rent a Car and gives us a platform to deepen that collaboration. By bringing together our operational capabilities and international service standards with VIP Rent a Car’s expertise in premium and luxury mobility, we can continue raising the quality of the experience we provide to customers in the UAE”.

Khaled Hamoodih, CEO of VIP Rent a Car, said: “As a UAE-based company, we believe the private sector has an important role to play in contributing to the country’s vision for 2031 and its continued focus on service excellence and customer experience. Raising the bar means constantly improving how we serve our customers, investing in strong partnerships and ensuring that every interaction reflects the standards associated with the UAE.

“For our clients, time has real value. They expect mobility to be simple, responsive and reliable, without having to manage every detail themselves. Through our collaboration with Europcar and Eurogulf Mobility Group, we are bringing together complementary strengths to reduce complexity, give customers greater peace of mind and continue raising the standard of the experience we provide.”