‘Sharjah puts authentic experiences at the heart of destination development’

Successful destinations are those that bring together culture, hospitality, infrastructure and community needs to create experiences that encourage investment and generate lasting economic value, according to speakers at the ninth Sharjah Investment Forum (SIF 2026).

The insights shared by leading local officials and hospitality industry experts, namely, Ahmed Obaid Al Qaseer, CEO of Sharjah Investment and Development Authority (Shurooq); Khalid Jasim Al Midfa, Chairman of Sharjah Commerce and Tourism Development Authority; and Stephan Schupbach, President and Group CEO of Chedi Hospitality, examined how tourism, hospitality and destination development can work hand-in-hand to boost Sharjah’s appeal to both investors and visitors. The discussion took place on the second day of the forum, titled ‘Destination Economy: Creating Experiences, Shaping Identity’. It was moderated by Mrs. Walaa Al Fayeq, TV host and Former MBC - Al Arabiya - Dubai Media Inc. Ahmed Obaid Al Qaseer emphasised that the success of any destination development project begins with answering a fundamental question: “Why are we developing this project?” The answer, he explained, determines the design, master plan and target audience.

“The Chedi Al Bait hotel in the Heart of Sharjah is an example, where existing heritage houses and the foundations of old homes were incorporated into the development to offer visitors an experience that recreates the atmosphere of Sharjah’s past while providing modern hospitality services”, he further noted.

Al Qaseer also highlighted the Kalba Beach project as an example of development that places the needs of the local community at the forefront. He explained that the project includes walking, jogging and cycling tracks, alongside commercial units allocated to young entrepreneurs from Kalba to establish cafés, restaurants and their own businesses. “The project also incorporates innovative sustainability solutions, including construction techniques that use soil extracted from the site itself, solar energy and the reuse of wood from old electricity poles in certain elements of the development”, H.E. Al Qaseer added, stressing that sustainability practices also extend to creating new economic opportunities for residents and local businesses.

For his part, Khalid Jasim Al Midfa, highlighted the growing economic opportunities in the tourism sector, noting that it contributes approximately 10% of global GDP and is expected to grow at a faster pace than several other key economic sectors over the next decade. “Sharjah is well positioned to benefit from this growth, supported by expanding infrastructure projects, airport development, and new developments in the Central and Eastern Regions”, he said, further noting that he expects the emirate to experience significant growth opportunities in specialised tourism segments, particularly sports tourism, in the near future. Al Midfa also addressed the challenges of tourism seasonality and fluctuations in visitor numbers throughout the year, explaining that, “addressing these challenges requires diversifying tourist source markets rather than relying on a single market, alongside promoting domestic tourism and encouraging hotel stays among local residents in collaboration with the private sector”.

He emphasised that partnerships between government entities, tourism companies and hotel operators play a vital role in mitigating fluctuations in demand.