Skift Take
- Just a 45-minute drive from the heart of Dubai lies Sharjah, an emirate carving its own path by focusing on cultural tourism rather than flashy attractions.
Sharjah, one of the seven emirates in the UAE, prides itself on its distinct identity, prioritizing eco-friendly accommodations like tents, camps, and resorts over towering skyscrapers. Unlike the glitzy atmosphere of Dubai, Sharjah aims to become the national hub for cultural tourism.
Khawla Al Hashimi, Chief Projects Officer at the Sharjah Investment and Development Authority (Shurooq), recently highlighted the emirate’s philosophy at a Dubai event, emphasizing a desire for projects to blend into their surroundings rather than standing out. She stated, "Our goal is for the development to be invisible. Instead of competing for the most keys or the tallest structure, we focus on providing meaningful experiences."
With government backing, Shurooq is securing prime locations for initiatives like the Moon Retreat camp and nature reserves, creating spaces that celebrate the region’s environmental beauty.
Al Hashimi further underlined that their approach to sustainability goes beyond an afterthought; it is integral to their vision. "We take into account the unique land we have and the sensitive areas we need to enhance," she explained.
Sharjah’s Tourism Growth
- While smaller in scale compared to Dubai, Sharjah’s tourism sector is on the rise. The emirate welcomed over a million hotel guests by August this year, according to local authorities.
The largest share of visitors came from Russia, responsible for 21% of hotel bookings, roughly translating to 160,000 travelers. Other significant markets included the UAE (11%), India (10%), and Oman (6%).
Sharjah stands out as the most conservative emirate, maintaining a ban on alcohol, which starkly contrasts with the more liberal policies emerging in neighboring areas like Dubai, where the introduction of casinos was recently announced.
Oil discovery in the 1970s sparked rapid development in Sharjah, but current leaders are focused on preserving the region’s heritage through projects like "Heart of Sharjah," aiming to restore its traditional alleys, souks, and historic buildings.
Though Sharjah offers a different experience from its neighbor Dubai, the latter is also shifting towards bolstering its cultural tourism. Issam Kazim, CEO of Dubai Tourism, recently expressed that the city is moving away from solely relying on iconic landmarks and extravagant campaigns, instead opting for a more genuine tourism experience.
“Initially, Dubai invested heavily in striking projects to grab attention,” Kazim noted. “While that strategy was effective, it began to portray Dubai merely as a city of new constructions and luxury rather than one rich in authentic experiences.”
