What measures were implemented to foster the growth of the tourism sector in your nation? What new attractions are set to debut at your destination in 2024?
In 2023, Sharjah’s tourism sector experienced substantial growth. We saw a remarkable rise in the number of hotel guests, surpassing 1.5 million visitors, which is an 11% increase compared to the previous year. Our total revenue also reached AED 578 million, marking a 10% year-on-year increase. This surge testifies to the emirate’s successful efforts in attracting more visitors by offering them enhanced, personalised and curated tourist experiences.
A key aspect of Sharjah’s includes boosting connectivity and accessibility within the emirate. The $272 million Kalba Road expansion project, completed in 2020, and ongoing improvements on key highways are pivotal in improving travel between different regions. Additionally, the east coast town of Kalba is undergoing significant transformation with the restoration of historic sites, construction of a new clock tower roundabout, and the development of a revamped Corniche.
Sharjah’s commitment to sustainability and eco-friendly initiatives is unwavering. The Al Hefaiyah Lake project in Kalba, covering 132,000 square metres and capable of holding up to 155 million gallons of water, is a prime example of our dedication to environmental sustainability and recreational appeal. This initiative, along with the Hanging Gardens, spanning 1.6 million square feet and home to over 100,000 trees, exemplifies our efforts to blend nature with tourism.
When it comes to heritage and cultural tourism, Sharjah continues to shine. The UNESCO-nominated World Heritage Site, Mleiha, and the Heart of Sharjah district are pivotal projects that offer visitors a glimpse into the emirate’s rich history and vibrant culture. These restorations not only preserve our heritage but also upgrade these destinations with modern comforts.
New attractions that promise to elevate Sharjah’s appeal include the LUX Al Jabal Resort and the LUX Al Bridi, both of which exemplify luxury and sustainability. The Sharjah Collection, featuring eco-friendly retreats like Najd Al Meqsar, Nomad, and Moon Retreat, will continue to attract visitors seeking unique and immersive experiences.
How did you adapt your strategies to thrive and attract the Indian outbound market in 2024? Which segments of outbound travel from India did you focus on, such as leisure, MICE (Meetings, Incentives, Conferences, Exhibitions), weddings, etc.?
India is a rapidly growing source of outbound tourism, with Indians spending around $17 billion on international travel in the 2023-24 fiscal year, according to a recent report by McKinsey & Company.
In 2023, Sharjah successfully attracted 163,329 Indian tourists, marking a 5% increase compared to 2022. This achievement was driven by active participation in major trade shows, strategic trade partnerships, roadshows, and robust marketing campaigns.
To attract the Indian outbound market in 2024, we implemented a comprehensive strategy focused on the unique preferences and travel behaviours of Indian travellers. Understanding that young Indian travellers prioritise unique and exclusive experiences, luxury, and tech-based travel, we tailor our offerings to meet these demands. Sharjah boasts a diverse range of luxury and eco-tourism projects such as the LUX Al Jabal Resort, Mleiha Archaeological and Eco-tourism Project, and the Sharjah Collection, which includes prestigious luxury hospitality projects like Nomad, Moon Retreat, and Kingfisher Retreat. These destinations provide personalised and immersive travel experiences that resonate with a large number of Indian tourists.
Sharjah also excels in adventure tourism, offering the best sites for watersports, desert safaris, and camping in the UAE. Events like the F1H2O Grand Prix of Sharjah further cater to thrill-seekers and sports enthusiasts, enhancing our appeal to the Indian market.
Our strategy for 2024 focuses on maintaining close collaboration with B2B and B2C sectors within the industry, ensuring that prospective visitors are well-informed about the diverse options available to them. This includes strategic trade partnerships, tailored integrated marketing campaigns, sales missions, roadshows, and familiarisation trips.
What outbound travel trend has left the strongest impression on you recently, and which do you anticipate gaining momentum in 2024?
One of the most striking trends in recent years is the shift towards authentic travel experiences. Modern travellers are increasingly prioritising unique experiences, exploring the unknown, trying local cuisine, and learning about the local customs and traditions of the places they choose to holiday in. This trend, highlighted in Hilton’s 2024 Trends Report, presents a significant opportunity for destinations like Sharjah to showcase their unique offerings.
In 2023, we observed a preference for personalised and meticulously planned itineraries, with travellers seeking greater control over their experiences. There was a noticeable shift towards spending more time in nature and engaging in activities that go beyond traditional sightseeing. Sustainable, eco-friendly, and conscious travel practices are becoming increasingly important, with 69% of travellers actively seeking sustainable travel options in 2024, according to a report from the World Travel and Tourism Council (WTTC) and the Trip.com Group.
Wellness getaways and transformational trips have also gained popularity, combining experiences that boost health and well-being with cultural, adventure, and culinary activities. This trend aligns well with Sharjah’s offerings – a haven for eco-friendly holidays, adventure tourism, and cultural heritage sites.
Looking ahead, we plan to leverage these trends by developing attractions that emphasise our commitment to preserving natural and cultural resources. We aim to cater to travellers who take sustainability and conservation seriously, and want authentic experiences while in Sharjah.
Looking ahead, please elaborate on your readiness and plans for the Indian market in 2024.
At SCTDA, we are committed to increasing visitor numbers from India and surpassing previous years’ figures in 2024. Our strategy involves close collaboration with both B2B and B2C sectors to highlight the wide array of attractions, accommodations, and cultural activities that Sharjah offers. These offerings cater to various types of travellers, including solo travellers, groups, independent explorers, and those seeking all-inclusive experiences.
In 2024, we have planned several exciting initiatives, including strategic trade partnerships, tailored integrated marketing campaigns, sales missions, roadshows, familiarisation trips, as well as collaborations with Indian media and influencers. Our primary focus is to ensure prospective visitors are well-informed about the diverse options available to them and can easily plan their visits to Sharjah.
We are tailoring our offerings to cater to the diverse interests of Indian travellers, providing customised solutions that meet their specific needs and preferences. Enhancing infrastructure to ensure a seamless and enjoyable experience for Indian visitors is a top priority, including expanding hospitality services.
Promoting unique cultural and heritage attractions that resonate well with Indian tourists is also a key focus. By highlighting Sharjah’s rich history, vibrant culture, and diverse range of activities, we aim to strengthen our position as a preferred destination for Indian travellers in 2024.
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