News DeskSharjah, UAE – Sharjah is gearing up to make a strong impression at the world’s leading travel trade event, ITB Berlin 2025, scheduled to take place from March 4 to 6 in Germany. Led by the Sharjah Commerce and Tourism Development Authority (SCTDA), the Sharjah Pavilion will feature a delegation of 19 government and private entities, highlighting the emirate’s diverse tourism and hospitality offerings.
The delegation aims to showcase Sharjah’s unique blend of cultural, environmental, adventure, and entertainment experiences, reinforcing its position as a premier tourism destination in the region. The participation underscores Sharjah’s commitment to sustainable and responsible tourism while offering authentic and enriching experiences to visitors.
Strategic Vision for Tourism Growth
Khalid Jasim Al Midfa, Chairman of SCTDA, emphasized the importance of Sharjah’s participation in ITB Berlin 2025. “Our involvement reaffirms our dedication to elevating Sharjah’s status as a leading tourism hub. Through strategic partnerships and innovative initiatives, we aim to highlight Sharjah’s role in shaping the future of sustainable tourism while delivering genuine and memorable experiences to visitors,” he said.
Diverse Delegation
The Sharjah delegation includes prominent government entities such as the Environment and Protected Areas Authority (EPAA), Sharjah International Airport Authority, Sharjah Museum Authority, Sharjah Investment and Development Authority (Shurooq), Sharjah Institute of Heritage, Sharjah Sports Council, Sharjah Classic Cars Club, and Sharjah International Marine Sports Club.
Private sector participants feature key industry players like Air Arabia, Sharjah Airport Travel Agency (SATA), ARADA Real Estate Development Company, Sharjah National Hotels (SNH), Sharjah Coral Beach Resort, Sheraton Sharjah Beach Resort & Spa, Occidental Sharjah Grand, Sharjah Golden Sands Hotel, Sharjah Golden Tulip Hotel, and TravTalk Magazine.
Objectives of Participation
The primary goals of Sharjah’s participation in ITB Berlin 2025 include:
- Enhancing the emirate’s global visibility and promoting its diverse tourism products and attractions.
- Strengthening Sharjah’s reputation as a leading destination for family and leisure tourism.
- Exchanging best practices with global tourism experts and decision-makers.
- Exploring collaboration opportunities to boost tourism ties with the European market, particularly Germany.
Growing European Interest
Sharjah has seen a notable increase in European visitors, with a 16% rise in hotel guests from 88,000 in 2023 to nearly 102,000 in 2024. The German market, in particular, has shown significant growth, with approximately 13,000 German guests visiting Sharjah in 2024, an 11% increase from the previous year. The emirate aims to further expand its reach in the German and European markets in the coming years.
As Sharjah prepares to take center stage at ITB Berlin 2025, the emirate is poised to strengthen its global tourism footprint, showcasing its unique offerings and commitment to sustainable and enriching travel experiences.
