News DeskSharjah, UAE – Sharjah is making a striking impression at ITB Berlin 2025, the world’s largest travel trade fair, held from March 4–6 at the Berlin Exhibition Centre. Led by the Sharjah Commerce and Tourism Development Authority (SCTDA), a delegation of 19 government and private-sector entities is spotlighting the emirate’s unique blend of natural beauty, cultural heritage, and modern attractions under the theme “The world of travel lives here.”
A Pavilion of Immersive Experiences
Sharjah’s pavilion invites visitors on an interactive journey through its desert landscapes, mountain ranges, coastal zones, UNESCO-recognized heritage sites, and contemporary landmarks. The booth emphasizes the emirate’s appeal as a destination for sustainable tourism, adventure, and cultural exploration, aligning with global trends in experiential travel.
Strengthening Global Ties
Khalid Jasim Al Midfa, Chairman of SCTDA, underscored the significance of ITB Berlin as a platform to engage global tourism leaders. “This event allows us to reinforce Sharjah’s position as a premier destination rich in diversity, culture, and infrastructure,” he stated. He highlighted Sharjah’s historical ties with Europe, particularly Germany, noting that the emirate has become a cultural hotspot for European travelers while serving as a gateway for Gulf tourists to Europe.
Public-Private Collaboration
The delegation showcases Sharjah’s unified approach to tourism development, with government participants including the Environment and Protected Areas Authority (EPAA), Sharjah Museums Authority, and Sharjah Investment and Development Authority (Shurooq). Private-sector giants such as Air Arabia, Arada Real Estate, and Sharjah National Hotels are also present, highlighting hospitality, aviation, and luxury accommodation offerings.
Sustainable Tourism in Focus
The pavilion spotlights Sharjah’s initiatives in eco-tourism and heritage preservation, including efforts by the Sharjah Institute for Heritage and EPAA. Adventure tourism offerings, such as desert safaris and marine sports, are also featured, alongside cultural attractions like the Sharjah Classic Car Club and annual festivals.
Growing European Appeal
Sharjah’s participation comes amid rising European visitor numbers. In 2023, the emirate welcomed 13,000 German guests, with an 11% increase projected for 2024. Overall European arrivals (excluding Russia and CIS states) surged to 89,000 in 2023 and are expected to exceed 102,000 in 2024, marking 16% growth.
Strategic Vision
By leveraging ITB Berlin’s global reach, Sharjah aims to solidify its reputation as a must-visit destination while fostering international partnerships. The emirate’s blend of authenticity and innovation continues to position it as a rising star on the global tourism stage.
