Sharjah’s Tourism Growth & Focus on the Indian Market: Insights from H.E. Khalid Jasim Al Midfa

H.E. Khalid Jasim Al Midfa, Chairman of Sharjah Commerce and Tourism Development Authority, discusses Sharjah’s remarkable tourism growth in 2023, highlighting key projects and upcoming attractions for 2024. He outlines Sharjah’s tailored strategies for the Indian market, focusing on luxury, ecotourism, and adventure tourism, while emphasizing India’s importance as a major source of inbound visitors for the emirate.

What actions have been taken to promote the growth of the tourism sector in your country, and what new attractions are set to open in 2024?

Sharjah’s tourism sector saw remarkable growth in 2023, with hotel guest numbers exceeding 1.5 million, an 11% increase from the previous year. Revenue also surged to AED 578 million, reflecting a 10% year-on-year growth. This success is attributed to our efforts to enhance the visitor experience by offering personalised and curated tourism opportunities.

A significant part of our strategy has been to improve connectivity within Sharjah. Key projects, such as the $272 million Kalba Road expansion completed in 2020, and ongoing upgrades to vital highways, have improved travel across the emirate. Furthermore, Kalba, a historic town on the east coast, is undergoing a major revitalisation, including the restoration of heritage sites, construction of a new clock tower roundabout, and the development of a renovated Corniche.

Sharjah’s commitment to sustainability is exemplified by initiatives like the Al Hefaiyah Lake project in Kalba, which spans 132,000 square metres and can hold up to 155 million gallons of water, offering both recreational and environmental benefits. The Hanging Gardens project, covering 1.6 million square feet and home to over 100,000 trees, also demonstrates our efforts to blend nature with tourism.

Culturally, Sharjah continues to thrive, with key heritage sites like the UNESCO-nominated Mleiha and the Heart of Sharjah district preserving and promoting our rich history. These sites are being modernised to enhance the visitor experience while retaining their historical significance.

New attractions planned for 2024 include the LUX Al Jabal Resort and LUX Al Bridi, both showcasing luxury and sustainability. The Sharjah Collection, featuring eco-friendly retreats such as Najd Al Meqsar, Nomad, and Moon Retreat, will further attract visitors seeking unique, immersive experiences.

How have you adjusted your strategies to attract the Indian outbound market in 2024? Which segments of Indian outbound travel are you focusing on, such as leisure, MICE, weddings, etc.?

India is a rapidly growing source of outbound tourism, with Indians spending approximately $17 billion on international travel during the 2023-24 fiscal year, as reported by McKinsey & Company.

In 2023, Sharjah welcomed 163,329 Indian tourists, marking a 5% increase from 2022. This growth was driven by our active participation in major trade shows, strategic partnerships, roadshows, and strong marketing campaigns.

For 2024, our strategy focuses on meeting the unique preferences of Indian travellers. Understanding that young Indian travellers prioritise exclusive experiences, luxury, and tech-driven travel, we tailored our offerings accordingly. Sharjah offers a range of luxury and ecotourism options, like the Mleiha Archaeological Centre, the Sharjah Collection, which includes premium retreats like Nomad, Moon Retreat, and Kingfisher Retreat. These destinations cater to Indian tourists seeking personalised, immersive experiences.

Sharjah is also a leader in adventure tourism, offering activities such as watersports, desert safaris, and camping. Major events like the F1H2O Grand Prix of Sharjah attract thrill-seekers and sports enthusiasts, further enhancing Sharjah’s appeal to the Indian market.

Our strategy for 2024 involves continued collaboration with both B2B and B2C sectors to ensure that potential visitors are well-informed about the diverse experiences Sharjah offers. We plan to strengthen this through trade partnerships, targeted marketing campaigns, sales missions, roadshows, and familiarisation trips.

How does India rank in terms of priority among your key source markets?

India has consistently been one of Sharjah’s top five key markets, highlighting its significant role in the emirate’s tourism growth. In 2023, Sharjah saw a notable 5% increase in Indian visitors, welcoming 163,329 tourists compared to the previous year. This surge emphasizes India’s growing importance as a key source market and its continued positive impact on Sharjah’s tourism sector.

In recent years, there has been a marked increase in luxury travel from India, particularly from major cities like Mumbai, Delhi, Bangalore, and Chennai. This shift indicates a growing preference among Indian travellers for premium experiences, including high-net-worth individuals, luxury vacationers, and affluent families. This trend has expanded Sharjah’s luxury tourism offerings significantly.

At the Sharjah Commerce and Tourism Development Authority (SCTDA), we take a data-driven approach to understand Indian travellers’ preferences and behaviours. We analyse this information to craft tailored marketing campaigns and initiatives that align with the expectations of Indian tourists. These offerings include personalised itineraries that resonate with their interests in cultural experiences, adventure travel, and family-oriented activities. By providing a range of diverse experiences—from local cuisine to cultural celebrations—Sharjah continues to attract discerning Indian travellers seeking immersive and authentic experiences.

Sharjah’s focus on providing premium and culturally rich experiences positions it as a top choice for Indian tourists, driving sustained growth in the region’s tourism sector.

Author: Jaun Shahi

Journalist, Sub-Editor, Travellers’ World Jaun is a soft-spoken and gentle soul who thrives as a Journalist with his exceptional observation skills and an eye for intricate details. He is a true multitasker who efficiently handles various tasks and always brings a professional approach to everything he does. His genuine team spirit makes him an integral part of the TW family, as he consistently collaborates and supports his colleagues.