The press conference was attended by H.E. Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, alongside a number of heads of entities, official spokespersons and representatives of participating government and private-sector organisations. The conference highlighted the virtual and digital experiences incorporated into the pavilion’s new design, which uses the latest interactive technologies to provide an immersive journey through Sharjah’s diverse tourism assets and destinations across its three regions: Sharjah City, the Central Region and the Eastern Region.

The pavilion features an immersive 360-degree digital experience combining digital visual displays, surround sound and interactive lighting technology, alongside digital screens and dedicated spaces for visual destination storytelling. This enables visitors to explore the emirate’s key destinations, experiences and events through an integrated interactive experience.

The “Visit Sharjah” pavilion introduces a new approach to participation in international tourism exhibitions by leveraging modern digital technologies and visual storytelling, allowing visitors and partners to discover the emirate’s diverse tourism landscape. The experience takes visitors on a journey beginning with Sharjah City’s cultural, artistic and heritage landscape, continuing through desert adventures and archaeological sites in the Central Region, and concluding with beaches, mountains, marine experiences and nature reserves on the East Coast. The pavilion also serves as a unified platform for participating government and private-sector entities, enabling them to engage with partners and stakeholders from different markets.

The press conference began with SCTDA’s announcement of a partnership with Kalimat Group to launch new visitor guides. The guides will feature curated, easy-to-use tourism content that helps visitors discover the emirate’s destinations, culture, heritage and tourism experiences. The initiative is designed to enhance the visitor experience and support the reach of Sharjah’s story among regional and international audiences through high-quality tourism content.

Speaking at the press conference, H.E. Khalid Jasim Al Midfa, Chairman of SCTDA, said: “Our participation in Arabian Travel Market is driven by a clear strategic vision to enhance Sharjah’s competitiveness and reinforce its position on the global tourism map. This is achieved through building high-quality partnerships with leading industry stakeholders and leveraging the emirate’s integrated tourism, cultural, heritage and natural assets to create a competitive tourism proposition. The new ‘Visit Sharjah’ pavilion represents a transformation in the way we present the emirate and its experiences, towards a more interactive and innovative model. At the same time, our partnership with Kalimat Group establishes high-quality content as a strategic tool for enriching the visitor journey, deepening their understanding of the destination and enabling them to explore the diverse experiences Sharjah has to offer. Through this year’s participation, we are working to present an integrated image of the emirate that enhances its appeal to different visitor segments and target markets, and consolidates its position as a leading year-round tourism destination.”

H.E. added: “We are continuing to build an integrated and sustainable tourism ecosystem, founded on the authenticity of our cultural identity, the quality of the visitor experience, the diversity of our tourism offering and ease of access to destinations across the emirate. Our participation in this global event serves as a strategic platform to deepen collaboration with our partners across the travel and tourism sector, expand Sharjah’s presence in priority markets, and convert growing interest in the emirate into repeat visits, longer stays and higher-value experiences. This supports the sustainable growth of the sector and strengthens Sharjah’s position as a global destination for families and lovers of culture, nature and adventure.”

The conference also highlighted strategic partnerships supporting the development of the emirate’s hotel, accommodation and hospitality sector, as well as collaboration with leading institutions and real estate developers in the UAE. These partnerships contribute to the development of high-quality hospitality projects, the expansion and diversification of hotel accommodation options, and the attraction of leading brands and expertise to Sharjah’s tourism market. This strengthens the emirate’s readiness to accommodate future growth in tourism demand and supports the long-term development of its tourism ecosystem.

The conference also featured remarks from representatives of several entities participating in the Sharjah pavilion, including the Sharjah Commerce and Tourism Development Authority, Sharjah Airport Authority, Sharjah Museums Authority, Sharjah Investment and Development Authority (Shurooq), Sharjah Classic Cars Club and Arada. They presented the latest developments, projects and initiatives within their respective fields, and highlighted their role in enriching and diversifying the emirate’s tourism experience. These contributions reflected the integrated efforts of different entities to develop Sharjah’s tourism offering and enhance its appeal through a diverse range of cultural, heritage, investment and leisure experiences, supporting its position as a comprehensive year-round tourism destination.

During the exhibition, SCTDA and participating entities are showcasing the latest destination projects and tourism developments across the emirate, reflecting the diversity of its offering and its ability to meet the interests of different visitor segments. Through its participation in Arabian Travel Market, Sharjah is also highlighting its destinations in a way that reinforces its position as a cultural and heritage tourism destination, while underlining the importance of preserving its natural and archaeological resources and utilising them to develop sustainable tourism experiences.

Through its participation at the exhibition, SCTDA seeks to strengthen engagement with travel and tourism professionals, airlines, tour operators, hospitality groups, investors, media and decision-makers from around the world. The Authority is also exploring opportunities for collaboration and partnerships that contribute to attracting more visitors, extending their length of stay and encouraging repeat visits to the emirate.