At ITB Berlin 2025, the Sharjah Investment and Development Authority (Shurooq) is showcasing its innovative approach to tourism, with a strong focus on sustainability and heritage.
Leading the charge is Mleiha National Park, a standout example of eco-tourism and heritage preservation in Sharjah. The park, which spans 23.4 square kilometers, is a key part of Shurooq’s strategy to redefine tourism through responsible and eco-conscious travel experiences.
Mleiha National Park
One of the UAE’s premier eco-tourism destinations, Mleiha National Park blends 200,000 years of history with modern adventure tourism.
The park is divided into three main zones: eco-tourism, conservation, and hybrid. It offers unique experiences, such as stargazing and glamping, and invites visitors to explore its archaeological sites and natural landmarks.
Through the “Come Closer” campaign, Shurooq aims to encourage deeper engagement with the park’s rich heritage and natural beauty, in collaboration with the Environment and Protected Areas Authority (EPAA).
Sharjah Collection: Heritage meets luxury
In addition to Mleiha, Shurooq also highlighted the Sharjah Collection, a portfolio of luxury retreats that combine heritage with sustainability.
Among these, Najd Al Meqsar in Khorfakkan stands out, offering guests the chance to stay in luxurious units within a site featuring 2,000-year-old rock carvings. Another unique offering, Nomad in Kalba, features solar-powered cabins, providing an eco-friendly experience for nature lovers.
Other retreats in the collection include Al Faya Retreat, Moon Retreat, Kingfisher Retreat, and Al Badayer Retreat, each reflecting Shurooq’s commitment to integrating luxury with conservation.
Shurooq is also focusing on strategic collaborations, including a partnership with The Lux Collective, a global hotel operator. This partnership includes the development of LUX Khorfakkan*, a sustainable resort overlooking the Gulf of Oman, and LUX Al Bridi*, located near the Sharjah Safari, one of the largest safari parks outside Africa. These resorts reflect Shurooq’s efforts to combine luxury hospitality with environmental consciousness.
The Chedi Al Bait
At the forefront of Shurooq’s hospitality portfolio is The Chedi Al Bait, Sharjah, which, along with its expansion, The Serai Wing, Bait Khalid Bin Ibrahim, transforms historic sites into five-star luxury experiences. These properties exemplify the balance between cultural preservation and modern luxury, setting a new standard in heritage tourism.
Shurooq’s participation in ITB Berlin highlights Sharjah’s growing appeal to eco-conscious travelers. With its focus on sustainable tourism, cultural heritage, and economic sustainability, Shurooq is positioning Sharjah as a leader in responsible tourism development, attracting both international visitors and investors.
As global tourism continues to recover, Shurooq remains committed to making Sharjah a top destination for those seeking unique, environmentally responsible travel experiences.
tanvir@dubainewsweek.com
