Sharjah24: At the Sharjah International Travel and Tourism Forum 2026 Shurooq was showcasing its vision for the development of sustainable tourism destinations. The vision is to combine the preservation of Sharjah's cultural and historical heritage with the application of innovative concepts in order to increase the appeal of Sharjah as a tourist destination and improve the visitor experience.

Khalid Al Ali, Manager of Al Qasba and Al Majaz Waterfront, said Shurooq has underlined the importance of developing tourist destinations which tap into the distinct character of the place by preserving its natural, cultural and heritage assets and at the same time providing a full range of experiences that meet the needs of a broad spectrum of visitors. This is, of course, what positions Sharjah as a destination which is able to balance the authenticity of the past with the demands of contemporary tourism.

In remarks to “Sharjah 24”, Al Ali made it clear that a tourist destination's success is not simply about visitor numbers or economic return. It's about the quality of the experience for the visitor, the family, and the resident. It's about delivering an integrated environment where people can engage with the place and have a unique tourism and leisure experience.

He pointed to Al Qasba and Al Majaz Waterfront as prime examples of Sharjah destinations that combine leisure, culture, and community. These are the kind of destinations that Shurooq (Sharjah Investment and Development Authority) has in mind when they talk about developing sustainable destinations that maintain the emirate’s character, meet the needs of the visitor, improve the quality of life and support the tourism industry.