Sharjah24: Sharjah Museums Authority (SMA) made its presence felt at the Berlin International Travel and Tourism Exhibition held from March 5 to 7 in Berlin, Germany, proudly representing the rich cultural tapestry and historical significance of Sharjah.

Amidst the Sharjah Pavilion, alongside 19 other esteemed government and private agencies from the emirate, the Authority showcased the essence of Sharjah's brand and its profound connection to culture and heritage.

Under the theme “Pioneer the Transition in Travel & Tourism. Together.”, the exhibition provided a pivotal platform for global leaders in the travel industry to deliberate on the evolving dynamics of tourism and strategies for sustainable growth. 

It was a prime opportunity for Sharjah to demonstrate its commitment to preserving its cultural legacy while embracing innovation in tourism.

Aisha Rashid Deemas, Director General of Sharjah Museums Authority (SMA), highlighted the importance of participation in fostering international communication and knowledge exchange in tourism. She emphasized the Authority's dedication to showcasing Sharjah's unique cultural and tourism offerings and its remarkable achievements in preserving cultural heritage.

Aisha shared examples of how the museums reflect the identity of Sharjah, such as the significance of Al Naboodah House, a symbol of the heritage of Sharjah and the UAE, with its distinctive architecture blending influences from various cultures. The house serves as a testament to the rich history and cultural fusion that defines Sharjah.

Sharjah's museums were lauded for the diverse range of topics they cover, encompassing Islamic arts and culture, archaeology, heritage, science, aquatic life, and the history of both Sharjah and the UAE. Aisha pointed out key cultural museum landmarks within the emirate, such as Al Mahatta Museum, Sharjah Fort (Al Hisn), Khor Fakkan Fort, Sharjah Archaeology Museum, and Sharjah Calligraphy Museum, each contributing to the narrative of Sharjah's vibrant history.

Within Sharjah Emirate’s Pavilion, SMA displayed their exhibitions that epitomized Sharjah's refreshed identity. Showcasing the emirate’s cultural richness, leisure opportunities, and economic vitality, reinforcing its status as a premier destination for living, tourism, and investment.

Through its participation in the Berlin International Travel and Tourism Exhibition, Sharjah Museums Authority reaffirmed Sharjah's commitment to preserving its cultural heritage, promoting tourism, and fostering international collaboration in the travel industry.