Sharjah24: The Sharjah Investment and Development Authority (Shurooq), in partnership with The Lux Collective, announces the completion of 40% construction for LUX* Al Jabal Resort in Khorfakkan, and 25% of construction work for LUX* Al Bridi Resort in the central region of Al Dhaid, with a total AED 320 million investment. Both resorts are expected to be completed by the last quarter of 2025, marking a key milestone in the strategic partnership between Shurooq and The Lux Collective to enhance Sharjah’s position as a leading destination for luxury eco-tourism.
LUX* Al Jabal Resort: Where the mountains meet the sea
LUX* Al Jabal Resort is strategically positioned along the Gulf of Oman, in a prime location between Khorfakkan and Luluyah. This luxurious retreat features 45 upscale accommodations, ranging from one-bedroom to expansive two-bedroom units. The resort's innovative architectural design harmoniously blends local heritage with natural elements, offering a wealth of facilities and services, alongside diverse leisure activities. Emphasising sustainability alongside luxury experience, the resort incorporates eco-friendly materials, such as Finnish wood certified by the Programme for the Endorsement of Forest Certification (PEFC). Spanning an area of 260,000 square metres, the resort allows guests to enjoy recreational and beach activities while immersing in nature and local culture.
LUX* Al Bridi Resort: A wildlife-inspired luxury destination
LUX* Al Bridi Resort is situated in the Al Dhaid region adjacent to Sharjah Safari, the largest safari park outside the African continent. This luxurious resort features 35 elegantly designed tented retreats, which include 21 one-bedroom, 8 two-bedroom, and 6 three-bedroom accommodations. Guests can immerse themselves in a unique blend of African and indigenous wildlife within a luxurious setting, complemented by a variety of outdoor activities and adventures. Set to become a premier eco-tourism destination in the region, it will enhance Al Bridi Nature Reserve, one of the most prominent eco-investments in the emirate, covering 784 hectares.
Tourism as a Pillar of Sustainable Development
Commenting on the latest progress of the two projects, HE Ahmed Obaid Al Qaseer, CEO of the Sharjah Investment and Development Authority (Shurooq), stated: “Both LUX* Al Jabal and LUX* Al Bridi resorts are welcomed additions to Shurooq’s hospitality portfolio, which includes 9 diverse projects, ranging from hotels to retreats, all offering authentic and extraordinary experiences to tourists and visitors from the UAE and beyond.”
Al Qaseer further noted: “The inclusion of these two resorts strengthens Sharjah’s standing as a leading, sustainable global tourism destination, especially as the world becomes increasingly aware of the need to protect the environment and natural resources. Travellers today are seeking destinations that provide authentic and sustainable travel experiences. One of the key factors in the success of these projects is their unique geographic locations, which demand careful attention during construction to ensure the surrounding natural environment remains conserved. This underscores Shurooq’s commitment to developing eco-friendly tourism projects.”
A Partnership in Purpose-Driven and Responsible Hospitality
Olivier Chavy, CEO of The Lux Collective, said: “We are honoured to partner with Shurooq in advancing its sustainability-driven tourism strategy. As a purpose-led global hospitality leader, we are excited to expand our presence into the UAE, with the debut of our first two projects in Sharjah, an emirate rich in cultural heritage and innovation. At The Lux Collective, we make each moment matter and care about what truly matters through curating immersive eco-luxury experiences. By aligning with UN goals and international standards, we operate in a considered manner that is mindful of future generations, wherever we are planted. The future of the travel industry lies in responsible tourism that uplifts natural ecosystems, heritage and local communities — securing a sustainable future for all.”
Supporting Sharjah’s Rapidly Growing Hospitality Sector
Shurooq noted that its resorts and projects play a vital role in boosting Sharjah’s fast-growing hospitality and tourism sector, which welcomed over 1.5 million guests in 2023, representing an 11% increase compared to the previous year.
The authority confirmed that these projects align with its long-term plans to elevate Sharjah’s status as a premier destination for luxury and sustainable tourism. This is in line with the UAE’s national strategy, which aims to attract AED 450 billion in investments by 2031, with a particular focus on eco-tourism and the development of sustainable resorts that preserve the unique natural beauty and geography of their surrounding areas.
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