Shurooq presents projects at WTM 2024

As part of its participation in the event, within the Sharjah pavilion led by the Sharjah Commerce and Tourism Development Authority (SCTDA), Shurooq is participating for the 19th consecutive year, joining over 320 exhibitors and 750 entities from across five continents, bringing nearly 4,000 tourism projects to the global event, which runs until November 7.

Shurooq is highlighting two key projects within the Sharjah pavilion that reflect the emirate’s rich cultural heritage and diverse natural landscapes. Mleiha National Park, spanning 34 square kilometers, is both a site of archaeological and historical importance and an eco-luxury destination. The park is divided into three distinct zones: the Core Conservation Zone, focused on preserving the natural environment and supporting wildlife; the Ecotourism Zones, offering eco-stays, adventures, and educational activities; and the Hybrid Zone, which serves as a middle ground for conservation and sustainable tourism practices.

Visitors can explore Sharjah’s historical landscape while enjoying luxury camping experiences and adventure activities. The park is integral to Shurooq’s vision of positioning Sharjah as a destination where history, culture, and natural beauty blend seamlessly.

WTM attendees had the opportunity to form a deeper connection with Mleiha through the pages of Mleiha: Ancient Treasures of the UAE - a landmark publication launched recently by Shurooq in collaboration with Assouline Publishing. The luxurious and visually captivating coffee table book charts the region’s evolution, from early human settlement nearly 200,000 years ago to its prominence as a thriving centre of trade and innovation, highlighting Mleiha’s influence as a major urban hub in the Arabian Peninsula. 

Also featured as part of Shurooq’s showcase at WTM 2024 is Nomad, a retreat comprising 20 luxury trailers offering panoramic views of Kalba’s natural landscapes, set to be completed by Q2 2025. As a recent addition to the ‘Sharjah Collection’ managed by Shurooq, Nomad strengthens a hospitality portfolio rooted in heritage, nature, and sustainability. This project embodies Shurooq’s goal of developing exceptional, eco-conscious destinations that enhance Sharjah’s tourism offerings.

Sustainable tourism: An investment in the future
Commenting on Shurooq’s participation, His Excellency Ahmed Obaid Al Qaseer, CEO of Shurooq, stated: “Sharjah has established itself as a leader in embedding sustainability at the heart of tourism development, prioritising responsible and conscious tourism across all its destinations. Our efforts have yielded tangible results, evidenced by a 15% rise in tourist numbers in 2023. This highlights the appeal of sustainable, culturally rich travel experiences. With the ecotourism market projected to reach USD 333 billion by 2027, sustainable tourism is emerging as a crucial driver of economic and social progress.”

He continued, “Shurooq’s participation at WTM 2024 is a reflection of our long-term strategy for sustainable tourism—not only as a response to global trends but as a vital investment in Sharjah’s future. Our approach is integral to conserving natural resources and celebrating cultural diversity. Presenting our projects to global tourism leaders here in London reinforces Shurooq’s position as a model for tourism initiatives that balance economic growth with the preservation of environmental and historical heritage.”

Another Sharjah Collection destination Shurooq is showcasing at WTM 2024 is the Moon Retreat. Nestled in the Mleiha Desert, the retreat blends adventure with high-end eco-hospitality through private domes and tents that offer stunning views and ensure complete privacy. Exclusive private pools add an element of refined relaxation, enhancing the experience with luxury and comfort amidst nature. The retreat prioritises renewable energy and offers guests an immersive stargazing experience, where experts share insights into the names and formations of stars and constellations, making for a truly captivating stay.

Additionally, Shurooq is showcasing Najd Al Meqsar, another Sharjah Collection property nestled amidst the mountains and valleys of Khorfakkan. This over-a-century-old heritage village, meticulously restored, offers unique hospitality units that allow visitors to experience Sharjah’s ancient cultural landscape. Guests can explore rock carvings over 2,000 years old and enjoy panoramic views of Wadi Shee, combining heritage with refined luxury.