The opening ceremony began with the national anthem of the United Arab Emirates, after which Sheikh Sultan bin Ahmed and the attendees watched a video presentation outlining the forum's objectives and key topics to be discussed in the sessions. This was followed by a welcoming speech from Khaled Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, extending a warm welcome to the Deputy Ruler of Sharjah and the attendees at the forum, which brings together a number of global experts, innovative sector leaders, decision-makers, and policy-makers to discuss future trends in tourism and how to leverage modern technologies to enhance tourist experiences and promote sustainability in the sector.
Al Midfa highlighted the recent recovery being witnessed in the tourism sector, according to figures released by the United Nations World Tourism Organization, which indicate a return to pre-pandemic levels. This recovery, especially post the "COVID-19" pandemic, is projected to see an increase of 4-6% in the region in 2024, contributing to global economic support.
The Chairman of the Sharjah Commerce and Tourism Development Authority emphasised that logistical developments in the tourism sector and infrastructure improvements are attracting the attention of travelers and companies, thereby bolstering the sector. The Middle East region is the only one that has seen growth in tourist numbers, reaching 122% in 2023 compared to 2019.
Al Midfa added, "// Tourism is one of the vital sectors that significantly contribute to supporting the local and global economy, as it provides employment opportunities, increases income, attracts investments, and the wise leadership in the country shows great interest in developing the tourism sector through the launch of the National Tourism Strategy 2031, which aims to enhance the country's position as a leading global tourist destination."
Khaled Jasim Al Midfa addressed the tourism development in the Emirate of Sharjah, stating, "// Today, we witness a continuation of the developmental momentum in the Emirate of Sharjah across various sectors thanks to the vision of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, who shows great interest in developing the tourism sector and enhancing the emirate's status on the global tourism map. Under his leadership, Sharjah has experienced significant growth in various vital sectors, making it one of the prominent tourist and cultural destinations in the region."
Al Midfa concluded his speech by speaking about the forum and its objectives, saying, "// The current edition of the forum discusses how digitization and innovation can enhance growth in the tourism sector and make our destinations preferred by tourists from all around the world. Through our participation, we emphasise the importance of cooperation between government entities, the private sector, and advanced technology companies to achieve sustainability for a promising tourism future.
Abdullah Al Saleh, Deputy Minister of Economy, delivered a speech praising the excellent organisation of the forum, affirming that the forum provides an ideal platform for discussing ways and mechanisms to elevate Emirati tourism to a new level. He highlighted the importance of exploring the best local and global practices in tourism development through the topics on its agenda, considering them crucial pillars in the tourism sector. Al Saleh addressed key points that should be focused on, including developing a distinguished digital infrastructure, creating opportunities for the private sector for investment and expansion, and continuously updating governmental policies and strategies.
He described the tourism sector as one of the most important developmental drivers for the national economy, citing notable achievements of the UAE where it ranked first regionally in the Tourism and Travel Competitiveness Index and sixth globally as the largest market in tourism revenue, reaching 191 billion dirhams in 2023. He also mentioned the increase in hotel guests in the country, reaching 15.3 million during the first six months of the current year.
Al Saleh emphasised the efforts made by the country to enhance the tourism sector, stating that these positive indicators reflect the promising opportunities the tourism sector in the UAE enjoys. He highlighted the pivotal role of the efforts and policies adopted by the UAE in developing the tourism and travel sectors over the past few years in achieving this momentum, pointing out the launch of the UAE National Tourism Strategy 2031, which sets a roadmap for building a sustainable tourism sector that contributes to long-term economic support.
The Deputy Minister of Economy discussed the importance of adopting technology and innovation and their impact on tourism, stating that they believe in the importance of adopting technological tourism, innovation, and digitization in developing national tourism, enhancing the tourist experience, making it easier and more flexible. He mentioned the UAE's investment in smartphone applications and artificial intelligence, allowing visitors to plan their reservations and move easily within the country, as well as providing comprehensive and immediate information about tourist attractions and various events.
Abdullah Al Saleh revealed that the UAE is currently collaborating with the United Nations World Tourism Organization to implement a pilot project to measure sustainable tourism in the UAE, aiming to measure the economic impact of the tourism sector and assess its environmental, cultural, and social impacts. This underscores the country's efforts to support sustainable tourism, along with education and human resource development in the tourism sector by applying the best international practices to integrate tourism into educational curricula.
He pointed out that the UAE has set a leading example in adopting integrated health technologies, providing digital health solutions, and adhering to advanced preventive measures for travel and aviation, aiming to enhance health security and make the UAE a safe and reliable tourism destination.
Al Saleh concluded his speech by affirming that the tourism development efforts in the country are ongoing and comprehensive through cooperation between federal and local tourism authorities and partnerships with national airlines and the World Tourism Organization to achieve national targets for the tourism sector. He noted that the sessions and workshops to be held at the forum will be crucial in generating new innovative ideas and solutions to support efforts to solidify the UAE's position as a leading and sustainable tourism destination.
Basmah Al Mayman, Regional Director of the Middle East at UN Tourism, presented a visual presentation during the forum focusing on the organization's role in innovation, digital capabilities, and their reflection in the tourism sector, as well as the role of artificial intelligence in shaping the future of smart tourism worldwide and in the Middle East region.
During her presentation, Al Mayman shared some global tourism data from the past two years according to the UNWTO tourism scale. This included an influx of 1.3 billion international tourists, a 9.1% contribution of the tourism sector to the global GDP, and tourism exports reaching $1.7 trillion USD. These figures reflect the recovery of the tourism sector post-COVID-19 pandemic. In terms of job opportunities, statistics indicated the creation of 27 million new jobs in the tourism sector in 2023.
Al Mayman also discussed various topics regarding the pivotal role of digital transformation and artificial intelligence, data and AI in the Middle East region, the countries most actively applying AI, as well as the economic impact of AI and the organization's initiatives in tourism research.
During the forum's opening session, Sheikh Sultan bin Ahmed Al Qasimi witnessed a session titled "Tourism in the Digital Transformation Era," where both Ahmed Obaid Al Qaseer, the CEO of the Sharjah Investment and Development Authority (Shurooq), and Basma Al Maiman, the Regional Director for the Middle East at the United Nations World Tourism Organization, spoke about the role of digital technologies in reshaping the tourism sector.
Ahmed Obaid Al Qaseer emphasised the importance of partnership between the government, private sector, and local communities to support tourism, considering it also effects the local GDP and provides numerous opportunities such as jobs and investments for youth, affecting the country's economy. He noted that Sharjah possesses significant tourism assets that make it a preferred destination due to its environmental, cultural, and heritage diversity, along with the many experiences that make a tourist's journey enticing.
Al Mayman confirmed that statistics indicate the region's recovery post-COVID-19 pandemic, underscoring governments' investments and significant efforts in the tourism sector through digitization and the use of artificial intelligence to develop tourism. She emphasised its importance, provided it does not affect tourism jobs such as tour guides, considering it as complementary to their work.
After the session's conclusion, Sheikh Sultan bin Ahmed Al Qasimi honored the speakers and partners by presenting them with commemorative shields and taking photos with them.
Sheikh Sultan then toured the exhibition halls accompanying the forum, where various government and private entities specialised in the tourism and travel sector were participating. During his tour, he familiarised himself with their prominent contributions and the services they offer that enhance the tourism and travel sectors in the UAE and Sharjah specifically.
The Sharjah Commerce and Tourism Development Authority officially launched the Forum this year with a series of high-level discussions, sessions, and workshops held throughout the day to assist in the development of the tourism sector, its potential, and to place it in the global spotlight.
The forum discusses several important topics in the field of tourism, including main sessions titled "Tourism 2030: Achieving Balance between Innovation, Sustainability, and Safety in the Digital World," "Exploring Digitalization, Health, and Safety in Tourism," as well as "The Future of Safe Tourism: Health Protocols and Best Practices."
The Sharjah International Travel and Tourism Forum, now in its eleventh edition, has become a firmly established global event essential for sector experts, government representatives, and private sector leaders. By combining insights related to technology, health, and safety standards, it helps solidify the emirate's position at the forefront of sustainable, safe, and digitally advanced tourism trends.
In addition to the Deputy Ruler of Sharjah, the opening was attended by key figures including Sheikh Salem bin Mohammed bin Salem Al Qasimi, Director of the Sharjah Commerce and Tourism Development Authority; Khaled Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority; Engineer Hamad Jumaa Al Shamsi , Chairman of the Sharjah Department of Town Planning and Survey (SDTPS)
; Issa Hilal Al Hazami, Chairman of the Sharjah Sports Council and a number of senior officials, department directors, and government entity representatives.
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