New mascot “Shamsa” adds a playful spirit to summer campaign

June 23, 2025 / 5:11 PM

Sharjah 24: Sharjah Summer Promotions 2025 will introduce a child-friendly mascot named “Shamsa”, derived from the Arabic word shams (sun), symbolising brightness and creativity. Shamsa is the central character in this year’s family-oriented entertainment programme. One of the highlights will be “Shamsa Entertainment City”, an interactive children’s festival to be held at Expo Centre Sharjah from July 15 to August 15. The event will feature games, workshops, live performances, and culinary offerings aimed at creating a joyful summer experience for families.

Campaign details and duration

The Sharjah Chamber of Commerce and Industry (SCCI), in collaboration with the Sharjah Commerce and Tourism Development Authority (SCTDA), announced that Sharjah Summer Promotions 2025 will run from July 1 to September 1, with participation from over 1,000 retail outlets across the emirate.

Strategic vision and economic goals

During the launch event, officials emphasised the campaign’s role in enhancing Sharjah’s reputation as a shopping and tourism hub. Abdallah Sultan Al Owais, Chairman of SCCI, stated that the initiative supports Sharjah’s strategic goal to become a top retail and tourism destination. He highlighted that retail sales in the UAE are projected to exceed AED 417.6 billion by 2026, and this campaign is designed to help local businesses benefit from this growth.

Unified collaboration across sectors

This year’s campaign reflects a strategic partnership between government and private sectors. Joint efforts aim to integrate retail promotions, hospitality offers, and entertainment activities under one platform, creating a vibrant and cohesive summer programme.

Discounts, prizes, and promotions

Consumers can enjoy discounts of up to 75% on a wide range of products and brands. Shoppers and hotel guests will also be eligible for raffle draws, with prizes including shopping vouchers, gold bars, and premium giveaways. Over 35 hotel packages from 23 hotel establishments offer special rates and additional benefits like free tourist attraction tickets and hotel credits.

Press conference highlights

The official announcement was made at the Sharjah Chamber headquarters on June 23, 2025. Key attendees included Abdallah Sultan Al Owais (SCCI), Khalid Jasim Al Midfa (SCTDA), Ahmed Obaid Al Qaseer (Shurooq), Mohammed Ahmed Amin Al Awadi (SCCI Director-General). Other representatives from public and private partner entities also participated.

Digital access and smart engagement

To enhance user experience, a smart mobile application and an integrated digital platform www.shjsummer.ae have been launched. Users can view offers, book hotel stays, and enter electronic raffle draws directly via the website or app.

Diverse programming across the emirate

The event will feature over 75 summer offerings in partnership with various entities such as Sharjah Investment and Development Authority (Shurooq), Sharjah Museums Authority, Environment and Protected Areas Authority, Sharjah Art Foundation, and Sharjah International Marine Sports Club.

Programming includes educational workshops, summer camps, and marine activities in Khorfakkan, as well as weekly children’s events.

Tourism and cultural development support

Khalid Jasim Al Midfa emphasised that the campaign is more than a seasonal event — it is part of Sharjah’s broader strategic vision to attract local and international visitors year-round.

Ahmed Obaid Al Qaseer added that the campaign reflects Shurooq’s goal of positioning Sharjah as a top-tier summer destination built on diversity, sustainability, and service excellence.

Driving economic impact through retail and tourism

According to Mohammed Ahmed Amin Al Awadi, promotional campaigns like this are vital to Sharjah’s economy. By combining retail, tourism, hospitality, and culture, the campaign contributes significantly to the emirate’s GDP and supports business growth.