Jawaher Al Qasimi promotes Khawla Al Serkal and Wafaa Taymour

The Group inaugurated its official operations following the decree issued by His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, establishing it, and the announcement by Her Highness Sheikha Jawaher bint Mohammed Al Qasimi identifying it as one of the entities under the umbrella of Sharjah Family and Community Council.

The promotion resolutions place the Group under the leadership of prominent women leaders in this sector. Khawla Al Serkal brings over 20 years of extensive experience managing Sharjah Ladies Club and its branches, having played a key role in building a successful organizational system that supported women for four decades. Wafa Taymour, with more than 18 years of experience in the field, will focus on developing the emirate’s hospitality sector by formulating public policies, setting strategic plans, and establishing professional standards meeting the best local and global practices and in alignment with the vision of the Chairperson and the emirate’s leadership.

The Group includes two Sharjah’s most influential and leading government entities: Sharjah Ladies Club & its various branches, which is the first women’s club in the emirate, offering security, privacy, and physical and mental well-being services, and Al Jawaher Reception and Convention Centre, renowned as a venue for family celebrations, high-profile conferences, and major local and international events. Both entities have played a crucial role in shaping the hospitality industry throughout the four-decade journey of entities chaired by Her Highness Sheikha Jawaher bint Mohammed Al Qasimi.

Speaking about the official launch of the Group, Khawla Jassim Al Serkal, Vice Chairperson of Sharjah Hospitality Group, said: “The establishment of the Group is a strategic step that reveals Her Highness Sheikha Jawaher bint Mohammed Al Qasimi’s vision of prioritizing the community & investing in their needs. We will develop innovative hospitality projects and programs that strengthen social bonds and improve the quality of life. In line with the declaration of this year as “the Year of the Community”, we place the community at the forefront of our priorities, guided by visionary and ambitious leadership to deliver a diverse range of luxury and exceptional hospitality services to the community, that adhere to high-quality standards and to an authentic local identity.”

Wafa Taimour, CEO of Sharjah Hospitality Group, emphasized that the launch marks a transformative shift in the emirate’s hospitality sector, offering an opportunity to boost organizational integration and elevate services across all entities under the Group. She said:

“This initiative embodies Sharjah’s vision to create a comprehensive hospitality ecosystem that improves the community members experiences and represents the emirate’s cultural, social, and humanitarian values. Beyond hospitality and leisure, we also plan to invest the revenues of the Group’s entities into initiatives that benefit and serve Sharjah’s community individuals, alleviate their daily lives, and provide social benefits that fulfill the Ruler’s vision for ensuring the highest standards of living for families in Sharjah. We will implement strategies to sustain financial and social benefits for the community, strengthening the emirate’s position as an outstanding destination for premium, human-centered hospitality.

Taymour added: “Sharjah Hospitality Group represents a new pillar in the emirate’s development journey, aiming to reinforce Sharjah’s position as a leading destination for hospitality, leisure, and events. Through this Group, we are building a sustainable structure that addresses community needs while adapting to the sector’s future development plans.”

The Group will manage and operate all facilities associated with the Sharjah Ladies Club and Al Jawaher Reception and Convention Centre.  It will also be responsible for developing and executing specialized programs and initiatives, managing contracting processes, fostering partnerships with public and private entities, and investing in training and developing human capital in the hospitality sector.