The session was opened with remarks delivered by Dr. Mohammad Ahmad Al Jaber, Ambassador of the United Arab Emirates to the Russian Federation followed by keynote addresses by Maksim Reshetnikov, Minister of Economic Development of the Russian Federation, and Juma Al Kait, Advisor to the Minister of Economy and Tourism of the United Arab Emirates.

The session featured high-level participation from the Emirati side, which included the participation of Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce & Tourism Development Authority, alongside a distinguished group of officials and experts in the tourism sector, including Mr. Mohammed Al Ahbabi, Director of the Tourism Development Department at the Ministry of Economy and Tourism, Ms. Hoor Al Khaja Senior Vice President for International Operations at the Dubai Department of Economy and Tourism, and representatives of Emirates Airline and Etihad Airways.

The session shed light on the prospects for tourism cooperation between the United Arab Emirates and Russia, and discussed ways to strengthen partnerships between the public and private sectors, the importance of leveraging Russian digital platforms for tourism promotion, developing travel, tours and air connectivity between the two countries and enhancing the traveller experience, in addition to reviewing opportunities for achieving sustainable tourism growth, diversifying UAE tourism destinations and experiences, and reinforcing their presence in the Russian market.

In this context, Dr. Mohammad Ahmad Al Jaber affirmed that the UAE's participation in the forum reflects its continued commitment to enhancing international tourism cooperation and supporting the sustainable growth of the sector, noting that the session represents an important platform for exchanging successful experiences, innovative ideas and future visions between tourism bodies, experts and private sector leaders from both countries. He added that showcasing UAE success stories and development initiatives contributes to deepening UAE-Russia partnerships and opening new horizons for investment and joint cooperation, stressing that tourism remains an effective bridge connecting cultures, economies and peoples, and that specialised events such as the "Let's Travel" Forum play a pivotal role in strengthening bilateral relations between the UAE and the Russian Federation and shaping the future of global tourism.

During the panel session, Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce & Tourism Development Authority, presented the key prospects for tourism cooperation between the Emirate of Sharjah and the Russian market, affirming the emirate's commitment to strengthening its partnerships with the tourism sector in Russia and developing sustainable channels of communication that contribute to expanding the flow of tourism exchange, reflecting the growing status that the Emirate of Sharjah enjoys on the regional and international tourism map.

He said: "It is our pleasure to participate as part of the UAE delegation, representing the tourism sector of the Emirate of Sharjah, in this initiative organised by the Embassy of the United Arab Emirates in Moscow. This initiative represents an important platform for dialogue and the exchange of expertise between various stakeholders in the tourism sector, bringing together a distinguished group of experts, decision-makers and representatives of tourism markets from both the Emirati and Russian sides. This participation comes as an affirmation of the Emirate of Sharjah's keenness to build deeper and more sustainable strategic partnerships with its international partners, foremost among them Russia, which is one of the most important source markets for tourists to the emirate. Tourism indicators continue to reflect the strong performance of the Russian market: the number of Russian guests in Sharjah's hotel establishments rose to more than 346,000 hotel guests during 2025, compared to approximately 280,000 hotel guests in 2024, achieving a growth rate of 24%. The Russian market has also maintained its share of 17% of total international hotel guests in the Emirate of Sharjah, which reflects the success of ongoing promotional efforts, the development of air connectivity, and the strength of tourism cooperation between both sides, alongside the diversity of the tourism product offered by the Emirate of Sharjah and the exceptional cultural, heritage and natural experiences it provides to meet the aspirations of various categories and interests of visitors and tourists throughout the year."

Al Midfa noted that the Emirate of Sharjah continues to strengthen its presence in the Russian market, amid growing interest from Russian visitors in the emirate's comprehensive tourism experience that combines culture, heritage, nature and quality of life. He affirmed that participation in the forum represents an opportunity to showcase the diverse tourism assets that the Emirate of Sharjah possesses, including its heritage and cultural landmarks, distinctive events, and varied accommodation options, alongside the continuous development of the hospitality sector and tourism infrastructure, enhancing its standing as an attractive year-round destination for visitors. The session also highlighted the emirate's efforts to enhance its readiness to welcome visitors from Russia and to develop tourism products tailored to this growing market, reflecting the depth of bilateral relations between the United Arab Emirates in general, and the Emirate of Sharjah in particular, and the Russian Federation, opening the door to further growth in mutual tourist flows.

Diversity of the tourism products and attractions of Sharjah

On the sidelines of the panel session, the Sharjah Commerce & Tourism Development Authority delivered a destination presentation on the Emirate of Sharjah, which reviewed the emirate's tourism performance and key tourism statistics and indicators, highlighting the continuous growth in the number of visitors and hotel guests arriving from Russia over the past four years, and what this reflects in terms of a consistently positive trajectory for this market.

The presentation covered key aspects of the Emirate of Sharjah as a comprehensive tourism and cultural destination, the regional and international recognition and achievements it has attained, in addition to its distinctive strategic location and diverse natural terrain overlooking the coasts of the Arabian Gulf and the Gulf of Oman. It also reviewed the cultural and heritage assets with which the emirate abounds, including its extensive network of museums, cultural institutions, family and entertainment destinations, as well as the natural and environmental assets and nature reserves spread across the emirate. The presentation further introduced the emirate's hotel establishments and luxury resorts, each with its own distinctive character, and showcased the key annual events and festivals that enrich the emirate's yearly calendar and attract visitors from around the world.

The spotlight was also placed on a number of the Authority's prominent strategic partnerships, among them the smart and interactive tourism experience through Yango Maps a distinctive, first-of-its-kind initiative that introduces app users to the Emirate of Sharjah, its most prominent landmarks, destinations and tourist attractions, along with other tourism information available in the Russian language.

The participation affirmed that the Emirate of Sharjah possesses a distinctive set of assets that cater to the aspirations of various visitor segments, particularly families and tourists seeking comprehensive experiences that combine relaxation, culture, entertainment, nature, shopping, adventure and distinctive activities.

The participation of the Sharjah Commerce & Tourism Development Authority in this initiative comes as part of its strategy aimed at reinforcing the Emirate of Sharjah's presence in key international markets, foremost among them the Russian market, by showcasing the competitive advantages the emirate enjoys and affirming its standing as a leading tourism, cultural and family destination in the region, with diverse experiences, services and facilities that make its visitors' journeys truly exceptional.

The Authority is also committed to continuing to work with various partners across both the public and private sectors in the emirate, to develop promotional programmes, events and distinctive initiatives that contribute to attracting more visitors from Russia to the Emirate of Sharjah, and further positioning the Emirate of Sharjah as a preferred destination for travellers seeking a rich, safe and diverse tourism experience throughout the year.