Shurooq champions Sharjah as leading sustainable destination

The Sharjah Investment and Development Authority (Shurooq) is presenting its innovative strategic vision at ITB Berlin 2025, leveraging the resurgence of global tourism and the increasing demand for eco-friendly and heritage-based travel experiences. These sectors form the core of Shurooq's investment model, reinforcing Sharjah's position as a leader in responsible tourism development while preserving its rich cultural heritage.

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Redefining tourism standards Ahmed Obaid Al Qaseer, CEO of Shurooq, emphasised that Shurooq's participation in ITB Berlin 2025 showcases its holistic development model, which integrates nature conservation, cultural preservation, economic sustainability, and innovation.

"Sharjah is redefining the meaning of competition in the global tourism market by embedding sustainability across every stage of project development. Our goal is to create a global impact by promoting responsible investments that prioritize community welfare and environmental protection," said Shurooq's CEO.

Shurooq's participation in ITB Berlin 2025 underlines its pivotal role in shaping Sharjah's tourism landscape, offering visitors a glimpse into its leading projects, including "Mleiha National Park", the "Sharjah Collection", "The Chedi Al Bait, Sharjah" and strategic collaborations with global hospitality leaders such as "The Lux Collective".

Mleiha National Park: A benchmark for sustainable tourism Shurooq highlighted the high sustainability standards of Mleiha National Park, one of the UAE's most prominent eco-tourism and heritage destinations, spanning 23.4 square kilometers in Sharjah's central region. As a cornerstone of Shurooq's sustainability-driven strategy, the park seamlessly merges archaeological history with modern adventure experiences.