Sharjah is set to present its expanding tourism offering and future-focused initiatives at Arabian Travel Market (ATM) 2026, taking place from September 14–17 at Dubai World Trade Centre. Represented by the Sharjah Commerce and Tourism Development Authority (SCTDA), the emirate will participate through its new “Sharjah Pavilion – Visit Sharjah”, bringing together more than 30 government and private-sector entities.
The pavilion will showcase Sharjah’s latest tourism,
cultural and development projects, alongside experiences spanning heritage,
nature, adventure, hospitality, family leisure and events. The participation
reflects the emirate’s focus on combining authenticity, innovation and
sustainability while strengthening its position as a leading regional and
international tourism destination.
This year’s ATM theme, “Travel 2040: Driving New Frontiers
Through Innovation and Technology,” will provide a platform for Sharjah to
highlight how technology can enhance visitor experiences, improve tourism
infrastructure and support sustainable sector growth.
Khalid Jasim Al Midfa, Chairman of Sharjah Commerce and
Tourism Development Authority, said, “Sharjah’s participation in Arabian Travel
Market 2026 represents a strategic platform that reflects the integration of
efforts between public and private entities. It translates the emirate’s vision
to build a more competitive, sustainable and a tourism sector capable of
keeping pace with rapid transformations taking place across the global travel
and tourism industry. Through this participation, we are showcasing an
integrated ecosystem of development projects, distinctive tourism experiences,
and new services and initiatives that reflect the sector’s continued progress.
These efforts contribute to enhancing Sharjah’s appeal and reinforcing its
position on the regional and international tourism map.”
Al Midfa added, “Through our participation this year, we are
keen to highlight the exceptional diversity of Sharjah’s tourism assets,
bringing together culture, heritage, nature, adventure, hospitality, family and
leisure experiences, and distinctive events. At the same time, we are exploring
the opportunities offered by innovation and technology to enhance the visitor
experience and develop a more integrated and innovative tourism ecosystem. The
exhibition also provides an important opportunity to expand our network of
partnerships with international tourism markets and institutions, open new
opportunities for collaboration, and build strategic relationships. This
supports sustainable tourism growth while preserving the emirate’s authentic
cultural and environmental identity and strengthening the sector’s readiness
for the future.”
The new Visit Sharjah pavilion will offer an interactive
destination-marketing experience covering Sharjah City, the Central Region and
the East Coast. Visitors will explore the emirate’s cultural and heritage
attractions, desert and adventure offerings, and natural, marine and mountain
destinations through digital technologies.
A 360-degree immersive experience will form the centrepiece
of the pavilion, combining digital visuals, spatial audio and interactive
lighting to transport visitors to major natural and cultural destinations, as
well as events such as the Sharjah Light Festival. Digital storytelling spaces
and dedicated areas for participating partners will further showcase Sharjah’s
tourism ecosystem under a unified identity.
Sharjah will also hold a press conference at the pavilion on
September 16 at 1pm, attended by Al Midfa and senior officials. The event will
highlight new tourism initiatives, development projects and partnerships,
including the expansion of Sharjah International Airport, which is expected to
increase capacity and strengthen international connectivity.
The emirate will also spotlight partnerships supporting its
hospitality sector, including collaborations with Emaar Properties and Eagle
Hills. These projects aim to expand accommodation options, attract
international brands and prepare Sharjah for future tourism demand.
More than 30 entities will participate in the pavilion, including Sharjah International Airport, Sharjah Museums Authority, Sharjah Safari, Sharjah Institute for Heritage, Sharjah Sports Council, Sharjah Broadcasting Authority, Sharjah Asset Management, Air Arabia and other government and private-sector organisations. -TradeArabia News Service
