Sharjah to Highlight Heritage at WTM London 2025

Sharjah is set to make its mark at the 2025 World Travel Market in London, continuing its longstanding presence at the prestigious global tourism event. The Sharjah Commerce and Tourism Development Authority will showcase the emirate’s rich cultural heritage and diverse tourism offerings, marking its 22nd consecutive participation. This move underscores Sharjah’s commitment to positioning itself as a top destination for cultural and leisure tourism in the UAE and the broader Middle East.

The WTM London, scheduled for November 2025, serves as one of the largest gatherings of tourism professionals, attracting stakeholders from across the globe. As the event evolves into a key platform for promoting sustainable and innovative travel, Sharjah aims to leverage its booth to reinforce its status as a cultural hub, particularly within the Gulf region.

Sharjah has long been recognised for its dedication to preserving and promoting its heritage. In the last decade, the emirate has invested significantly in expanding its tourism infrastructure, with an emphasis on balancing modern development with cultural preservation. The SCTDA’s participation in WTM London aligns with its broader strategic vision of boosting international awareness of Sharjah’s historical and cultural assets.

This year, the Sharjah delegation will focus on showcasing its wide range of attractions, including the Sharjah Art Foundation, the Sharjah Museum of Islamic Civilisation, and the Al Noor Island, among other cultural landmarks. These destinations reflect the emirate’s efforts to blend its rich Arab heritage with contemporary art and architecture, creating a diverse and engaging experience for visitors.

Sharjah will highlight its eco-tourism initiatives, emphasising sustainable travel practices that align with the global tourism industry’s increasing focus on responsible and ethical travel. The emirate has made strides in promoting natural reserves, like the Khorfakkan Beach, and other eco-friendly tourism options, attracting a growing number of environmentally conscious travellers.

The significance of the WTM platform lies in its ability to facilitate direct interaction between global buyers and sellers in the tourism sector. Sharjah’s participation provides the emirate with an opportunity to forge new partnerships and reinforce existing ones, particularly in the European and Asian markets. This international exposure is crucial for expanding Sharjah’s reach to potential tourists seeking immersive cultural experiences.

Sharjah’s tourism sector has seen steady growth in recent years, with increasing visitor numbers from both regional and international markets. The SCTDA’s ongoing efforts to diversify Sharjah’s tourism offerings—from cultural tourism to family-friendly activities—have contributed to the emirate’s rising profile as a tourist destination. With the emirate’s evolving tourism infrastructure and its strategic partnerships with global tourism stakeholders, Sharjah is poised to continue its upward trajectory in the global tourism industry.

Beyond cultural tourism, Sharjah’s tourism strategy includes a strong focus on education, sports, and events tourism. The emirate has become a key player in the regional sports tourism sector, hosting major events like the Sharjah International Book Fair, the Sharjah International Film Festival, and numerous sporting events that attract visitors from around the world. These events play an integral role in bringing international attention to Sharjah and highlighting its status as a dynamic, culturally rich destination.

Sharjah’s role in shaping the region’s tourism landscape is not confined to the arts and culture alone. The emirate has invested heavily in developing luxury accommodations, leisure facilities, and state-of-the-art infrastructure that meet the needs of modern travellers. With high-end hotels, resorts, and entertainment venues, Sharjah appeals to both the traditional and contemporary tastes of tourists seeking luxury alongside cultural authenticity.

The SCTDA has made significant strides in its marketing efforts, utilising both traditional and digital media to reach potential tourists. Social media campaigns, collaborations with influencers, and targeted promotions in key international markets have all contributed to Sharjah’s growing recognition as a prime destination for both business and leisure travellers.