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The Sharjah Commerce and Tourism Development Authority is organising an integrated display at Arabian Travel Market 2026 under the Visit Sharjah banner, the SCTDA said in an announcement on September 8. The pavilion will unite more than 30 government and private sector entities to showcase recent projects, initiatives and enhanced visitor offerings across the emirate’s tourism landscape. SCTDA participation at the event, scheduled for September 14 to 17 at Dubai World Trade Centre, builds on the authority’s ongoing efforts to position Sharjah as a multifaceted destination blending culture, nature and hospitality.
A redesigned pavilion concept will debut at the exhibition, according to the SCTDA. The centrepiece consists of a 360-degree immersive digital installation that merges high-resolution visual displays, spatial audio and responsive lighting to transport attendees to prominent sites. The experience encompasses key attractions and signature events, including the Sharjah Light Festival, allowing partners and trade visitors to engage directly with the emirate’s diverse appeal.
Visitors to the pavilion will follow a structured route that highlights distinct areas of the emirate, the authority reported. The itinerary begins with the cultural and heritage offerings of Sharjah city before moving to desert adventures and outdoor activities in the central region and concluding with the natural, marine and mountainous features of the east coast. Wide digital screens and dedicated storytelling stations will complement partner zones to present a unified identity under the Visit Sharjah brand.
His Excellency Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, said the participation represents a strategic platform that reflects the integration of efforts between public and private entities. “Sharjah’s participation in Arabian Travel Market 2026 represents a strategic platform that reflects the integration of efforts between public and private entities,” Al Midfa stated. “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.”
Al Midfa added that the pavilion will highlight the exceptional diversity of Sharjah’s tourism assets while exploring innovation and technology. “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,” he said. “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.”
The Sharjah pavilion will host a dedicated press conference on September 16 at 1:00 pm, SCTDA officials confirmed. His Excellency Khalid Jasim Al Midfa will lead the briefing alongside representatives from participating government bodies and private companies. The session is expected to outline sector performance, upcoming infrastructure and strategic priorities for the coming period.
Sharjah hotels received 2.1 million guests during 2025, a 22 percent increase from the prior year, Cavendish Maxwell research showed. The 102 properties generated revenues of AED780 million, while average occupancy stood at 78 percent with an average daily rate of AED305. Supporting infrastructure gains included 19.5 million passengers at Sharjah International Airport, up 14 percent, as the facility progresses toward a 20 million annual target by 2027. Organisers of Arabian Travel Market, now in its 33rd edition, said the 2026 gathering will convene more than 55,000 professionals from 166 countries alongside over 210 speakers addressing topics from investment to sustainability across more than 80 sessions.
