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The Sharjah Commerce and Tourism Development Authority brought together more than 36 government and private sector partners at its new Visit Sharjah pavilion during Arabian Travel Market 2026, which took place from September 14 to 17 at the Dubai World Trade Centre. According to the authority, the pavilion debuts an innovative concept for international travel exhibitions centered on digital technologies and visual storytelling that deliver immersive experiences of the emirate’s attractions. The display guides visitors through Sharjah’s three main regions, beginning with the cultural and heritage sites of Sharjah city, moving to desert adventures and activities in the central area, and concluding with the natural, marine and mountainous offerings of the eastern coast.
A 360-degree immersive digital zone forms the pavilion’s centerpiece, combining visual projections, surround sound and interactive lighting to let attendees explore key destinations and major events such as the Sharjah Light Festival. Sharjah24 reported that the setup creates an integrated interactive platform enabling both visitors and trade partners to engage directly with Sharjah’s diverse tourism assets. The authority positioned the new design as a fresh approach to presenting the emirate’s offerings at global exhibitions.
The pavilion hosted a dedicated press conference on September 16 attended by Khalid Jasim Al Midfa, chairman of the Sharjah Commerce and Tourism Development Authority, along with senior officials from participating entities. Al Midfa told Sharjah24 that this marks the emirate’s 29th appearance at Arabian Travel Market, the largest event of its kind in the region that convenes global specialists in travel, tourism and aviation. He pointed to growing interest in Sharjah as a destination delivering unique, high-quality experiences and forecasted continued expansion of the sector in the years ahead.
Among the partners present, Sharjah International Airport promoted its recently announced routes to Frankfurt, Dusseldorf and Munich in Germany while updating attendees on its passenger terminal expansion. Ali Salem Al Midfa, chairman of the Sharjah Airport Authority, said in remarks carried by Sharjah24 that the project will eventually handle up to 25 million passengers per year, with advanced construction progress set to enable phased openings by late 2027. He added that passenger traffic had climbed to around 1.55 million in July and 1.67 million in August, demonstrating strong confidence in the emirate’s aviation and tourism infrastructure.
Other participants at the Sharjah pavilion included the Sharjah Museums Authority, the Environment and Protected Areas Authority represented by Sharjah Safari, the Sharjah Institute for Heritage, the Sharjah Sports Council, the Sharjah Broadcasting Authority, Sharjah Asset Management, the Sharjah Classic Cars Club and the Sharjah International Marine Sports Club. These organisations collectively presented the latest projects, initiatives and visitor experiences spanning Sharjah’s tourism ecosystem. The authority’s coordination of the integrated stand aimed to deliver a unified message about the emirate’s capabilities to international buyers and media at the market.
Arabian Travel Market has established itself as a premier platform for forging partnerships and showcasing developments across the Middle East travel industry. Sharjah’s participation aligns with wider national efforts to elevate the UAE’s profile as a unified tourism destination, as evidenced by concurrent announcements from federal authorities during the same event. The SCTDA indicated that such engagements help strengthen connectivity, attract new visitor segments and support sustainable growth across the emirate’s tourism offerings.
