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The Sharjah Chamber of Commerce and Industry and the Sharjah Commerce and Tourism Development Authority staged the promotional activation at Sharjah International Airport to serve as an immediate engagement point for families and children arriving in the emirate. The event featured the campaign mascot Shamsa greeting travellers and handing out complimentary tickets to Shamsa Entertainment City along with discount coupons for family attractions including Al Noor Island and Pearls Kingdom Waterpark. According to a joint statement from the two bodies, the initiative forms the opening element of a wider summer programme designed to introduce visitors to Sharjah’s integrated portfolio of leisure, cultural and retail experiences from the moment they land.
The statement detailed that Sharjah Summer Promotions 2026, which launched on July 1 and now runs until Sept. 15, encompasses more than 60 tourism packages, hotel stays and retail discounts reaching up to 75 per cent at outlets across the emirate. Organisers have lined up more than 700 prizes, among them 51 grand prizes such as 30 gold bars, Dh100,000 vouchers and a luxury car sponsored by Kandi Cars, to be awarded through five digital draws at participating malls. The campaign has attracted support from more than 55 partners spanning government entities, private retailers, hospitality providers and tourism sites, with additional entertainment programmes including children’s workshops and pop-up stores at venues such as City Centre Al Zahia, Mega Mall and Oasis Mall.
Sharjah Commerce and Tourism Development Authority data shows the emirate drew 1.6 million hotel guests in 2024, an 11 per cent increase on the previous year, before achieving a further 38 per cent rise in overall tourism performance during 2025 driven by strong international arrivals including more than 172,000 visitors from India. Mohammed Ahmed Amin Al-Awadi, director-general of the Sharjah Chamber of Commerce and Industry, said in the statement that the extension of the promotions until Sept. 15 reflects the strong partnership between the chamber and the tourism authority. Al-Awadi added that the integrated summer programme supports sustainable growth across the emirate’s retail and commercial sectors while reinforcing Sharjah’s appeal as a comprehensive family destination.
Sharjah International Airport recorded 19.48 million passengers in 2025, a 13.9 per cent increase from 17.1 million in 2024, according to figures from the Sharjah Airport Authority that also noted a rise in aircraft movements to 116,657. The authority’s statistics place the airport as the third busiest in the UAE, with capacity expansion plans targeting 25 million passengers annually by 2027. Thursday’s welcome event therefore aligns with continued passenger growth by converting initial arrivals into extended stays through immediate access to discounts and attractions.
The joint statement described the airport activation as a proactive measure that positions Sharjah’s diverse offerings, advanced infrastructure and family-focused experiences at the forefront for inbound travellers. Entertainment elements at the airport and subsequent mall programmes include interactive sessions with the Shamsa mascot and opportunities to enter the prize draws directly. Final draws are scheduled to conclude at 06 Mall on the campaign’s closing date.
Participating shopping centres have hosted ongoing activities since early July, including Shamsa Mobile Store pop-ups that deliver exclusive promotions and family entertainment tied to the broader summer calendar. The statement noted that the campaign’s structure combines retail incentives with cultural and leisure components to sustain visitor momentum through the peak summer period. SCTDA and SCCI continue to monitor participation levels to assess the impact on hotel occupancy and attraction footfall across the emirate.
