Sharjah Tourism Advisory Committee meets

In a meeting that was held in order to enhance Sharjah's position in the tourism sector, SCTDA's Director Mohamed Al Noman gathered senior representatives from Sharjah Tourism's key players; including hoteliers, tour operators, the Sharjah International Airport Authority, Air Arabia and Qanat Al Qasba.

Mr. Al Noman, welcomed all committee members on behalf of SCTDA Chairman H.E Shaikh. Tariq bin Faisal Al Qassimi and thanked them for their contribution to the tourism sector of Sharjah.

The meeting opened with a discussion on the accomplished activities for the year 2005, major developments in the tourism sector and the real growth in business.

An open debate was mainly focused on what will be the most efficient way to improving the tourism sector. All members came to a consensus on the necessity of developing a new approach in presenting Sharjah as a unique family tourist destination. It was also agreed that the joint effort of all players in the tourism industry must continue to present new offers to attract more tourists to Sharjah. Already in 2005, the tourism sector in Sharjah had reached it highest occupancy rate achieving 94%. This was a 10% increase from the previous year.

More focus will be given to regional and international tourism with all members agreeing that 'Destination Marketing' should be given priority for the coming year; where Sharjah will promote itself as a unique cultural and heritage family destination via the use of promotional campaigns, road shows and other tourist activities.

On marketing plans for the remainder of 2006, Al Noman stated that Sharjah should increase its exposure to a wider international market. One of the main suggestions was to increase focus on the German and Russian markets. In previous years both of these countries recorded the highest rate of tourists coming to Sharjah.

Mr. Al Noman suggested to source out various PR agencies for the German market and for a final decision to be made on the receipt of proposals, advising members to send in their recommendations for PR agencies. In addition to the German and Russian markets, an emphasis should also be placed on increasing traffic from other European countries such as France, Switzerland, Italy and Eastern Europe.

The means in which the emirate should be marketed to these countries included a greater amount of investment that not only promoted Sharjah through the attractiveness of its hotels and resorts, but also as a destination rich in culture, heritage and activities, which includes museums, diving and family entertainment.

The members agreed that it would be essential to increase Sharjah's global exposure through its participation in various international tourism exhibitions, including the Tourism Fair in Turkey (EMITT), the World Travel Market in London and world trade fair in china, the various Tourism Fairs in Russia, and the Bourse Fair in Berlin. Members also emphasized the importance of the yearly road show that the Authority helds of the GCC countries and discussed the business plan for this year.

Mr. Al Noman re-alliterated the importance of members working closely together in order to develop the tourism sector in Sharjah in the quickest and most efficient way possible. Already announced was the SCTDA's intention to establish the hotels classification system in 2004; special tourism courses for the front desk staff at Sharjah hotels and a certified tour guides courses. Qanat Al Qasbah intended to confirm its participation in an exhibition in Paris, while Air Arabia agreed to work with Sharjah Tour Operators and Hotels in a bid to facilitate and create more promotions during any low season.

Additional announcements which were made included the January 2007 completion of Sharjah Airport, which will accommodate 8.5 million passengers and the upcoming Oud Concert to be held in Qanat Al Qasbah.

As the meeting came to a conclusion, Al Noman promised to be in contact with all relevant government departments and said:

"We think that holding this meeting will positively affect our performance. We also believe that communication is the key word at this stage. We need to be more transparent in the way we perform our jobs and more active in fulfilling our plans".