Sharjah puts Emirati heritage in spotlight at ITB Berlin

The 403-sq.m Sharjah pavilion that showcases various festivals, events and tourist attractions of the emirate also includes Heritage Corner featuring live performances and activities celebrating the best of UAE's culture, cuisine, folklore, arts including henna-painting etc.

The visitors are offered an up close and personal experience of the traditional life in Sharjah and the UAE.

Many German and European visitors are seen enjoying a slice of this unique cultural experience as they partake of traditional Emirati sweets, dates and even pose for pictures in traditional Emirati and Arabian costumes.

HE Khalid Jasim Al Midfa, Director General, Sharjah Commerce and Tourism Development Authority, said, "The Authority is keen to promote the Emirati identity and heritage in international events and exhibitions such as ITB and festivals and family entertainment and fun events at home. Such events offer a window into Emirati customs, traditions and heritage encouraging tourists to visit the emirate and discover a distinct cultural tourism experience, he emphasised."

Pointing to the diversity of Sharjah's tourism product, Al Midfa said that the emirate offers modern and high-end hotels, well-developed tourism infrastructure that goes with an endless array of museums, archaeological sites, rich heritage, diverse cultural and scientific research centers and archaeological sites.

"Heritage occupies a prominent place in Sharjah and today heritage and cultural tourism figure high on the list of tourists from around the world. Tourists today are increasingly keen to discover genuine culture, history and traditions of ancient civilizations," said Al Midfa.

Al Midfa said, "The Authority is exploiting all options and opportunities to boost Sharjah's position on the world tourism map. He said Sharjah's presence at ITB Berlin, which is the premier event of its kind in the world, has opened new avenues of opportunities for the emirate and boos cooperation with major global destinations and policymakers and investors."

Headed by the SCTDA, Sharjah delegation includes prominent names in the emirate's tourism and hospitality sector such as Sharjah Airport Authority, Shurooq, Air Arabia, Sharjah Healthcare City, Sharjah Environment and Protected Areas Authority (EPAA) Sharjah Museums Department, Sharjah National Hotels, Radisson Blu, Orient Tours, FM Holidays and Arabian Link Tours.

This is Sharjah's 16th year of participation in the international travel and tourism convention in the German capital. In the course of its journey, the emirate has earned itself several awards and accolades at the ITB including the Best Middle East Exhibitor Award last year.