Saturday, May 31, 2025
UAE’s Sharjah is aggressively pursuing ambitious tourism growth by strengthening its connectivity and ramping up targeted marketing efforts toward key markets including China, Hong Kong, Qatar, and Oman. These strategic moves come in response to rising traveler demand and improved bilateral relations, supported by new direct flight routes and eased visa regulations. By tailoring its tourism offerings and enhancing accessibility, Sharjah aims to attract a broader spectrum of visitors, extend their stays, and position itself as a leading cultural and eco-tourism destination in the region.
The delegation comprised a varied group of travel sector professionals—ranging from hotels and tour operators to an airline—working together to highlight Sharjah’s growing range of tourism offerings. Importantly, the roadshow also revived the long-dormant annual Hong Kong workshop, which had been on hold since 2016, reflecting a renewed commitment to reengage with this key market.
As the UAE’s third-largest city, Sharjah has continuously enhanced its tourism offerings, even amid the challenges posed by the global pandemic. A standout development has been the 2022 unveiling of Sharjah Safari Park—the largest safari park outside Africa—positioning the city as a unique eco-tourism destination. Additionally, plans are underway to open several new hotels by late 2025, aiming to broaden accommodation options and meet rising demand. This expansion aligns with growing traveler interest in sustainable and culturally immersive experiences, as visitors increasingly seek meaningful connections with the destinations they explore.
One of the most impressive signs of Sharjah’s tourism rebound is the exponential growth in visitors from China. After a period with no direct flights, hotel stays from Chinese tourists skyrocketed by 800% in 2024. This momentum carried into early 2025 with an additional 79% increase in the first quarter alone. The Chinese market—including travelers from Hong Kong—has rapidly become one of Sharjah’s leading sources of international visitors, underscoring a strong post-pandemic recovery.
To better serve both group travelers and independent tourists (FITs) from China, SCTDA has tailored its services to meet their specific preferences. This includes offering Chinese-speaking guides and culturally adapted amenities. For example, Novotel Sharjah, which opened in 2019, is set to expand its twin-bed room availability from 40 to 50 rooms by mid-June. Meanwhile, Sharjah Airport Travel Agency offers flexible travel packages ranging from two to seven nights, often combined with visits to Dubai or Abu Dhabi, thereby providing visitors with a seamless multi-city experience within the UAE.
Looking ahead, SCTDA intends to establish this roadshow as an annual fixture, supported by ongoing promotional activities via its regional offices. Efforts will include participation in trade exhibitions, hosting B2B meetings, and conducting targeted sales missions focused on wholesalers and mid-sized travel agencies. These actions are designed to deepen Sharjah’s engagement with key travel partners and secure a steady flow of visitors from the Chinese market.
A core element of this strategy is nurturing strong partnerships with travel agents seeking fresh and compelling destination experiences for their clients. Building these relationships is essential for maintaining Sharjah’s appeal and keeping the destination at the forefront of industry and traveler awareness.
The travel behavior in China has evolved significantly, shifting away from traditional large group tours toward more independent travel. This change is driven by increased confidence in online booking platforms and digital tools. The roadshow attracted robust interest, with 65 agents participating in Shanghai and 75 in Guangzhou, focusing predominantly on small to mid-sized operators who cater to this growing segment of savvy, flexible travelers.
Hospitality venues like Novotel Sharjah Expo Centre have experienced consistent growth in bookings from Chinese leisure groups throughout the past year. While the Chinese tourist segment is still smaller compared to key markets such as the Gulf Cooperation Council (GCC) nations, India, and Russia, it demonstrates significant potential for expansion. Additionally, the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry presents valuable prospects, especially with fresh collaborations established during the recent roadshow events.
Sharjah’s appeal is further boosted by recent visa policy enhancements across the Gulf region. Starting May 15, both Qatar and the UAE implemented 30-day visa waivers for travelers from Hong Kong, making cross-border travel easier and more convenient. Additionally, Oman has increased its visa-free stay duration from 10 to 14 days, promoting greater regional tourism flow. Alongside these eased entry requirements, Emirates Airlines plans to inaugurate direct flight routes between Dubai and the Chinese cities of Shenzhen and Hangzhou in July 2025, significantly improving travel accessibility for visitors from China.
UAE’s Sharjah is targeting ambitious tourism growth by improving connectivity and launching focused marketing campaigns toward China, Hong Kong, Qatar, and Oman, aiming to attract more visitors and boost longer stays. These efforts leverage new flight routes and eased visa rules to position Sharjah as a top cultural and eco-tourism destination.
With these positive developments in place—strengthened diplomatic relations, improved air connectivity, and proactive market engagement—SCTDA expects to sustain strong growth from the Chinese visitor segment, anticipating double-digit increases by year-end 2025. This forward-looking approach solidifies Sharjah’s emerging reputation as a culturally rich, eco-friendly, and accessible destination that appeals to a broad spectrum of travelers in the evolving global tourism landscape.
