In brief
For its 23rd consecutive year at the World Travel Market, Sharjah’s Commerce and Tourism Development Authority unveiled a ‘Visit Sharjah’ pavilion emphasizing eco‑tourism and sustainable experiences across the emirate. The exhibit, presented by more than 20 government and private entities, highlights natural landscapes, cultural heritage, and new development projects while leveraging advanced digital displays. The initiative targets the UK and other European markets to bolster Sharjah as a global sustainable tourism destination.
At the World Travel Market in London, the Sharjah Commerce and Tourism Development Authority (SCTDA) opened its ‘Visit Sharjah’ pavilion on November 3‑5, 2026, showcasing the emirate as an eco‑friendly, adventure‑filled destination.
The pavilion features a portfolio of eco‑tourism projects and culturally immersive experiences that draw visitors into Sharjah’s deserts, mountains and coastlines while promoting low‑impact travel. Highlights include guided wildlife walks, dune‑bashing with solar‑powered vehicles and marine conservation tours that illustrate Sharjah’s commitment to sustainability.
Collaborative Showcase
More than 20 government and private‑sector entities from Sharjah are present, each representing a segment of the emirate’s tourism offering. The cooperation between public bodies and local businesses reflects a holistic strategy to deliver diverse, sustainable travel packages to the global market.
SCTDA’s delegation aims to strengthen relationships with European partners, with particular focus on the United Kingdom, Germany and France. The UK is highlighted as a key market where travelers seek authentic cultural encounters alongside pristine natural experiences.
By presenting their tourism assets in a single, unified pavilion, Sharjah demonstrates a unified brand identity that integrates heritage preservation with cutting‑edge environmental practices. The pavilion’s design uses sound‑scaping and large‑screen video to share stories of the desert, coastal ecosystems and mountain trails, giving visitors a virtual preview of Sharjah’s nature‑based adventures.
Emphasis on Sustainable Development
New development projects are featured throughout the exhibit, showing how Sharjah incorporates sustainable construction and green certification into the growth of its hospitality sector. Demonstrations include modular towers built with recycled materials and beachfront resorts powered by renewable energy.
Each accommodation highlighted in the pavilion states how its setting—whether by the sea, in the mountainous interior or within the heart of the desert—offers a distinctive, low‑impact experience. The emphasis on unique, nature‑centric stays showcases how Sharjah’s tourism can thrive while preserving its fragile ecosystems.
Eco‑tourism is positioned not only as a niche attraction but as a core pillar of the emirate’s broader tourism strategy. The pavilion outlines initiatives that reduce carbon footprints, protect biodiversity, and incentivize community involvement in eco‑efforts.
The conference venue, ExCeL London, provided a digital platform for the pavilion’s audio‑visual displays, supporting interactive narratives that allow participants to explore Sharjah’s landscapes remotely. Digital technology is presented as a tool to reduce the need for physical travel to a few highlight tours, thereby lowering general environmental impact.
The pavilion’s engagement also involves Ruqayyah Vincent, the SCTDA’s Chief Sustainability Officer, who outlined how the emirate will increase visitor capacity on the coast while protecting marine habitats. Her remarks, presented onsite, emphasize the use of data‑driven policies to monitor ecological health.
By encouraging European travelers to choose Sharjah for its sustainable offering, the emirate seeks to establish itself as a climate‑conscious holiday destination. The presentation aligns with the vision of His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi, who has pledged to further develop tourism alongside environmental stewardship.
Overall, the ‘Visit Sharjah’ pavilion serves as a dynamic platform that combines local heritage, adventure tourism, and eco‑friendly practices. With digital storytelling and collaborative participation, Sharjah positions itself as a leading global tourism player committed to sustainability and ecological preservation.
