SCTDA Expands Sharjah’s Global Reach Through China Roadshow 2025

Sharjah, United Arab Emirates, May 20, 2025: As part of its strategy to enhance Sharjah’s presence on the global tourism map, Sharjah Commerce and Tourism Development Authority (SCTDA) led a delegation of 7 key partners from the tourism and travel sector to participate in the China Roadshow 2025. The event, that took place from May 14 to 19, spanned the cities of Shanghai, Guangzhou, and Hong Kong.

This initiative aligns with SCTDA’s efforts to expand its network of international partnerships and promote Sharjah’s new tourism identity “Visit Sharjah.” The campaign highlights the emirate’s unique blend of cultural and natural experiences, offering visitors from around the world—and particularly from China, one of the most promising tourism markets—a diverse range of attractions.

Sharjah delegation included representatives from prominent entities in the tourism, travel, and hospitality sectors, such as the Sharjah Investment and Development Authority (Shurooq), Al Zajil Travel & Tourism, Centro Sharjah Hotel, Novotel Sharjah Expo Centre, Sharjah Collection (The first leading local luxury hospitality brand in Sharjah), Sharjah Airport Travel Agency (SATA), and Emirates Airlines.

The roadshow focused on building and strengthening relationships with leading professionals in the Chinese travel industry, including travel agencies, wholesalers specializing in customized tourism products and services for individuals and groups, digital travel platforms, luxury and educational tourism companies, as well as organizers of meetings, incentives, conferences, and exhibitions (MICE).

The program also aimed to engage online booking platforms and travel technology firms. Through bilateral meetings and discussions, the initiative seeks to support the development of innovative travel packages designed to attract Chinese tourists to Sharjah and enrich their experience during their stay in the emirate.

Commenting on the initiative, His Excellency Khalid Jasim Al Midfa, Chairman of SCTDA, said: “This roadshow reflected Sharjah’s commitment to strengthening partnerships with the Chinese market, one of our most strategic tourism markets. Through this effort, we showcased the emirate’s exceptional offerings, which combines cultural depth, environmental diversity, family-friendly attractions, and adventurous experiences. These elements make Sharjah an ideal destination for Chinese travelers and guests seeking rich and unique content that caters to their leisure interests while enriching their understanding of the emirate’s culture, heritage, and history.

We believe in the importance of direct collaboration with our partners in the Chinese travel sector and look forward to empowering them to design inspiring packages and experiences that meet the aspirations of their clients in China and enhance their journeys to Sharjah.”

China remains one of the largest and most significant tourism markets globally. For Sharjah, it represents a rapidly growing source of visitors, as evidenced by the remarkable 800% increase in Chinese hotel guests in 2024 compared to 2023. This surge followed the resumption of flights between the UAE and China, alongside a significant rise of over 700% in the average length of hotel stays. These figures underscore the growing interest of Chinese visitors in exploring the depth of Sharjah’s tourism offerings.

The positive trend continued into the first quarter of 2025, with approximately 33,000 Chinese hotel guests recorded—a growth of nearly 79% compared to the same period last year.

During the roadshow, SCTDA highlighted a selection of Sharjah’s most prominent landmarks, including heritage and historical sites such as the Heart of Sharjah, Souq Al Shanasiyah, and Al Dhaid Fort. It also highlights unique destinations in the emirate’s Eastern Region, such as Najd Al Maqsar Village, Al Rafisah Dam Rest Area, and Khorfakkan Beach. Additionally, the tour features several contemporary and innovative destinations distinguished by their design and concept, which reflect either the cultural or environmental identity of the emirate, such as Al Noor Island, House of Wisdom, the Kalba Mangrove reserve, Buhais Geological Park, and Mleiha National Park.

The authority also presented Sharjah’s annual calendar of major events and conferences, which span various fields such as entertainment, culture, arts, sports, media, and business. Highlights include the Sharjah Light Festival, Tanweer Festival, Sharjah International Book Fair, Sharjah Heritage Days, UIM F1H2O Powerboat World Championship, Sharjah International Travel and Tourism Forum, Sharjah Government Communication Forum, and Sharjah Investment Forum, among others.

These efforts are part of the strong ties between the UAE—particularly Sharjah—and China, which extend across economic, cultural, educational, and scientific domains. Sharjah continues to support and implement initiatives and plans aimed at enhancing these connections on multiple levels.

Through its participation in the China Roadshow 2025, SCTDA aspires to open new avenues for collaboration, attract a broader segment of Chinese visitors, and solidify Sharjah’s position as a sustainable destination that seamlessly blends cultural authenticity, natural beauty, adventurous spirit, and innovative excellence.