“Sharjah” participates in ITB Berlin 2026, the leading global travel and tourism platform

Sharjah is gearing up to participate in ITB Berlin 2026—the world’s largest trade event specializing in the travel and tourism sector—taking place from 3 to 5 March 2026. The participation will be under the umbrella of the Sharjah Pavilion. The delegation, alongside the Sharjah Commerce and Tourism Development Authority (SCTDA), includes 20 entities from the emirate’s public and private sectors, a step that reflects the unification of plans and efforts, strengthens Sharjah’s presence, and consolidates its position on the global tourism map.
During the exhibition, Sharjah’s delegation will showcase a range of prominent tourism and development projects that contribute to supporting the growth of the tourism sector and enhancing its contribution to the national economy, in addition to highlighting the diversity of tourism experiences the emirate offers—stemming from its varied landscapes, natural environments, and urban projects—from the center of theCity to the Central Region and through to the Eastern Region. The participation also highlights Sharjah’s integrated cultural ecosystem, which includes a wide array of specialized museums, nature reserves, archaeological and historical sites, forts and castles, as well as destinations and sites listed under UNESCO heritage. In addition, Sharjah’s distinctive beaches and waterfronts—key attractions for visitors—reflect the diversity of the emirate’s tourism experience.
The participation also underscores the variety of hotel accommodation experiences that distinguish the emirate, with each project offering a unique character that reflects the identity of its location and provides diverse stays combining luxury, nature, and heritage. With its commitment to preserving and safeguarding its cultural legacy and the authenticity of its identity, Sharjah continues to solidify its standing as a destination that brings together heritage and modernity, offering an integrated tourism model that balances development, sustainable growth, and the preservation of cultural identity. This comes within the framework of Sharjah’s commitment to continuing to develop high-quality projects that enhance the sustainability of the tourism sector and strengthen its position as a fully integrated global destination that combines culture, nature, entertainment, and adventure experiences across the region.
In this context, His Excellency Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, said: “Sharjah’s participation in ITB Berlin this year comes within the framework of a comprehensive strategic vision aimed at enhancing the emirate’s global competitiveness and consolidating its position as a leading, world-class tourism and cultural destination, in line with the visions and directives of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, in supporting the journey of sustainable development. Through this participation, we continue to strengthen Sharjah’s presence in international markets by promoting the tourism attractions the emirate abounds in, and by showcasing its tourism and development projects that contribute to developing an integrated tourism ecosystem combining culture, nature, entertainment, and authenticity—enhancing the emirate’s appeal to businesspeople and decision-makers, and providing authentic tourism experiences that enrich the visitor’s journey.”
Al Midfa added: “This participation is of particular importance given the status of the European market as one of the main tourism source markets, including the German market, which has shown growing interest in cultural and eco-tourism and authentic experiences—an alignment with the assets and strengths of Sharjah. From this standpoint, we are keen to strengthen the emirate’s presence in these markets by promoting its tourism projects and diverse attractions, in addition to focusing on expanding our network of strategic partnerships with various international partners, in a manner that supports the achievement of long-term added value for the tourism sector as one of the most important pillars of the national economy.”
Sharjah’s participation in ITB Berlin aims to strengthen its presence on the international tourism scene and to highlight the diversity of its tourism products and its cultural and natural assets and distinctive tourism experiences. Through this participation, the emirate seeks to consolidate its position as a leading destination for family and leisure tourism, enhance communication with decision-makers and experts in the global tourism sector, and explore opportunities for cooperation and partnerships with European markets—particularly the German market—given that it is among the key tourist source markets.
In recent years, the emirate has witnessed noticeable growth in the number of hotel guests from European markets, with their share rising to 20% in 2025 compared to 16% in 2024. This reflects Sharjah’s increasing appeal to European tourists and its advanced position on the international tourism map. The emirate seeks to sustain this growth and increase visitor numbers in the coming years, reflecting its commitment to delivering an exceptional and diverse tourism experience that meets the aspirations of all visitors.
Sharjah’s delegation participating alongside the Sharjah Commerce and Tourism Development Authority at the exhibition includes a number of prominent government entities from the emirate, such as: the Environment and Protected Areas Authority; Sharjah Airport Authority; Sharjah Museums Authority; Sharjah Investment and Development Authority (Shurooq); Sharjah Institute for Heritage; Sharjah Sports Council; Sharjah Old Cars Club; Sharjah Asset Management; in addition to Sharjah International Marine Sports Club.
The participating private-sector entities include: Arada for Real Estate Development; Air Arabia; Sharjah Airport Travel Agency (SATA); “The Chedi Al Bait” Hotel; Sheraton Sharjah Beach Resort & Spa; Sharjah National Hotels; Coral Beach Resort Sharjah; Occidental Sharjah Grand; Golden Sands Hotel & Residences Sharjah; The Tour Designers; in addition to TravTalk magazine.