SCTDA leads a multi-city visit building strategic partnerships with tour operators and hospitality leaders to enhance Sharjah’s appeal as a premier destination for Russian travellers.
Sharjah, 17 October 2024
The Sharjah Commerce and Tourism Development Authority (SCTDA), alongside a distinguished delegation of Sharjah entities, has concluded a multi-city roadshow across prominent Russian cities, including Moscow and St. Petersburg. This initiative aimed to enhance Sharjah’s standing as a premier destination for Russian tourists by highlighting the emirate’s rich cultural, historical, and natural attractions.
By actively engaging with Russian tour operators, hospitality representatives, and leading hotels, the roadshow sought to forge deeper connections within Russia’s tourism sector in a collaborative approach that is essential for developing tailored travel packages that resonate with the preferences of Russian travellers. The delegation comprised key representatives from various tourism sector representatives, including Sharjah Airport Authority, Sharjah Collection under the Sharjah Investment & Development Authority (Shurooq), Sharjah Collection managed by Shurooq, Sharjah National Hotels, Sharjah Airport Travel Agency, Emirates Airline, as well as Air Arabia, Aeroflot – Russian Airlines.
Building on its long-standing relationship with Russia, the delegation from Sharjah reinforced the emirate’s appeal to this substantial market by sharing updates on new developments, luxury offerings, and unique experiences in line with the preferences of Russian tourists.
Sharjah’s growing popularity in the Russian market
According to data over the first eight months of 2024, Russia has emerged as the leading source market for Sharjah, accounting for 21% of the total market share with 86,300 hotel guests. This impressive performance followed the surge of an 88% increase witnessed in 2023, underscoring Sharjah’s growing appeal among Russian visitors. In comparison, 2022 saw a total of 238,185 Russian hotel guests, marking a 39% growth over the previous year, with a 17% market share. The consistent upward trend in Russian visitors highlights Sharjah’s expanding attractiveness as a preferred destination for this key market.
His Excellency Khalid Jassim Al Midfa, Chairman of SCTDA, commented on the strategic importance of the roadshow, saying: “Russia has been a key tourism market for Sharjah, and we are excited to build on this momentum. The Russia Roadshow allows us to connect directly with key stakeholders and present Sharjah’s comprehensive tourism offerings—spanning culture, adventure, and family-friendly experiences. This is an important opportunity to enhance partnerships and promote Sharjah as the ultimate destination for Russian tourists.”
The SCTDA Chairman added, “Looking ahead, several exciting tourist projects are set to enhance Sharjah’s appeal as a premier travel destination in the coming years. Notable developments include Jebel Deem, Ghamam (above the clouds), a crescent-shaped attraction offering panoramic views—and the Kalba Gate, connecting the scenic Hanging Gardens to Al Hefaiyah Lake via a beautifully designed walkway. These projects reflect Sharjah’s commitment to sustainable tourism and cultural preservation while promising unique experiences that celebrate the emirate’s natural beauty.”
Al Midfa concluded, “Sharjah is committed to providing Russian tourists with unforgettable experiences that blend world-class hospitality with rich cultural heritage and natural beauty. The ongoing efforts to engage with key stakeholders in Russia’s tourism sector will further solidify Sharjah’s reputation as a favored destination for travelers from this important market.”
Sharjah’s unique blend of cultural, natural, and luxury experiences
Sharjah’s diverse tourism offerings cater to a wide range of interests, and the emirate’s appeal to Russian tourists is rooted in its unique blend of cultural, natural, and luxury experiences. From pristine beaches on both the Arabian Gulf and Indian Ocean coastlines to rich heritage sites like the Heart of Sharjah and Mleiha Archaeological Centre, the emirate offers something for every type of traveller. Visitors can also enjoy a plethora of exciting activities ranging from desert safaris and water sports to luxury glamping and wildlife conservation experiences.
The ‘Sharjah Collection’, developed and managed by Shurooq, has proven to be a major drawcard featuring sustainable luxury retreats and historic boutique experiences, further enhancing the emirate’s portfolio of world-class accommodations. Additionally, year-round events such as the globally renowned Sharjah International Book Fair, Xposure International Photography Festival, Sharjah Light Festival, and F1H2O Championship have provided compelling reasons for tourists to explore Sharjah’s vibrant cultural landscape, year after year.
Strengthening travel connections between Sharjah and Russia
The roadshow was part of SCTDA’s broader strategy to increase visitor numbers and enhance travel connections. With Sharjah International Airport undergoing a $327 million expansion aimed at increasing capacity to 20 million passengers annually, the emirate is well-positioned to accommodate growing international traffic. The airport also offers direct flights to several Russian cities, including Moscow, Yekaterinburg, Kazan, Ufa, and Samara, primarily operated by Air Arabia. This enhanced connectivity ensures seamless travel between the two regions, further supporting tourism growth.
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