The Sharjah Water Festival is some time away but its popular mascot, Mouj, is already seen in action wowing young visitors to the Sharjah Children’s Reading Festival that opened today (Monday, April 23) at the Expo Centre. The Sharjah Commerce and Tourism Development Authority is taking part in the popular children’s reading festival, being held under the theme, Discover Friends for Life, in an attempt to reach out to a younger audience through its popular ambassador, Mouj (Wave) and spread awareness about its activities and campaigns to promote Brand Sharjah.

The unique children’s reading festival was opened today by Sheikh Essam Bin Saqr Al Qassimi, Chairman of the Sharjah Ruler’s Office and will run up to May 2. On the day one of the unique reading festival, Mouj attracted considerable attention of young visitors as it interacted with them distributing Waves, the Sharjah Water Festival magazine for children, and other special publications and literature.

Besides celebrating the Sharjah Water Festival, which is hosted by the SCTDA in the month of December each year, Waves includes articles and features on the environment, comics and numerous competitions to develop the mental and intellectual skills and abilities of children. Several souvenirs and gifts were also handed out by Mouj, always extremely popular with children.

On this occasion, the SCTDA officials said that the Authority is keen to participate in all cultural events organised by the emirate throughout the year such as the SCRF, Sharjah International Book Fair, and Sharjah Heritage Days etc as it helps promote the emirate as a great tourist destination abroad as well as promote domestic tourism.

Such festivals and cultural events are accorded highest importance by Sharjah as they help promote cultures and exchange of experiences, in addition to providing visitors a great opportunity to see the Emirati and Sharjah culture up close, said an SCTDA official. The events like the SCRF not just provide children with healthy education and entertainment, they also refine their talents and develop them, he added.

On the sidelines of the SCRF, the SCTDA is also planning to hold workshops and painting contests for children to educate them about the heritage and important tourist and sites in the emirate.