After the grand success of the Sharjah Water Festival and Sharjah Light Festival, an upbeat Sharjah Commerce and Tourism Development Authority is heading to the high profile International Tourism Bourse, taking place in the German capital Berlin from March 7 to 11 for the 15th consecutive year.

The move is part of the SCTDA’s efforts to promote Sharjah as a complete international tourism destination celebrated for its heritage, culture, education and sports infrastructure as well as business opportunities and MICE facilities.  The emirate attracted more than 1.5 million tourists last year and nearly 150,000 of them were from Germany.

The SCTDA is heading a delegation of Sharjah’s government  departments and representatives from public and private sectors, including the Sharjah Investment and Development Authority (Shurooq), Sharjah Airport Authority, Sharjah Media Centre, Sharjah Museums Department, Sharjah National Hotels, Coral Beach Resort, Sharjah Beach Hotel and Orient Tours.

Commenting on the upcoming Berlin event, SCTDA Chairman Mohamed Ali Al Noman said that Sharjah’s success in the ITB all these years has added to the expectations and responsibilities of the Authority.

He said: “The ITB is one of the most prestigious travel and tourism events in the world with more than 11,000 exhibitors being part of the exhibition.  More than 180,000 people visit ITB Berlin every year. It is a very good platform and opportunity to showcase Sharjah and all the fun, opportunities and services it offers to visitors from around the world. It is all the more important considering Sharjah attracts the largest number of tourists, after Russia, in Europe from Germany.”

Sharjah comes at the top of the German list of favourite destinations for its cultural and heritage features and numerous tourist attractions. And the emirate is eyeing a still bigger share of the massive German and European tourism market.

Al Noman said the Authority is keen to position Sharjah as a world class tourist destination for the entire family that can compete with the best of the best from around the world.

The distinctly designed Sharjah stand, 403 sq. meters in width, will provide the visitors with publications, information and news about the emirate, its history and tourist attractions both in German and English.  The Sharjah stand will also have a Heritage Village offering the visitors a peek into the emirate’s unique culture, history and heritage.  The ITB Berlin is considered the top notch event of the travel and tourism industry bringing together the best and brightest in the business.