DRMumbai: The concerted marketing efforts and the addition of new infrastructure and experiences are working wonders for Sharjah. In 2017, the Emirate welcomed 1.8 million guests, who stayed in 102 accommodations, 56 of which were hotels and 46 were hotel apartments. The first quarter of 2018 witnessed an 8 per cent growth.
“The total number of visitors to the Emirate is much more but we report only the number of hotel guests as that can be measured accurately,” said Khalid Jasim Al Midfa, Chairman, Sharjah Commerce and Tourism Development Authority (SCTDA).
Sharjah has over 10,000 hotel rooms in the classified category and is planning to add 5000-plus rooms in the next three years. “All sanctions are in place for the new hotel projects.” The average occupancy is little below 80 per cent and the average length of stay has been improving year-on-year.
“The average length of stay was 1.9 days a few years back and in 2016 it was 2.1. In 2017, it touched 2.3 days. We are gradually increasing the figure.” The major source markets are GCC, Russia and CIS, India, China and Europe, in that order. “We operate 112 Air Arabia flights every week to 13 different destinations between India and Sharjah. Every week there are 1070 flights and a load factor of 95 per cent between India and the UAE. This will give you a rough idea about the number of travellers we host from India,” said Al Midfa.
Sharjah targets mainly families and business segments. In 2017, the Emirate hosted 3000 events, big and small. “All of the events are suitable for families and this is our USP. We want to grow our tourism receipts but without compromising our culture and ethos. We want a balance between commerce and tradition.”
In 2015, Sharjah announced its ‘Vision 2021’ programme which aims to touch the 10-million visitor (including hotel guests) mark. “At that time we had 5.4 million visitors. We are doing extremely well and will review our performance later this year. We will recalibrate our target if we have to.”
Sharjah International Airport currently has the capacity to manage 10 million arrivals but is already handling 11.3 million. An expansion programme costing AED 1.5 billion is underway and the airport will be ready in 2022. Sharjah’s vision for what could be the largest safari park project outside Africa is getting closer to reality. Seih Al Bardi Park will be spread over an area of 14 sq. km. (about 3,500 acres). It will be transformed into a wildlife safari park that contributes to wildlife conservation efforts, accommodating up to 50,000 animals.
The plan is part of a comprehensive strategy to turn the Al Dhaid area into a tourism destination while expanding Sharjah’s endangered wildlife breeding programmes. In 2016, Sharjah opened the new 12 sq. km. (3000 acres) Al Hefaiyah Mountain Conservation Centre in the Hajjar mountains to the public. Other wildlife reserves and centres open to the public include the Wasit Wetland Centre in Sharjah city, Kalba Bird of Prey Centre near the Emirate’s east coast and Arabia’s Wildlife Centre on the Al Dhaid road.
Hotels and hotel apartments generated AED 694 million in revenue in 2017, up from AED 668 million in 2016. Hotels accounted for about 75 per cent of the total revenue receipts. The new statistics showed a remarkable increase in the number of Russian tourists at 2,66,068, following the move to allow visa-on-arrival entry to the UAE.
Additionally, the number of Chinese tourists during the same period accounted for a massive 45 per cent of the total visitors, while the number of Europeans visiting the Emirate climbed at an unprecedented rate of 36 per cent.
Developments of a variety of key projects are currently underway.
The new Khorfakkan road project, one of the largest development projects in Sharjah, which opened in April, allows visitors easy access to the stunning natural treasures of the east coast, AED 60-million Al Badayer Oasis Project; Kalba Kingfisher Lodge project; Al Bait Hotel; Novotel Sharjah Expo; Sharjah Anantara Resort; Pullman Hotel; Fossil Rock Lodge; and DoubleTree by Hilton Sharjah. Al Montazah Amusement and Water Park will also reopen soon after a whopping AED 100 million renovation.
