The Sharjah Commerce and Tourism Development Authority (SCTDA) staged a roadshow in Shanghai, Guangzhou and Hong Kong last week to attract more visitors and encourage longer stays.
Led by chairman Khalid Jasim Al Midfa, the delegation included five travel trade suppliers, from hotels and travel agents to an airline. The event also marked the return of the annual Hong Kong workshop, last held in 2016.
As the UAE’s third largest emirate, Sharjah continued to develop its tourism offerings during the pandemic. Al Midfa told TTG Asia that Sharjah Safari Park, the largest safari outside Africa, opened in 2022, with more hotels set to launch by late 2025. He said post-Covid demand for eco and cultural tourism has grown, as travellers seek to understand the identity and culture of others – “the root of what tourism is about”.
Hotel guests from China rose by 800 per cent in 2024, following a year with no flight connections, and increased by another 79 per cent in 1Q2025. Al Midfa said China, including Hong Kong, has shown strong post-lockdown recovery and is now one of Sharjah’s top five source markets.
SCTDA targets both group tours and FITs, and has tailored its offerings for the Chinese market with suitable amenities and Chinese-speaking guides. Novotel Sharjah, opened in 2019, will increase its twin-bed rooms from 40 to 50 in mid-June, while Sharjah Airport Travel Agency now offers two to seven-night packages combined with Dubai or Abu Dhabi.
The roadshow will become an annual initiative, supported by SCTDA’s local office and year-round marketing. Activities include exhibitions, B2B meetings and direct sales missions targeting wholesalers and mid-size travel agents.
“This is how you can make sure your destination is always at the top, and doesn’t lose the momentum,” said Al Midfa. “We develop close relationship with agents who want something new.”
Amber Gao, head of the Asia market, said travel in China has shifted from group tours to FITs, as travellers are now more confident using online platforms. The roadshow attracted 65 agents in Shanghai and 75 in Guangzhou, with a focus on specialised, small to mid-size operators.
Novotel Sharjah Expo Centre general manager Robin Solomon said the hotel had seen growth in Chinese leisure group business over the past year. He commented that while China remains a smaller market compared to the GCC, India and Russia, he noted promising potential. He added that while MICE business from China is currently limited, there is potential for growth through partnerships formed during the roadshow.
From May 15, Qatar and the UAE introduced new 30-day visa-free arrangements for Hong Kong, while Oman extended its visa-free period from 10 to 14 days. With new Emirates routes launching between Dubai and Shenzhen and Hangzhou in July 2025, and improving bilateral ties, SCTDA expects continued growth and double-digit gains from the Chinese market by year-end.
