Sharjah to participate in ITB Berlin in March 2026

Sharjah will participate under the umbrella of the Sharjah Pavilion, with a delegation comprising 20 entities from the emirate’s public and private sectors, alongside the Sharjah Commerce and Tourism Development Authority (SCTDA).

Showcasing tourism and development projects

During the exhibition, the delegation will highlight key tourism and development projects aimed at supporting sector growth and increasing its contribution to the economy. Sharjah will also promote its diverse tourism offerings across the city, as well as the Central and Eastern Regions.

Promoting cultural heritage and natural attractions

The participation will spotlight Sharjah’s integrated cultural ecosystem, including specialised museums, nature reserves, archaeological and historical landmarks, forts and castles, and UNESCO-listed heritage sites. It will also emphasise the emirate’s distinctive beaches and waterfront destinations, which represent major attractions and reflect the diversity of its tourism experience.

Highlighting hospitality and accommodation experiences

Sharjah’s presence will also showcase the variety of hotel accommodation experiences available across the emirate, further strengthening its appeal to international visitors.

Strengthening partnerships with European tourism markets

Khalid Jasim Al Midfa, Chairman of SCTDA, stated that participation in ITB Berlin is part of ongoing efforts to strengthen Sharjah’s presence in international markets and expand partnerships, particularly with Europe.

He noted that the European market—especially Germany—represents a key tourism source, with growing interest in cultural tourism, eco-tourism, and authentic experiences that align closely with Sharjah’s tourism assets and offerings.

Reinforcing Sharjah’s position as a leading tourism destination

Through its participation, Sharjah aims to enhance its global tourism profile, highlight the diversity of its cultural and natural attractions, and promote its unique tourism experiences. The emirate also seeks to strengthen its position as a leading family and leisure tourism destination and explore new partnership opportunities with European markets.

Sharjah has recorded notable growth in European visitors, with their share of total hotel guests increasing to 20 percent in 2025, compared to 16 percent in 2024. The emirate aims to build on this momentum and further increase visitor number