Shurooq shakes up sharjah

Recipient of the regional World Travel Leaders Award at WTM, Shurooq is transforming Sharjah, one eco-tourism property at a time

Marwan bin Jassim Al Sarkal, Executive Chairman of Shurooq

Shurooq, the Sharjah Investment and Development Authority, won the World Travel Leader Award at the recently concluded World Travel Market 2021 in London, the only organisation in the Middle East to receive this award.

TTN nominated Shurooq to receive this award for its consistent efforts in rebuilding Sharjah and for good reason. In the space of a few weeks, Shurooq has announced several new eco-tourism and adventure properties that have a strong focus on sustainability. These include a unique experience of trailers that move around the emirate given the season and the regional debut of LUX* Resorts & Hotels, Singapore-based luxury management company.

Expected to be a game-changer for the UAE and the wider GCC tourism industry, Shurooq unveiled Nomad during its recent participation at the World Travel Market 2021 in London.  Targeting discerning travellers and adventure enthusiasts of all ages, as well as families, Nomad offers an immersive travel experience for those yearning to unplug from the daily grind.

Nomad fulfils the freedom of a traditional nomadic experience with 20 Airstream travel trailers that could take a guest anywhere from the rugged mountains of Khorfakkan or the vibrant deserts of Mleiha to the pristine beaches of Hamriyah, come winter, rain, or sunshine.

“Sharjah is an emirate that is rich in natural splendour,” Marwan bin Jassim Al Sarkal, Executive Chairman of Shurooq, said. “Whatever be the season, there is always something new to do and see in Sharjah. With its customised and close-to-nature travel experiences that changes with every season, Nomad offers individuals, couples, families, and friends plenty of choice and further enhances Sharjah’s appeal as a unique travel destination. The new project also presents lucrative investment opportunities for investors looking to expand their portfolios in the niche tourism market in the GCC.”

Shurooq has also forged a hospitality partnership with the Singapore-headquartered luxury hospitality management company, the LUX* Collective, at the World Travel Market 2021. This partnership brings Shurooq’s latest eco-tourism offerings, the LUX* Al Jabal Resort in Khorfakkan and the LUX* Al Bridi Resort in Al Dhaid under the management of the award-winning hospitality provider.

The nature-inspired LUX* Al Jabal Resort spans a 260,000 sqm area on a spectacular terrain hill overlooking a beach in Khorfakkan, facing the stunning Arabian Sea. The resort is expected to welcome guests in March 2023 and comprises of 45 eco-friendly units and suites that open out to expansive views of aquamarine waters and a jagged mountain range, offering a complete privacy.

Set adjacent to the largest conservation park in the region for the largest wildlife safari in the world outside Africa in the city of Al Dhaid in Sharjah, Sharjah Safari, the LUX* Al Bridi Resort is scheduled for a 2023 opening.

Meanwhile, the newly opened Mysk Moon Retreat has begun welcoming guests and bookings to experience the emirate’s first-of-its-kind luxury glamping destination, and there is news of a new hotel in Khorfakkan featuring the UAE’s first waterpark on the east coast as well as a luxury property in Kalba region. Watch this space for details.