Sharjah Museums Authority (SMA) wrapped up its participation in ITB Berlin 2025, one of the biggest international travel trade events, held from March 4 to 6. Representing Sharjah under the Sharjah Commerce and Tourism Development Authority (SCTDA) umbrella, SMA brought attention to its latest museum initiatives aimed at promoting accessibility, cultural exchange, and education.

A major highlight was the announcement of a new museum, Al Qasimia School: The Museum of Education, which celebrates Sharjah’s journey and achievements in education, bridging its historical roots with modern advancements.

SMA also emphasized its ongoing efforts to make museums more accessible for all. Modern technology like interactive screens, online booking, electronic payment systems, and augmented reality (AR) at the Resistance Monument are being used to create inclusive cultural experiences, particularly for individuals with disabilities.

Another key focus was the SAWA Museum Studies programme, which provides hands-on learning opportunities in museum practices, fostering collaboration between museum professionals and students from different parts of the world. During the event, SMA shared the programme’s achievements and revealed upcoming plans to deepen cultural and professional exchanges.

Visitors at the SMA stand experienced virtual museum tours using smart devices, offering an immersive dive into Sharjah’s history and artistic heritage. SMA also introduced an interactive box that provides insights into self-guided workshops, year-round events, and exhibitions hosted across its 16 museums. These initiatives aim to deepen engagement with exhibits while enriching visitors’ understanding of art, history, and culture.

By participating in ITB Berlin 2025, SMA reaffirmed its role in promoting cultural diplomacy, building international partnerships, and enhancing visitor experiences at its museums through innovative solutions.