UAE’s Sharjah is setting ambitious goals for tourism growth by enhancing its connectivity and ramping up targeted marketing efforts toward key markets, including China, Hong Kong, Qatar, and Oman. These strategic initiatives are a response to rising traveler demand and improved bilateral relations, supported by new direct flight routes and relaxed visa regulations. By refining its tourism offerings and improving accessibility, Sharjah aims to attract a wider range of visitors, encourage longer stays, and establish itself as a leading cultural and eco-tourism destination in the region.

A diverse group of travel sector professionals participated in a recent delegation, which included representatives from hotels, tour operators, and airlines. They worked together to showcase Sharjah’s expanding tourism offerings. Notably, the delegation marked the revival of the annual Hong Kong workshop, which had been inactive since 2016, highlighting a renewed commitment to reengaging with this vital market.

Sharjah, the UAE’s third-largest city, has continuously improved its tourism offerings, even amid challenges posed by the global pandemic. A significant development was the 2022 opening of Sharjah Safari Park, the largest safari park outside Africa, which has positioned the city as a unique eco-tourism destination. Plans are also underway to launch several new hotels by late 2025, aimed at expanding accommodation options and meeting rising demand. This growth aligns with increasing traveler interest in sustainable and culturally immersive experiences, as visitors seek meaningful connections with the places they explore.

One notable indicator of Sharjah’s tourism recovery is the remarkable increase in visitors from China. After a hiatus in direct flights, hotel stays from Chinese tourists surged by 800% in 2024, with an additional 79% increase in the first quarter of 2025. The Chinese market, including travelers from Hong Kong, has quickly become one of Sharjah’s top sources of international visitors, signaling a robust post-pandemic recovery.

To cater to both group travelers and independent tourists from China, the Sharjah Commerce and Tourism Development Authority (SCTDA) has customized its services to meet their specific preferences. This includes offering Chinese-speaking guides and culturally tailored amenities. For instance, Novotel Sharjah, which opened in 2019, plans to increase its twin-bed room availability from 40 to 50 rooms by mid-June. Additionally, the Sharjah Airport Travel Agency offers flexible travel packages ranging from two to seven nights, often combined with visits to Dubai or Abu Dhabi, thus providing visitors with a seamless multi-city experience within the UAE.

Looking ahead, SCTDA aims to establish this roadshow as an annual event, supported by ongoing promotional activities from its regional offices. Planned efforts include participation in trade exhibitions, hosting business-to-business meetings, and conducting targeted sales missions focused on wholesalers and mid-sized travel agencies. These actions are intended to deepen Sharjah’s engagement with key travel partners and maintain a steady influx of visitors from the Chinese market.

A vital aspect of this strategy is building strong partnerships with travel agents seeking new and exciting destination experiences for their clients. Establishing these relationships is crucial for sustaining Sharjah’s appeal and keeping the destination prominent in the minds of industry professionals and travelers alike.

Travel behavior in China has shifted significantly, moving away from traditional large group tours toward more independent travel. This change is driven by increased confidence in online booking platforms and digital tools. The recent roadshow attracted considerable interest, with 65 agents attending in Shanghai and 75 in Guangzhou, focusing mainly on small to mid-sized operators who cater to this growing segment of independent travelers.

Hospitality venues such as Novotel Sharjah Expo Centre have seen consistent growth in bookings from Chinese leisure groups over the past year. Although the Chinese tourist segment remains smaller compared to key markets like the Gulf Cooperation Council (GCC) nations, India, and Russia, it offers substantial potential for expansion. Furthermore, the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry presents valuable opportunities, especially with new collaborations formed during the recent roadshow events.

Sharjah’s attractiveness is further enhanced by recent improvements in visa policies across the Gulf region. As of May 15, both Qatar and the UAE implemented 30-day visa waivers for travelers from Hong Kong, making cross-border travel easier. Additionally, Oman has extended its visa-free stay duration from 10 to 14 days, promoting greater regional tourism flow. Alongside these eased entry requirements, Emirates Airlines plans to launch direct flight routes between Dubai and the Chinese cities of Shenzhen and Hangzhou in July 2025, significantly improving travel accessibility for visitors from China.

With these positive developments—strengthened diplomatic relations, improved air connectivity, and proactive market engagement—SCTDA expects to sustain strong growth from the Chinese visitor segment, anticipating double-digit increases by the end of 2025. This forward-looking approach reinforces Sharjah’s emerging reputation as a culturally rich, eco-friendly, and accessible destination, appealing to a diverse range of travelers in the evolving global tourism landscape.