This blog was written by Trove Associate, Maeve Markowitz.

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Sharjah has positioned itself as a uniquely popular tourist destination, one which has only gained momentum during the pandemic.

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With the 2019 opening of the Sharjah Collection by Mysk, as well as the recent launch of two new beach projects by the Sharjah Investment and Development Authority (Shurooq), Sharjah aims to keep up this momentum in the coming years and cement its position as a prime tourist destination. As the third-most populous city in the United Arab Emirates, Sharjah’s popularity has leapt upward and been described as “a beautiful medley of history, culture, conservation and adventure” by Shafik Alaaeddine, General Manager of Sharjah Collection by Mysk.

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The Sharjah Collection by Mysk, a series of dry eco-resorts and boutique hotels, has provided a beautiful and high-service escape to tourists throughout the pandemic by aiming not just to offer a luxurious and safe experience, but also by providing its visitors with “a unique story to tell” says Alaaeddine. With four locations in key areas of the Sharjah Emirate, these resorts have received numerous customer recommendations and have boasted excellent RevPar (Revenue per room) throughout these trying times. With the Mysk Kingfisher Retreat and Mysk Al Faya Retreat among the top 10 best resorts in the world following their win of the TripAdvisors’ 2021 Travelers Choice Award, the resorts have proven their high quality and made Sharjah a place to watch.

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The Sharjah Investment and Development Authority, Shurooq recently announced the launch of two high end beach development projects totaling Dhs 197 million; the Al Luluyah Beach project on the eastern coast of Khorfakkan, and the Al Hira Beach project in Sharjah city. These beaches will strive to “reiterate the vision of His Highness Dr Sheikh Sultan Bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah'' by providing its visitors with a unique and vibrant experience.

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In an effort to redefine the vacation experience, the Al Luluyah Beach development will include a variety of amenities such as a women-only beach, pools, and various other public beaches to be completed by November 2022. Both beach developments will highlight Sharjahs vibrant shorelines and mountain ranges while still providing retail outlets, and dining locations, appealing to a wide collection of visitors while adding to the recent success of the first phase of the Khorfakkan Beach project.

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With an emphasis on originality, Sharjah has been working to boost their tourism industry by creating spaces which redefine what a vacation should look like and tell a story which excites. Featuring zip-lines, caravan camping, climbing gardens and other unmatched experiences, these beaches will no doubt provide a new experience for the bored traveler.

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Shurooq hopes that the launching of these projects will diversify Sharjah’s economy by bringing about new future tourism opportunities and cementing Sharjah’s position as a remarkable and worthy vacation destination.

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Due to the geography of the region, Azerbaijan is rich and diverse in cuisine; making it an ideal travel destination for foodie tourists. The ATB chose to hone in on the unique agricultural makeup of the country, with each region being famous for a different produce, and promote agritourism. Specifically, by creating the Slow Food Project - a project that allows people to travel to rural farmhouses and get involved in the process of bringing their meals from the earth to their dinner plate. Sakina Asgarova, the manager of the Slow Food Project at ATB, explained that the program gives participants access to “local products on the brink of extinction (‘presidia’ products), including mountain honey, the Madrasa grape and wine, hazelnuts, rosehip syrup, and dairy products from buffalo milk.” The project has also developed informational materials for schools and culinary tour guides to spread the word about the fleeting opportunities to experience Azerbaijan land and produce as it is today.

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Moving forward, in addition to these worthy developments, ATB can begin to plan for an international marketing campaign. This will include a net-new market segmentation, due to the changes in market preferences and behaviors during the last 16 months, as well as a new branding strategy. ATB must understand which segments, from where, and who wants to come to Azerbaijan from global locations and then develop a smart press, B2B, B2C, and social strategy to target those segments. Read about how Trove does Branding Strategy and what the right brand and campaign can do for your destination.

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