DUBAI – The Sharjah Investment and Development Authority (Shurooq) has taken center stage at this year’s Arabian Travel Market (ATM) 2026, unveiling a strategic vision to transform the emirate into a multi-faceted travel hub. Through its “Sharjah Collection” portfolio, the authority is challenging traditional travel norms by promoting a “one destination, many journeys” philosophy designed to encourage longer stays and more diverse itineraries.
As global tourism trends shift toward experience-led travel, the Sharjah Collection—a curated portfolio of luxury retreats—is positioning itself as the answer for travelers seeking to escape the “one-location” holiday model. By bridging the gap between coastal serenity, arid desert adventures, and mountainous heritage, the collection allows visitors to experience the starkly different landscapes of Sharjah without leaving the emirate’s borders.
“One of Sharjah’s greatest strengths is the diversity of experiences it offers within a single destination,” said Ahmed Ben Zaied, General Manager of Sharjah Collection. “A guest can connect with nature at the Kingfisher Retreat, experience the expansive desert at Al Badayer or Moon Retreat, or immerse themselves in history at the restored village of Najd Al Meqsar. Each journey is distinctive, yet together they tell a much richer story of Sharjah.”
The portfolio, which includes the Kingfisher Retreat, Al Badayer Retreat, Al Faya Retreat, Moon Retreat, Najd Al Meqsar, Al Rayaheen Retreat, and the bespoke Nomad experience, is built on the premise that no two stays should feel identical. By leaning into the unique character of each geographical setting, Shurooq aims to convince international travelers that Sharjah is not merely a stopover, but a primary destination.
“Increasing length of stay is ultimately about giving travelers more reasons to stay,” Ben Zaied added. “When destinations offer genuinely different environments, guests can extend their journey without repeating the same experience. Our ambition is to encourage visitors to see Sharjah as a destination they can continue discovering over several days.”
At ATM 2026, the Sharjah Collection team is actively engaging with regional and international partners to build multi-experience travel packages. These itineraries aim to seamlessly connect the various retreats, allowing guests to cycle through luxury wellness, heritage immersion, and desert adventure in one trip.
Industry analysts at the event noted that this approach aligns with the growing demand for authentic, localized travel experiences. By diversifying the hospitality offering, Sharjah is effectively creating a “slow travel” ecosystem that benefits the local economy and offers guests a deeper connection to the UAE’s cultural and natural heritage.
Travel industry professionals attending ATM 2026 are invited to explore the portfolio further at Stand ME0750. For those looking to plan their next journey through the emirate, the Sharjah Collection team is providing on-site consultations to help tailor these multifaceted itineraries. For further information and reservations, guests can contact the team at +971 6 801 2020.
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