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Sharjah Collection, the distinctive portfolio of luxury retreats by the Sharjah Investment and Development Authority (Shurooq), is putting the spotlight on the growing significance of domestic tourism as the region’s travel industry explores new opportunities for sustainable
According to Sharjah Collection nature, heritage, wellness, culture and adventure are becoming important drivers of travel decisions, creating opportunities for destinations to deepen engagement with the resident market.
Ahmed Ben Zaied, General Manager of Sharjah Collection, said: “Domestic tourism has become an important part of the UAE’s wider tourism ecosystem. Residents are sophisticated travellers with considerable choice, and attracting this audience requires much more than proximity or convenience. It requires distinctive experiences that give people a genuine reason to travel, discover and return.”
For Sharjah Collection, this shift plays directly to the diversity of Sharjah as a destination. Its portfolio allows guests to experience contrasting landscapes and environments across the emirate – from desert and mountains to mangroves, nature reserves and heritage settings – making shorter domestic journeys feel distinctly different from everyday life.
A stronger domestic market also provides an important complement to international and regional tourism, helping broaden the hospitality sector’s demand base and supporting visitation across different periods of the year.
Ben Zaied added: “The real opportunity lies in turning domestic travel into destination discovery. Sharjah has an extraordinary diversity of landscapes, culture and heritage, much of which is still waiting to be explored by residents. By creating meaningful experiences around these assets, we can encourage repeat visitation while contributing to a more balanced and resilient hospitality sector.”
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