Sharjah Puts Emirati Heritage In The Spotlight At ITB Berlin

Keen To Promote Our Heritage,identity In International Forums

Emirati heritage is in the spotlight once again at the Sharjah pavilion at the International Tourism Bourse in Berlin. The exquisite pavilion at theexhibition stands out with its activities and celebration of Emirati heritageand culture and has been attracting a regular stream of participants, international media and regular visitors since it opened on Wednesday (March 6).

The 403-sq.m Sharjah pavilion that showcases various festivals, events and tourist attractions of the emirate also includes Heritage Corner featuring live performances and activitiescelebrating the best of UAE’s culture, cuisine, folklore, arts including henna-painting etc.

The visitors are offered an up close and personal experience of the traditional life in Sharjah and the UAE. Many German and European visitors are seen enjoying a slice of this unique cultural experience as they partake of traditional Emirati sweets, dates and even pose for pictures in traditional Emirati and Arabian costumes.

HE Khalid Jasim Al Midfa, Director General, Sharjah Commerce and Tourism Development Authority said the Authorityis keen to promotethe Emirati identity and heritage in international events and exhibitionssuch as ITB and festivals and family entertainment and funevents at home. Such events offer a window into Emirati customs,traditions and heritageencouraging tourists to visit the emirate and discover a distinct cultural tourism experience, he emphasised.

Pointing to the diversity of Sharjah’s tourism product, Al Midfa said that the emirateoffers modern and high-end hotels, well-developed tourism infrastructure that goes with an endless array of museums,archaeological sites, rich heritage, diverse cultural and scientific research centers and archaeological sites.

“Heritage occupies a prominent place in Sharjah and today heritage and cultural tourism figure high on the list of tourists from around the world. Tourists today are increasingly keen to discover genuine culture, history and traditions of ancient civilizations,” said Al Midfa.

Al Midfasaid that the Authority is exploiting all options and opportunities to boostSharjah’s position on the world tourism map. He said Sharjah’s presence at ITB Berlin, which is the premier event of its kind in the world,has opened new avenues of opportunities for the emirate and boos cooperation with major global destinations and policymakers and investors.

Headed by the SCTDA, Sharjah delegation includes prominent names in the emirate’s tourism and hospitality sector such as Sharjah Airport Authority, Shurooq, Air Arabia, Sharjah Healthcare City, Sharjah Environment and Protected Areas Authority (EPAA) Sharjah Museums Department, Sharjah National Hotels, Radisson Blu, Orient Tours, FM Holidays and Arabian Link Tours.

This is Sharjah’s 16th year of participation in the international travel and tourism convention in the German capital. In the course of its journey, the emirate has earned itself several awards and accolades at the ITB including the Best Middle East Exhibitor Award last year.

Emirate:  Sharjah

Date: Mar 8, 2013

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