The Sharjah Chamber of Commerce and Industry (SCCI) held an expanded meeting with the Hotels Sector Business Group’s representative committee to explore the launch of a joint promotional campaign for domestic tourism amid rising market activity.
The Hotels Sector Business Group, which operates under the Sharjah
Chamber, serves as a key interface between hospitality establishments and
relevant government entities.
The Initiative aligns with SCCI’s strategy to foster a competitive
and growth-oriented business environment, while advancing Sharjah’s broader
objectives of economic diversification and positioning the emirate as a leading
regional and global tourism and cultural destination.
The meeting was attended by Abdul Aziz Al Shamsi, Assistant
Director-General for Communication and Business Sector at SCCI; Dr Fatema
Khalifa Al Muqarrab, Director of International Relations at SCCI; Amjad Awad al
Karim, Head of Sectoral Business Groups Department; and Fadi Musharafieh, Head
of the Hotels Sector Group, along with key Chamber officials and senior
executives from major hospitality operators across the emirate.
Al Shamsi said that hospitality and hotel sector is a strategic
priority for the Sharjah Chamber due to its significant multiplier impact on
the local economy.
He emphasized that higher occupancy rates and revenue growth within
the sector drive broader economic activity, supported by its strong
interconnections with transportation, retail, entertainment, and F&B
industries.
For her part, Dr Al Muqarrab stated that the Sharjah Chamber will
escalate the group’s proposals to relevant authorities to unlock further
operational support.
She added that strengthening hotel sector competitiveness requires
balancing reduced operational burdens with stimulating tourism demand,
supported by a flexible regulatory framework that enables operators to adapt,
scale, and expand their business models.
Musharafieh said that Sharjah’s hospitality sector is underpinned by
key competitive advantages, including rich cultural and heritage assets,
advanced tourism infrastructure, and a strategic geographic location.
He noted that maximizing these advantages will require deeper
public-private collaboration to drive measurable gains in occupancy levels and
revenue performance.
The meeting discussed organizing a domestic-focused promotional
campaign targeting residents and in-country visitors.
The campaign would feature innovative bundled offerings and
exclusive hospitality packages integrating accommodation, retail, and
entertainment, leveraging prior successful industry initiatives.
During the meeting, participants highlighted the importance of
designing integrated and cross-sector packages linking hospitality, retail, and
key destinations to create a comprehensive economic ecosystem.
They discussed the potential of offering exclusive shopping vouchers
for hotel guests to enhance integration between the hospitality and retail
sectors and increase overall economic returns.
They also emphasized the need for early coordination to launch the annual summer promotions campaign, alongside refreshing marketing content to highlight Sharjah’s evolving portfolio of destinations, attractions, and events. -TradeArabia News Service