The 12th Sharjah International Travel and Tourism Forum (SITTF) officially commenced under the theme "New Waves of Tourism Spectrum."
Organised by the
Sharjah Commerce and Tourism Development Authority (SCTDA) and in strategic
partnership with the Sharjah Investment and Development Authority (Shurooq),
the event is being held at the Al Jawaher Reception and Convention Centre, reported WAM.
The opening ceremony
was attended by Sheikh Mohammed bin Saud Al Qasimi, Chairman of the Sharjah
Finance Department, alongside a host of prominent figures, officials, and
representatives from government and private entities in the tourism sector, as
well as members of the media.
The event began with
the UAE national anthem, followed by a visual presentation outlining the
forum's objectives and key session themes.
Khalid Jasim Al Midfa,
Chairman of SCTDA, then delivered the opening speech, welcoming the forum’s
participants and attendees.
The event features
global experts, creative industry leaders, and policymakers to discuss and
explore the latest trends in global tourism and how modern technologies can be
harnessed to improve visitor experience and promote sustainability in the
industry.
In his remarks, Al
Midfa emphasised that the tourism and travel sector is one of the most
influential economic industries globally.
Quoting the UN
Tourism’s World Tourism Barometer report, he highlighted a 5% growth in global
tourism during the first half of 2025 compared to the same period in 2024,
despite existing challenges.
Additionally, he noted
that international tourist arrivals reached approximately 690 million between
January and June 2025, representing an increase of 33 million from the previous
year.
Al Midfa stated that
Sharjah continues to advance in digital transformation and sustainable
innovation within the tourism sector, aided by visionary leadership that
prioritised infrastructure development and the adoption of smart solutions.
These advancements
have elevated visitor experiences, showcasing the emirate’s unique diversity in
culture, nature, and environment—positioning Sharjah as a vibrant, inspiring,
and authentic destination.
He also pointed out
that SITTF serves as a key platform for dialogue, bringing together global
experts, speakers, and decision-makers to discuss cutting-edge trends in
sustainable tourism and digital innovation. The forum also provides a platform
to present successful global practices and explore new technologies that drive
industry development.
The 12th edition of
SITTF featured a keynote speech from the Guest of Honor, representing the UAE
Ministry of Economy and Tourism, delivered by Abdulla Al Saleh, the
Undersecretary of the Ministry.
He praised the pivotal
role of the Sharjah Commerce and Tourism Development Authority in supporting
and advancing the country’s tourism sector through the launch of pioneering
initiatives and innovative projects.
These efforts have
contributed to diversifying the tourism product, enhancing its quality, and
highlighting the rich cultural and natural environment that characterises the
emirate.
He emphasised that the
UAE has set a global benchmark in developing an innovative and competitive
tourism sector, enabled by the support of the visionary leadership.
This forward-thinking
approach aligns with emerging trends in innovation, digital technology, and
artificial intelligence.
He noted that these
efforts have significantly enhanced the quality of tourism experiences and
elevated services for visitors from around the world, he highlighted that the
tourism sector has attracted investments totalling AED 28.8 billion ($7.8
billion) in 2023, increasing to AED 32.2 billion in 2024, with projections
forecasting a rise to AED 35.2 billion by 2025.
He further added that
the tourism sector experienced remarkable growth in 2025, reflecting the
strength and synergy of efforts between federal and local entities and the
private sector. Hotel establishments generated revenues of AED 26 billion
during the first half of the year, marking a growth of 6.3%. Additionally,
these establishments welcomed more than 16 million guests, achieving a 5.5%
increase. The number of occupied hotel nights rose to 56 million, with a growth
rate of 7.3%.
This year’s forum
focuses on the vital role of digital technologies and artificial intelligence
(AI) in revolutionising the tourism sector.
It also emphasises the
importance of balancing technological advancements with maintaining
authenticity and innovation.
The forum provides attendees with insights
from leading experts on the impact of digital platforms in shaping consumer behaviour
and the significance of data-driven decision-making in enhancing visitor and traveller
experiences.
Sessions also showcase
case studies that explore how visitor services can be improved through AI
technology.
Additionally,
discussions highlight the importance of fostering collaboration between
governments, the private sector, and technology companies to drive innovation
and implement sustainable tourism practices capable of keeping pace with the
industry’s rapid transformation.
The forum places a
strong emphasis on the role of investment in tourism innovation to support the
growth of startups and empower their expansion into new markets.
Experts and
entrepreneurs share their insights on challenges facing startups in the tourism
sector and opportunities to promote innovation for sustainable success.
The sessions delve
into key factors necessary for scaling startups, including improved access to
funding, building strategic partnerships, and leveraging advanced technology.
Furthermore,
discussions underscore the importance of collaboration between public and
private sectors to create a supportive environment for entrepreneurship and
innovation, enhancing the tourism sector’s competitiveness both locally and
globally.
The forum also delves
into sustainable tourism practices, focusing on challenges such as
“greenwashing” and strategies to minimise its impact in fostering more
responsible tourism. Experts share their perspectives on the importance of
transparency within the tourism sector and ensuring environmental initiatives
are genuine and effective.
Panel discussions
explore how to balance tourism development with preserving natural resources,
showcasing successful examples of sustainable tourism practices.
Additionally, sessions
emphasise the role of collaboration between governments, private sectors, and
local communities in supporting environmental sustainability and promoting
initiatives to secure the sector’s long-term viability and growth.
In addition to panel
discussions, SITTF presents specialised workshops addressing vital topics that
reflect global trends in tourism.
One workshop focuses
on digital transformation and managing online reputations in the tourism
sector, addressing how to leverage modern technologies, such as AI, data
analytics, and smart applications, to enhance visitor experiences and optimise
the operational efficiency of businesses.
Another session
discusses the future of medical tourism—an industry experiencing rapid growth
in the region—highlighting global market dynamics, challenges, and
opportunities, and showcasing China as a model for success.
The session also
examines strategies to improve infrastructure and healthcare services to
attract visitors seeking specialised treatments and wellness experiences.
Additionally, another
workshop focuses on the hospitality sector, tackling topics such as strategies
to enhance service quality, improve guest experiences, and integrate
sustainable practices in managing hotels and resorts.
The workshop provides
a platform for exchanging ideas and expertise among hospitality industry
professionals.
Youth Workshops and
Media Dialogues Highlight the Role of Youth in Enriching Tourism
The forum’s
accompanying events include a youth workshop titled “From An Idea to the
Destination: The impact of Entrepreneurship in the Tourism Sector,” featuring
officials, decision-makers, and Youth Council members discussing opportunities
and challenges within this crucial sector that significantly supports the
national economy.
A media-focused
session, “Media and Travel: How Youth are Shaping the Tourism Compass,” brings
together Emirati journalists and young content creators specialising in travel,
adventure, hospitality, and creative visual production.
The session offers
thought-provoking discussions on leveraging social media platforms and content
creation techniques to shape new tourism trends and define the future of
travel.
It also highlights how
youth-driven media promotes sustainable travel and raises awareness about the
importance of responsible tourism by respecting the cultures and traditions of
destinations.
The accompanying
events also include workshops tailored for professionals in the hospitality and
tourism sector.
The “Ehtam: Inclusive
Hospitality” workshop focuses on delivering exceptional experiences for
visitors from diverse backgrounds and cultures by offering well-planned,
comprehensive, and innovative services that elevate visitor satisfaction and
strengthen tourist destinations.
Similarly, the “Ehtam:
Accessible Medical Tourism” workshop showcases destinations offering an
integrated combination of medical treatment and leisure experiences, based on
top global standards, with modern infrastructure and facilities promoting both
physical and mental wellbeing.
The “Etbakh” workshop
offers an experience in preparing innovative Emirati dishes led by an Emirati
chef, highlighting the richness and diversity of Emirati culinary traditions.
Guests are treated to
a display of artistry and creativity that distinguishes the UAE’s vibrant and
flavorful culinary heritage.
Keynote Speakers and
Distinguished Guests
The forum hosts a
distinguished lineup of speakers and attendees, including H.E. Abdulla Al
Saleh, Undersecretary of the Ministry of Economy and Tourism, UAE, and Khalid
Jasim Al Midfa, Chairman of SCTDA.
Prominent industry
experts participating include Aaron Goldring, Senior Economist in Tourism
Economics; Marc Raineke, Founder and CEO of Smartfox Group; and Piotr Kurzepa,
Head of Middle East at the Centre for Finance, Technology, and Entrepreneurship
(CFTE).
The accompanying
exhibition will feature several government and private entities from Sharjah,
including Sharjah Airport Authority, Sharjah Museums Authority, SATA Travel,
Nest (Arada), Environment and Protected Areas Authority, Zerzura Adventures,
Sharjah Business Women Council, Taqueen, and Cozmo Travel.
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