Sharjah: The Sharjah Chamber of Commerce and Industry (SCCI), in collaboration with the Sharjah Commerce and Tourism Development Authority (SCTDA), has announced the inauguration of the 2025 edition of Sharjah Summer Promotions. This year's event will run from July 1 to September 1, featuring the participation of over 1,000 retail outlets across various cities and regions in the emirate.
According to Emirates News Agency, this edition is organised in cooperation with SCCI's Shopping Malls Sector Business Group and coordinated with several government entities in Sharjah. A significant new addition is 'Shamsa', a mascot character created to engage families and children, enhancing the campaign's appeal. Shamsa represents a strategic focus on family-oriented entertainment, reinforcing Sharjah's status as a hub for commerce and tourism.
The announcement took place at a press conference at the Sharjah Chamber headquarters, attended by key figures including Abdallah Sultan Al Owais, Chairman of SCCI; Khalid Jasim Al Midfa, Chairman of SCTDA; and Ahmed Obaid Al Qaseer, CEO of the Sharjah Investment and Development Authority (Shurooq). Other notable attendees were Mohammed Ahmed Amin Al Awadi, Director-General of SCCI; and representatives from partner organisations and government bodies.
Al Owais highlighted that the Sharjah Summer Promotions align with the Chamber's vision, inspired by directives from His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, to promote the emirate as a shopping and tourism destination. Al Midfa noted the campaign's strategic emphasis on cross-sector collaboration and integrated tourism experiences. Al Qaseer added that the event is part of Shurooq's initiative to position Sharjah as a competitive summer destination within the UAE and the region.
The campaign will feature a child-friendly cartoon character, 'Shamsa', symbolising brightness and creativity, with entertainment tailored for younger audiences. A highlight of the event will be the 'Shamsa Entertainment City', an interactive children's festival at Expo Centre Sharjah from July 15 to August 15.
Throughout the two-month period, the promotion will offer various events and discounts of up to 75% on products from leading local and international brands. Additionally, a smart application will enable participation in electronic raffle draws, and a digital platform at www.shjsummer.ae has been launched to provide detailed information on offers and partner services.