Sharjah: Sharjah will participate in ITB Berlin 2026, the world's largest trade event specializing in the travel and tourism sector, taking place from 3rd to 5th March 2026. The participation will be under the umbrella of the Sharjah Pavilion, with a delegation including 20 entities from the emirate's public and private sectors, alongside the Sharjah Commerce and Tourism Development Authority (SCTDA).
According to Emirates News Agency, during the exhibition, the delegation will highlight tourism and development projects aimed at supporting sector growth and increasing its contribution to the economy. Sharjah will also promote its range of tourism offerings across the city, Central Region, and Eastern Region. The participation underscores Sharjah's integrated cultural ecosystem, featuring specialised museums, nature reserves, archaeological and historical sites, forts and castles, as well as UNESCO-listed destinations. The emirate's distinctive beaches and waterfronts, key attractions for visitors, reflect the diversity of its tourism experience.
Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, emphasized that participation in ITB Berlin forms part of efforts to strengthen Sharjah's presence in international markets and expand partnerships, particularly in Europe. Al Midfa noted the European market's importance, especially with the German market's growing interest in cultural and eco-tourism, aligning with Sharjah's assets and strengths.
Sharjah's participation in ITB Berlin aims to highlight its diverse tourism products, cultural and natural assets, and distinctive tourism experiences. The emirate seeks to consolidate its position as a leading destination for family and leisure tourism and explore opportunities for cooperation with European markets, particularly the German market. Sharjah has experienced growth in European visitors, with their share of total hotel guests rising to 20 percent in 2025 from 16 percent in 2024. The emirate aims to build on this momentum and further increase visitor numbers.