Sharjah Group is betting that travelers want more than a single-theme holiday. At Arabian Travel Market 2026, the group is introducing a tourism model that lets visitors move from mangrove forests to desert dunes, from mountain villages to heritage lodges-all in one trip, without repeating the same experience.
This shift responds to changing travel habits. More visitors now build itineraries that mix nature, culture, adventure, and wellness, rather than sticking to one destination. Sharjah Group's new portfolio makes it possible to plan a trip as varied as the emirate's landscape. This approach fits with the Sharjah Investment and Development Authority (Shurooq) strategy, which is expanding its hospitality portfolio at ATM 2026. The focus is on sustainable, experience-led tourism and offering multiple destinations, not just single properties, as reported by TradeArabia.
Distinct destinations with unique identities
Sharjah Group's seven flagship destinations-Nُزل الرفراف, واحة البداير, نُزل الفاية, نُزل القمر, نجد المقصار, نُزل الريحان, and نوماد-are each designed for their specific setting. Nُزل الرفراف is set among protected coastal mangroves, while واحة البداير and نُزل القمر focus on desert experiences. For heritage, نجد المقصار gives a look into Sharjah's historical villages. Each property is built to reflect its environment, so guests find something new at every stop. Shurooq CEO Ahmed Obaid Al Qaseer has said that each destination is developed around its own character, such as Mleiha's natural and archaeological landscape and The Chedi Al Bait's heritage setting, according to Emirates News Agency (WAM) and Sharjah24.
Ahmed bin Zayed, General Manager of Sharjah Group, puts it simply: "Extending visitor stays requires more than just comfort-it demands a reason to keep exploring. By offering truly different destinations, we give guests the incentive to stay longer and discover more, without ever repeating the same journey."
Tourism as a connected journey
The group's strategy is about more than variety. It's about linking experiences. Travelers can now combine coastal relaxation, mountain adventure, desert quiet, and cultural visits in a single itinerary. This model aims to keep Sharjah competitive as more travelers look for trips with multiple layers and experiences. Destinations highlighted ahead of ATM 2026 include Al Noor Island, Mleiha National Park, Heart of Sharjah, House of Wisdom, Al Jabal Adventure, Khorfakkan Beach, and Al Heera Beach, along with new projects. These reflect the emirate's focus on a diverse set of tourism assets.
During Arabian Travel Market 2026, Sharjah Group is working with regional and international travel partners to promote these connected journeys. The goal is to make Sharjah a place where each day of a visit feels different, and where the emirate's natural and cultural sites are easy to access. This vision is backed by new partnerships, such as the Emirates airline's agreement with the Sharjah Commerce & Tourism Development Authority. Both sides say this will support Sharjah's tourism growth and help position it as a year-round destination, as reported by Gulf Today.
This approach matches a wider trend in the region's tourism sector, where partnerships and a broader range of offerings are driving growth. As WAM state news agency notes, Sharjah Airport Authority's participation at ATM 2026 is aimed at building international partnerships, improving connections to key markets, and supporting Sharjah's tourism plans, which align with the UAE Vision 2031 and the Dubai Economic Agenda D33.
Sharjah Group's move is a tactical shift that recognizes how travelers' expectations are changing. By avoiding a one-size-fits-all formula, the group is pushing for more variety in UAE tourism. For visitors, a stay in Sharjah can now be a series of different experiences, each with its own setting and mood. Whether other tourism operators in the region will follow this lead remains to be seen.
