Sharjah Goes Big at Arabian Travel Market 2026 With 360° Technology, Hidden Gems and a Bold Tourism Vision

Sharjah will have its largest showcase ever as it prepares to participate in the 2026 Arabian Travel Market (ATM) with Sharjah Commerce and Tourism Development Authority (SCTDA) from September 14 to 17. This year’s participation of Sharjah will have more than 30 governmental and private entities showcasing under one roof the tourism, cultural, and hospitality related projects and services offered by Sharjah. Sharjah’s participation is a unique showcase of its authentic, innovative, and sustainable tourism integrated system. SCTDA has adopted an innovative approach for the first time by developing some of the elements of an electronic exhibition pavilion designed for participation at ATM, featuring 360-degree immersive technology, digital screens, lighting and unique audio technologies. Sharjah’s Tourism and Hospitality participant entities will showcase existing and planned projects spanning across all regions of Sharjah. Tourism solutions for the future will be showcased in line with ATM’s Travel 2040: Driving New Frontiers Through Innovation and Technology. Visitors will experience the diversity of Sharjah’s culture and heritage through the integrated and immersive technology. SCTDA and its participating entities will support Sharjah’s long-term tourism strategies and announce developments in infrastructure and partnerships in hospitality, technology, sustainability, and aviation.

Sharjah Targets Arabian Travel Market 2026

A comprehensive Sharjah tourism presence is being prepared for Arabian Travel Market 2026, with public and private-sector participation being brought together through the new Visit Sharjah Pavilion.

More than 30 entities will be represented, allowing tourism development across the emirate to be presented through a unified platform. The participation will cover projects, initiatives, destinations and experiences while demonstrating the partnerships supporting Sharjah’s tourism ecosystem.

The event is scheduled to take place from 14 to 17 September 2026 at Dubai World Trade Centre. International travel, hospitality, aviation and technology stakeholders will be brought together as the industry examines emerging trends and future opportunities.

Visit Sharjah Pavilion Introduces New Concept

The new pavilion will represent an experience-led approach to destination marketing. Digital technologies will be used to create an interactive environment in which Sharjah’s tourism assets can be explored through visual, audio and interactive elements.

A central 360-degree immersive experience will combine digital visual displays, spatial audio and interactive lighting. Visitors will be transported through selected cultural and natural destinations, while major events such as the Sharjah Light Festival will also be incorporated.

Large digital screens, tourism storytelling platforms and dedicated partner areas will be integrated into the pavilion design. A single Visit Sharjah identity will therefore be used to connect the emirate’s varied tourism products.

Three Regions to Shape Visitor Journey

The pavilion will present Sharjah through three geographical experiences: Sharjah City, the Central Region and the East Coast.

Sharjah City will be represented through its cultural and heritage attractions. The Central Region will focus on desert landscapes, adventure and outdoor experiences, while the East Coast will showcase mountain, marine and natural assets.

Through this structure, a diverse tourism portfolio will be presented as one destination experience. Culture, heritage, nature, adventure, hospitality and events will be connected through digital storytelling.

The approach is intended to demonstrate how technology can be used to communicate the emirate’s authentic identity while creating a more engaging experience for international visitors and travel trade representatives.

Innovation and Technology Take Centre Stage

The pavilion’s concept is being aligned with the wider Travel 2040 theme of Arabian Travel Market 2026. Innovation and technology are expected to play a significant role in discussions concerning the future of global tourism.

Digital solutions can support destination storytelling while also contributing to improvements in visitor experiences, infrastructure and tourism-sector efficiency. Through its exhibition presence, Sharjah will demonstrate how technology can complement cultural and environmental assets.

Sustainability will also remain part of the destination proposition. Tourism development is being positioned alongside the preservation of Sharjah’s cultural identity and natural environment.

Tourism Leadership to Address Future Growth

A press conference will be held at the Sharjah Pavilion on Wednesday, 16 September 2026, at 1pm. Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, together with senior officials and representatives of participating entities, will attend.

Developments across Sharjah’s tourism sector will be highlighted during the event. Future projects and initiatives will also be presented, alongside the emirate’s expanding portfolio of eco-tourism, adventure tourism, cultural attractions and annual events.

Tourism infrastructure will receive particular attention, with integration between visitor services and facilities being presented as an important element of future growth.

Sharjah International Airport Expansion Gains Importance

The Sharjah International Airport expansion project will be among the strategic infrastructure developments highlighted during the programme.

Airport expansion is expected to support increased capacity and broader international connectivity. Improved connectivity can facilitate visitor access while supporting anticipated growth in tourism demand.

The project is therefore being positioned as an important component of Sharjah’s long-term tourism infrastructure strategy.

Hospitality Partnerships Support Expansion

Development of the emirate’s hotel and accommodation sector will also be highlighted through strategic partnerships.

Collaborations involving major UAE institutions and real-estate developers, including Emaar Properties and Eagle Hills, are being associated with the development of hospitality projects and accommodation options.

Such partnerships are intended to support the diversification of Sharjah’s hospitality offering while attracting established brands, investment and specialist expertise. Additional accommodation capacity can also help the emirate prepare for future tourism demand.

Category-Wise Summary

Wide Range of Sharjah Entities to Participate

A broad group of public and private organisations will participate alongside SCTDA. Sharjah International Airport, Sharjah Museums Authority, Environment and Protected Areas Authority, represented by Sharjah Safari, and Sharjah Institute for Heritage will be included.

Other participating organisations will include Sharjah Sports Council, Sharjah Broadcasting Authority, Sharjah Asset Management, Sharjah Classic Cars Club and Sharjah International Marine Sports Club.

The Sharjah Training Centre for Airports Science, under the Department of Civil Aviation Sharjah, and Air Arabia will also participate.

The collective presence will allow tourism, aviation, culture, heritage, environmental protection, sport and hospitality to be presented within a single destination platform.

Sharjah Positions Tourism for the Future

Sharjah’s participation at Arabian Travel Market 2026 will provide a platform for presenting the emirate’s evolving tourism proposition to international industry stakeholders.

The new Visit Sharjah Pavilion will combine immersive technology with destination storytelling, allowing the emirate’s different regions and tourism assets to be presented through a unified experience.

At the same time, airport expansion, hospitality development, strategic partnerships and new tourism initiatives will demonstrate the infrastructure being developed to support future demand.

By combining culture, nature, adventure, sustainability and technology, Sharjah will use the event to present a tourism model designed around both authenticity and innovation. The pavilion will consequently serve not only as an exhibition space but also as a platform for partnerships, investment discussions and international destination promotion.

With more than 30 participating entities being brought together, the Sharjah presence will provide a broad representation of the emirate’s tourism ecosystem and its plans for continued growth in the years ahead.