Sharjah Investment and Development Authority (Shurooq) showcased its eco
conscious strategies and sustainable projects at the World Travel Market (WTM) London.
At a time when sustainability is at the forefront of global concerns and with the UAE hosting COP 28, Shurooq made a significant impact at WTM 2023 by emphasising its role as an educator and leader in the region’s sustainability movement.
The world is heading towards building a new economic system that respects resources and preserves the environment and climate by adapting and developing practices across all sectors in line with this direction. Sharjah is a leading destination in the UAE for environmentally conscious travellers and socially responsible investors. Shurooq draws inspiration from the diverse natural landscapes of Sharjah, making it one of the richest emirates in terms of natural and environmental reserves in the UAE.
The global growth of ecotourism is approximately valued at $125 billion. This is a testament to the sector’s significance and is projected to reach around $333 billion by 2027.
Shurooq’s main focus at the WTM this year were two striking destinations – Mleiha and Al Noor Island. Mleiha is an archaeological and eco-tourism project. It has UAE’s indigenous desert landscape, with its vibrant flora and fauna, topography, and prehistoric civilisational remains from Palaeolithic to Islamic and modern ages. Combining experiences and educational elements together, it’s a reflection of the remarkable innovation to conserve one of the most historically vital locations for the region.
Al Noor Island, is a peaceful escape in urban Sharjah’s heart, boasting incredible biodiversity and eco-conscious practices that combine art, entertainment, and nature. Acting as a hub for environmental education, the Island passes the message of conservation and sustainability to its visitors.
Shurooq also highlighted a selection of its hospitality developments – the LUX Al Jabal Resort and LUX AL Bridi Resort, both of which offer immersive experiences in nature; The Chedi Al Bait Hotel, Sharjah, and its exclusive extension, The Serai Wing, Bait Khalid bin Ibrahim which pay tribute to the UAE’s foundational history; and the Sharjah Collection, which includes a prestigious ensemble of luxury hospitality projects including Najd Al Meqsar, Nomad, Moon Retreat, Kingfisher Retreat, Al Badayer Retreat, and Al Faya Retreat.
From zero-plastic policy to energy efficient lighting and low pressure water supply to reduce wastage, sourcing food ingredients and other products from local businesses, encouraging guests to connect with nature, and more, all these Shurooq hospitality destinations are embedded with sustainability practices. Moreover, Shurooq employees on all these properties minimise paper printing and follow strict resource utilisation protocols, participate in annual tree planting initiatives, and more.
