While Dubai has emerged as one of the most popular outbound destinations in India, Sharjah, its sister Emirate, does not even come a close second, a situation that is about to change by new strategies being deployed by the Sharjah Commerce and Tourism Development Authority (SCTDA) to tap the growing potential of the Indian outbound market, says Raadia Mukadam

Sharjah, a modern metropolis rich in natural resources, is even richer in tradition, culture and heritage. But its landscape of clear waters, sandy beaches and desert dunes have not been able to entice the Indian outbound market. At the most tour operators may push a getaway to Sharjah in a Dubai itinerary, or even worse, take tourists there only to visit its gold souk (market), but rarely is it marketed as a stand alone destination. This could be attributed to a host of factors ranging from little or no publicity in India to lack of a tourism board.

Forging Ahead With A Proud Heritage

Speaking on why Sharjah has failed to capture a significant chunk of the Indian outbound pie, Mohammed Ali Noman, director, Sharjah Commerce and Tourism Development Authority (SCTDA) says, "It is not that Sharjah, does not receive a large number of tourists from India due to poor marketing strategies, But the city has only recently begun focusing on tourism as a revenue earner for the Emirate. India is a very promising market and is important to us. Sharjah’s old world charm and gracious style of living are supported by a vibrant economy, giving tourists a chance to step back in time and re-live some magical moments. We have been participating in the ‘Arabian Travel Mart’ held by Dubai, since the last six years and are very happy with the outcome. We also believe that the event can provide us the right kind of exposure regionally and internationally.

He adds that, "SCTDA is now responsible for promoting Sharjah as an international tourist destination. From conducting international events like the Sharjah Water Festival, to participating in international travel and trade fairs, the authority has embraced a multifaceted approach to introduce Sharjah to the world. Aiming to promote Sharjah as one of the most desired Middle-East tourist destination, SCTDA is focusing on highlighting the Emirate in every aspect, from heritage and culture to the advanced infrastructure. The ‘holidays department’ is organising different packages that are tailor-made to suit the travellers requirement. Hotels, sightseeing tours and airlines are carefully selected to ensure the maximum enjoyment of the tourist. Cruise packages are also arranged world-wide."

The Culture Curry

According to Noman, chosen by UNESCO as the ‘The cultural capital of the Arab World’, "Sharjah takes a keen interest in renovating traditional buildings and preserving heritage sites. In the last three decades, a number of museums (17 to be precise), art galleries, cultural, scientific and wildlife centres have been set up. Sharjah’s archeological museums are treasure troves of a legendary past. We are keen to now showcase our rich cultural reserves to India, as it is our observation, that several Indian tourists have a keen sense of art."

The Art Exhibition conducted by Sharjah Art Museum every two years is one of the many innovative measures to promote the unique culture of the United Arab Emirate (UAE), which attracts the attention of art-lovers from various countries. "We are planning to aggressively promote this exhibition in India, to the aesthetically inclined tourists," informs Noman.

Promoting Adventure Tourism

Globally, adventure tourism is on the rise. A tourist today is not satisfied with only site seeing, he wants to do much more. Viewing the changing global trends Noman says, "Blessed with leisurely beaches and steep rocky folds dipping into the clear blue waters, Sharjah is ideal for outdoor activities and water sports. At the hillsides of the East Coast, exciting trekking trails lead to sites of lofty peaks. Vast stretches of desert and impossible wadis challenge the endurance of four wheel drives. Calm waters of the surrounding seas offer a variety of water sports including snorkelling, diving, sailing, wind surfing, jet skiing, and game fishing. Divers can watch some of the most spectacular underwater scenery like coral reefs, tropical fish, turtles and other fascinating sea creatures," informs Noman.

Making Aviation A Serious Business

Having witnessed a very creative and highly constructive year, Sharjah International Airport has presented itself in a wide array of venues, sharing their expertise and services by way of exhibiting themselves in a very extensive manner. The Airport’s awareness and publicity campaigns at the Dubai - ATM, Hong Kong - ACF 2002, Tokyo - ACI Pacific Conference, Athens - Routes, and its presence at ITB, Berlin and Moscow’s Leisure Market gave them commendable visibility and response.

Says Noman, "The airport is witnessing steady traffic from Europe and Far East during the winter season. An average of 950 travellers stop over at the airport daily during peak season. In spite of the lull experienced globally after 9/11, the airport recorded a steady improvement in business. An average of 19.4 per cent increase in business was experienced from the previous year." Sharjah Airport feels it is the right time to make an even greater impact on a global perspective.

Hotels and Infrastructure

Says Noman, "We have state-of-the-art infrastructure, including advanced telecommunication and IT facilities, an international airport that connects the Emirates with over 250 destinations worldwide, and two well-equipped sea-ports. From international resort chains to independent deluxe hotels, Sharjah has a host of properties to cater to different clients. With the given facilities, and extremely competitive rates, Sharjah has the makings of an ideal conferencing destination."

However many industry sources beg to differ. Says Anju Desai, head of division, outbound tours, Jetair Tours, "Be it business or leisure travellers, all tourists expect nothing but luxury and a fabulous time. Even though Sharjah sports some of the region’s finest hotels, many tourists refuse to stay there, because of the lack of alcohol being served in Sharjah."