Sharjah brings culture, adventure and digital experiences to ATM 2026 in Dubai
A 360-degree digital journey will span the emirate’s diverse tourism regions
DUBAI – Sharjah is set to unveil a new Visit Sharjah pavilion at Arabian Travel Market (ATM) 2026 in Dubai, offering visitors an interactive look at the emirate’s tourism landscape, upcoming projects and future-focused initiatives.
The Sharjah Commerce and Tourism Development Authority (SCTDA) will lead the emirate’s participation, bringing together more than 30 government and private-sector entities under one platform. The event will take place from September 14 to 17 at Dubai World Trade Centre, giving Sharjah an opportunity to present its tourism offering to international industry professionals, investors and travel markets.
The pavilion has been designed around an experience-led concept that combines Sharjah’s cultural and natural identity with digital technology. Visitors will be able to explore attractions across Sharjah City, the Central Region and the East Coast, while discovering how the emirate is developing its tourism infrastructure, experiences and hospitality offering. The participation comes under ATM 2026’s theme, “Travel 2040: Driving New Frontiers Through Innovation and Technology”, placing innovation, technology and future travel trends at the centre of discussions.
Visit Sharjah
The new Sharjah Pavilion - Visit Sharjah will serve as the focal point of the emirate’s presence at the four-day travel exhibition. Rather than presenting individual attractions separately, the pavilion brings the emirate’s different tourism assets together through a unified identity and interactive visitor journey.
Its concept is designed to take visitors through the three broad geographical areas that define Sharjah’s tourism offering. Sharjah City will showcase the emirate’s cultural and heritage character, while the Central Region will focus on desert landscapes, adventure and outdoor experiences. The East Coast will highlight mountains, marine attractions and natural environments.
At the heart of the pavilion will be a 360-degree immersive digital experience combining large-scale visual displays, spatial audio and interactive lighting. The installation will transport visitors virtually to some of Sharjah’s prominent natural and cultural destinations, as well as major events, including the Sharjah Light Festival.
The pavilion will also feature expansive digital spaces, screens and tourism-storytelling platforms, alongside dedicated areas for participating partners. The combination is intended to provide travel trade professionals and visitors with a more interactive way of discovering the emirate's destinations and experiences.
The technology-driven presentation will cover a broad spectrum of Sharjah's tourism proposition, including heritage, nature, adventure, family and leisure activities, hospitality and events. The pavilion will therefore offer an overview of how the emirate is positioning its tourism sector across different visitor interests and international markets.
Sharjah Pavilion at ATM 2026
Sharjah’s participation will also focus on developments shaping the emirate’s tourism sector beyond individual attractions. The programme includes the presentation of new initiatives, projects and services intended to support the growth of tourism while maintaining the emirate’s cultural and environmental identity.
SCTDA Chairman Khalid Jasim Al Midfa said the participation reflects cooperation between public and private entities and Sharjah’s efforts to develop a more competitive and sustainable tourism sector. He also highlighted the importance of adapting to rapid changes taking place across the global travel and tourism industry.
The emirate is expected to use the exhibition to promote its combination of culture, heritage, nature, adventure, hospitality, family entertainment and events. The platform will also be used to explore opportunities created by technology and innovation for improving visitor experiences and building a more integrated tourism ecosystem.
International tourism markets and institutions will form another important part of the participation, with the event providing an opportunity to expand partnerships and establish new strategic relationships. Sharjah will also use its presence to highlight its readiness for future tourism demand and changing traveller expectations.
Major projects
One of the key developments to be highlighted is the Sharjah International Airport expansion project, which is being positioned as an important part of the emirate’s future tourism infrastructure.
The expansion is expected to support increased airport capacity and wider international air connectivity, while facilitating access for visitors arriving in Sharjah. Its development is linked to anticipated growth in travel and tourism and forms part of broader efforts to strengthen the infrastructure supporting the sector.
Hospitality and accommodation developments will also feature in Sharjah’s ATM programme. The emirate is highlighting strategic partnerships involving major UAE institutions and real-estate developers, including Emaar Properties and Eagle Hills.
These collaborations are supporting the development of hospitality projects and the expansion and diversification of accommodation options in Sharjah. They are also aimed at attracting established brands and international expertise to the emirate’s tourism market.
The partnerships form part of the wider development of Sharjah’s tourism ecosystem, with accommodation, hospitality facilities and supporting infrastructure being developed alongside the emirate’s existing cultural, environmental and leisure attractions.
Press conference
A major event within Sharjah’s ATM 2026 programme will be a press conference at the pavilion on Wednesday, September 16, at 1pm.
Al Midfa will attend alongside senior officials and representatives of the government and private-sector organisations participating in the Sharjah Pavilion. The session will provide details of the latest developments in the emirate’s tourism sector and introduce future initiatives and projects.
The programme will cover a wide range of tourism segments, including ecotourism, adventure tourism and annual events and programmes attracting visitors from different markets. It will also address development projects aimed at strengthening tourism infrastructure and improving the integration of services and facilities across Sharjah.
The press conference will additionally provide an update on partnerships supporting the hotel, accommodation and hospitality sectors, as well as collaborations involving major UAE institutions and developers.
Who is attending
More than 30 government and private-sector entities are expected to form part of Sharjah’s integrated participation, with the pavilion bringing together organisations involved in aviation, culture, heritage, conservation, sports, hospitality and tourism development.
Participating organisations include Sharjah International Airport, Sharjah Museums Authority, Environment and Protected Areas Authority, represented by Sharjah Safari, and the Sharjah Institute for Heritage.
The Sharjah Sports Council, Sharjah Broadcasting Authority, Sharjah Asset Management and Sharjah Classic Cars Club will also participate.
The line-up further includes the Sharjah International Marine Sports Club, the Sharjah Training Centre for Airports Science under the Department of Civil Aviation Sharjah, and Air Arabia.
Together with SCTDA, these organisations will present different aspects of Sharjah’s tourism and visitor ecosystem, ranging from museums, heritage and wildlife conservation to aviation, sports, marine activities, transport-related services and destination development.
The participation gives the emirate a single platform at ATM 2026 to present its tourism regions, experiences, infrastructure projects and partnerships, while the new Visit Sharjah pavilion will provide the central setting for the digital and interactive showcase.