Sharjah tourism deepens Russia ties as visitor numbers surge 24pc
High-level officials explore stronger travel cooperation pathways at Moscow forum
SHARJAH/MOSCOW – The Emirate of Sharjah has reinforced its growing tourism footprint in Russia through high-level participation at a key international forum in Moscow.
The Sharjah Commerce & Tourism Development Authority (SCTDA) joined a prominent panel session titled “UAE-Russia Tourism Dialogue: Success Stories”, organised by the Embassy of the United Arab Emirates in Moscow as part of the Let’s Travel International Tourism Forum. The session brought together senior officials, policymakers and aviation leaders to explore new pathways for tourism collaboration between the two countries.
Discussions focused on strengthening bilateral tourism flows, expanding connectivity, and enhancing the overall visitor experience between the UAE and Russia. The participation underscored Sharjah’s long-term strategy to deepen engagement with key international markets, particularly Russia, which continues to rank among the emirate’s most important source markets for inbound tourism.
UAE-Russia Tourism Dialogue
The forum opened with remarks from Dr Mohammad Ahmad Al Jaber, Ambassador of the United Arab Emirates to the Russian Federation, setting the tone for strengthened bilateral cooperation in tourism and investment. Keynote addresses followed from Maksim Reshetnikov, Minister of Economic Development of the Russian Federation, and Juma Al Kait, Advisor to the Minister of Economy and Tourism of the United Arab Emirates.
The session served as a strategic platform for exchanging insights on tourism development, with a focus on expanding air connectivity, leveraging digital promotion channels, and supporting joint public-private sector initiatives. Officials highlighted the importance of sustained dialogue in unlocking new opportunities for travel exchange and strengthening economic ties through tourism.
Representatives from major aviation players, including Emirates Airline and Etihad Airways, also joined the discussion, alongside senior officials such as Mohammed Al Ahbabi from the UAE Ministry of Economy and Tourism and Ms. Hoor Al Khaja of the Dubai Department of Economy and Tourism. Their presence reflected a coordinated national approach to strengthening the UAE’s global tourism positioning.
Sharjah’s focus on Russia market
Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce & Tourism Development Authority, represented the emirate during the panel, highlighting Sharjah’s expanding tourism relationship with Russia. He emphasised the emirate’s commitment to building long-term partnerships and enhancing sustainable communication channels that support growing tourist flows.
He noted that Russia remains one of Sharjah’s most significant source markets, supported by consistent promotional efforts and improving connectivity. The emirate’s tourism strategy, he added, focuses on offering diverse experiences that combine culture, heritage, nature and family-friendly attractions, appealing strongly to Russian travellers seeking varied and meaningful travel experiences.
Sharjah’s participation in the Moscow forum was described as part of a broader effort to reinforce its international presence and strengthen engagement with strategic markets. The emirate continues to position itself as a destination offering year-round appeal, supported by a strong tourism infrastructure and expanding hospitality portfolio.
Sharjah’s tourism performance
Sharjah’s tourism performance from the Russian market has shown notable expansion over the past year. According to figures presented during the session, the number of Russian hotel guests in Sharjah rose to more than 346,000 in 2025, compared with approximately 280,000 in 2024. This reflects a growth rate of 24%, underlining strong and sustained demand.
The Russian market now accounts for around 17% of total international hotel guests in the emirate, reinforcing its importance in Sharjah’s inbound tourism landscape. Officials attributed this growth to a combination of targeted promotional campaigns, improved air connectivity, and the increasing diversity of tourism offerings available in the emirate.
The steady rise in arrivals also reflects broader shifts in travel preferences, with Russian visitors increasingly drawn to destinations offering cultural depth, natural landscapes and family-oriented experiences. Sharjah’s ability to cater to these expectations has played a key role in strengthening its competitive position within the region.
Tourism assets
On the sidelines of the panel session, SCTDA delivered a dedicated destination presentation highlighting Sharjah’s tourism assets, performance indicators and growth trajectory. The presentation showcased the emirate’s consistent rise in Russian visitor numbers over the past four years, reinforcing its status as a steadily growing destination for this market.
Sharjah’s geographical diversity was also emphasised, with its unique location spanning the Arabian Gulf and Gulf of Oman coasts offering varied natural landscapes. The emirate’s tourism offering includes a wide network of museums, cultural institutions, heritage sites and family attractions, alongside nature reserves and protected environmental zones.
The presentation further highlighted Sharjah’s hospitality sector, featuring a range of hotels and luxury resorts that cater to different visitor segments. Annual events and festivals were also showcased, contributing to a dynamic tourism calendar that attracts international visitors throughout the year.
Digital partnerships and innovation
A key highlight of Sharjah’s participation was its focus on digital innovation in tourism promotion. Among the strategic initiatives presented was the smart tourism experience developed through Yango Maps, which offers Russian-language digital guidance to users exploring Sharjah’s landmarks and attractions.
This initiative aims to enhance accessibility for Russian travellers by providing interactive tools that simplify destination discovery and improve visitor engagement. It reflects Sharjah’s broader efforts to integrate technology into tourism experiences, ensuring stronger visibility across digital platforms widely used in the Russian market.
Officials noted that such partnerships are essential in strengthening the emirate’s competitiveness, particularly as global tourism increasingly relies on digital discovery and personalised travel planning.
Long-term cooperation
The participation of SCTDA in the Moscow forum aligns with Sharjah’s wider strategy to strengthen its presence in key international markets through targeted engagement and partnership-building. The emirate continues to collaborate with public and private sector stakeholders to design promotional initiatives aimed at increasing visitor flows from Russia.
Sharjah’s approach focuses on highlighting its competitive advantages, including cultural richness, family-friendly attractions and diverse natural environments. These elements collectively position the emirate as a distinctive destination within the wider UAE tourism landscape.