Sharjah Summer Promotions 2025 unveils big discounts, raffle prizes and new mascot
Expo Centre to host ‘Shamsa Entertainment City’ kids’ festival till August 15
SHARJAH: The Sharjah Chamber of Commerce and Industry (SCCI), in collaboration with the Sharjah Commerce and Tourism Development Authority (SCTDA), has announced the launch of the 2025 edition of Sharjah Summer Promotions, scheduled to run from July 1 to September 1.
Spanning across all cities and regions of the emirate, the highly anticipated campaign will feature over 1,000 retail outlets, drawing in shoppers, tourists and families alike.
Organised in cooperation with SCCI’s Shopping Malls Sector Business Group and several Sharjah government entities, the initiative aims to drive economic and tourism activity during the summer season.
New mascot
In a move to captivate younger audiences, this year’s edition introduces “Shamsa”, a newly created mascot character symbolising joy, energy and family-friendly entertainment.
Derived from the Arabic word shams meaning sun, the vibrant mascot will serve as the official face of the campaign and headline several events and experiences tailored to children and families.
The launch announcement was made during a press conference at the Sharjah Chamber headquarters. The event was attended by top dignitaries including Abdallah Sultan Al Owais, Chairman of SCCI; Khalid Jasim Al Midfa, Chairman of SCTDA; Ahmed Obaid Al Qaseer, CEO of Shurooq; and Mohammed Ahmed Amin Al Awadi, Director-General of SCCI.
The character Shamsa will play a central role in “Shamsa Entertainment City”, an interactive children’s festival hosted at Expo Centre Sharjah from July 15 to August 15. The event promises a blend of educational workshops, games, culinary experiences, and live performances for children and families.
The summer initiative reflects Sharjah’s evolving vision of positioning itself as a holistic and family-friendly destination. Alongside retail offers, it includes recreational activities, marine adventures in Khorfakkan, weekly children's workshops, and a host of engaging programmes in partnership with the Sharjah Museums Authority, Sharjah Art Foundation, Sharjah International Marine Sports Club, and more.
Retail and hospitality boost
Abdallah Sultan Al Owais underscored that the campaign is part of Sharjah’s broader strategic plan to reinforce its identity as a prime shopping and tourist destination. He cited retail forecasts indicating that UAE retail sales are expected to exceed Dh417.6 billion by 2026, highlighting the vital role such campaigns play in tapping into this momentum.
Khalid Jasim Al Midfa echoed these sentiments, stating the summer promotions campaign is part of a wider strategy aimed at increasing Sharjah’s regional and global appeal. He noted that the initiative is built upon public-private partnerships and seeks to integrate entertainment, culture, and retail to elevate visitor experience throughout the year.
Ahmed Obaid Al Qaseer noted that the campaign supports Shurooq’s vision to offer a well-rounded summer tourism experience focused on diversity, innovation, and service excellence. Destinations across Sharjah, Khorfakkan, and Kalba will be integrated into the programme through Shurooq’s hospitality and development assets, bringing together accommodation, recreation, and cultural offerings.
Offers, prizes and hotel packages
According to Aisha Saleh, Director of Festivals and Promotions Department at SCCI, shoppers can expect up to 75% discounts on a wide range of products across participating shopping malls, central markets, and retail chains.
This year’s campaign introduces a suite of raffle draws and shopping vouchers, with customers standing a chance to win gold bars, premium gifts and giveaways. Six major raffle draws will be held over the two-month period.
Shoppers and hotel guests will also enjoy exclusive offers at 23 hotel establishments, with more than 35 hospitality packages available. These include discounted room rates, food and beverage deals, complimentary tickets to key tourist destinations, and free credit for hotel amenities.
Digital access and smart app
For the first time, Sharjah Summer Promotions will incorporate a smart application enabling digital participation in raffle draws. Customers who make purchases or book hotel stays through the official platform www.shjsummer.ae will automatically be entered into the prize draws.
The digital hub offers a comprehensive overview of all summer offerings, hotel bookings, shopping destinations, and entertainment schedules. The move is aimed at simplifying access to deals and expanding the reach of promotional offerings to both residents and visitors.