Sharjah set to unveil new tourism vision at ATM 2025 in Dubai
Rare 1934 Rolls-Royce Phantom II to feature at the classic car showcase
DUBAI: Sharjah is gearing up for a major presence at the Arabian Travel Market (ATM) 2025, which will be held from April 28 to May 1 at the Dubai World Trade Centre.
Led by the Sharjah Commerce and Tourism Development Authority (SCTDA), the emirate’s pavilion will bring together more than 25 entities from both the public and private sectors. The focus will be on showcasing Sharjah’s latest tourism, cultural, and development initiatives, reinforcing its growing stature as a top regional and global tourism destination.
The event, themed "Global Travel: Shaping the Future of Tourism through Enhanced Connectivity," will serve as a vibrant platform for exchanging expertise and exploring best practices. ATM 2025 expects to host over 55,000 travel professionals and 2,800 exhibitors from 161 countries, with registration numbers more than doubling compared to last year. Notably, 52 percent of visitors are projected to come from outside the Middle East, highlighting the exhibition’s global reach.
Sharjah at ATM 2025
Under the umbrella of SCTDA, Sharjah’s pavilion will feature key government entities, including the Sharjah Broadcasting Authority, Sharjah Airport Authority, Environment and Protected Areas Authority, Sharjah Museums Authority, Sharjah Institute for Heritage, and the Sharjah Investment and Development Authority (Shurooq). Additional participants include Sharjah Asset Management Holding, Sharjah Sports Council, Sharjah Old Cars Club, Sharjah International Marine Sports Club, Tanweer Festival, and the newly introduced cultural culinary destination, Bait Elowal.
The private sector will be strongly represented by hotels and travel agencies such as Four Points by Sheraton, Sheraton Sharjah Beach Resort and Spa, Copthorne Hotel Sharjah, Doubletree by Hilton Sharjah Waterfront, Novotel Sharjah Expo Centre Hotel, and Golden Tulip Sharjah. Travel companies including Al Zajil Tourism, Cozmo Travel, Smart Travel, Holidays Tours, Sharjah Airport Travel Agency, Air Arabia, ARADA, and TravTalk magazine will also be part of the delegation.
New tourism identity
Sharjah’s delegation will host a press conference at the Sharjah pavilion on Wednesday, 30 April at 11:00 AM. Khalid Jasim Al Midfa, Chairman of SCTDA, along with senior officials and industry leaders, will unveil the emirate’s new tourism brand identity. This announcement will reflect Sharjah’s cultural richness, creative dynamism, and commitment to sustainable tourism growth.
Key discussions will centre on Sharjah’s eco-tourism initiatives, entertainment offerings, adventurous experiences, and its robust year-round events calendar. The unveiling aims to position Sharjah as a leader in promoting authenticity, sustainability, and innovation in tourism, aligning with the emirate’s strategic goals for global recognition.
Celebrating automotive heritage
Sharjah’s diverse showcase at ATM 2025 will also include a unique highlight by the Sharjah Old Cars Club. Among the treasures on display at Sheikh Saeed Hall, stand ME0720, will be a rare 1934 Rolls-Royce Phantom II, a magnificent example of British automotive craftsmanship.
Manufactured between 1929 and 1936 in limited numbers, this iconic model features a 7.7-litre six-cylinder engine, rear-wheel drive, and a four-speed manual transmission. The showcased vehicle, bearing the plate "Classic Sharjah 1000," boasts bespoke coachwork from one of Britain’s leading manufacturers of the era.
Dr. Mohamed Bin Butti Al Hajeri, Vice Chairman of the Board of Directors of the Sharjah Old Cars Club, emphasised that their participation aligns with the club’s strategy to enhance regional and international exposure. He noted that showcasing the classic Rolls-Royce reaffirms Sharjah’s commitment to preserving mechanical heritage as an integral aspect of its cultural identity.
Held alongside global giants such as Booking.com, TripAdvisor, Agoda, and dnata, and featuring 185 expert speakers across 68 sessions, ATM 2025 is poised to shape the future of tourism – and Sharjah is set to be a key contributor to this transformative journey.