Although Sharjah's tourism sector, like the rest of the economy, has been impacted by the COVID-19 pandemic, government assistance and stimulus packages have assisted this essential sector meet the challenge, according to Khalid Jasim Al Midfa, Chairman of Sharjah Commerce and Tourism Development Authority (SCTDA).

Domestic tourism has mostly cushioned the impact and now is appearing to be the Emirate's tourist sector's backbone in the aftermath of the COVID-19 crisis.

Because of the government's assistance, the UAE itself has successfully withstood the storm and now faces a brighter future, according to Al Midfa. “Recovery to pre-crisis levels is likely to take longer than anticipated since a broader re-opening of borders yet to be seen. We also have to consider long-term modifications in travel behavior because of the crisis,” he added.

Al Midfa outlined the Sharjah government's strategies for revitalizing the Emirate's tourism sector, declaring that the Emirate is working to restore traveler confidence through initiatives like the "Sharjah Safe for Travel Stamp" and continuous vigilance of the Emirate's tourist attractions and hospitality establishments in cooperation with Sharjah Health Authority.

“We had concentrated most of our recovery policy on assisting the Emirate's tourist businesses in effectively adapting to new difficulties, while still bringing together policy initiatives which will give financial assistance to suffering tourism enterprises,” he said.

SCTDA has sustained strategic ties with major markets where Sharjah's presence is promoted through a variety of media and advertising channels with powerful promotional campaigns. Al Midfa emphasized that perhaps the Emirate is already aggressively aiming for international markets by conducting promotions internationally in preparation for the post-Covid19 period, and also looking at prospects for potential sector development, like diversification into adventure and nature-based tourism, education and research tourism, and sports tourism. Adoption of digital solutions and experiences is also playing an important role in the post-COVID tourism strategy.

While the impact of COVID-19 on the tourism industry has been substantial, so both the foreign and local tourism industries have been impacted by the prevention strategies, Al Midfa stated that there is light at the end of the tunnel, and tourists are returning to Sharjah.

“As a result of early preventive steps, the UAE has seen some signs of recovery, particularly in the lucrative domestic market.” As the vaccine rollout gathers traction, 2021 is expected to witness a comeback in the tourism industry – particularly in the second half to the fourth quarter of the year, when travelers need to go and trust in the vaccine grows,” he said.

“We could be surer about domestic tourism since the conditions of international travel and border constraints are still shifting. Domestic travelers may offset more spending on leisure and eating with lower travel costs,” he noted.

Al Midfa praised the country's tourist and hospitality industries for managing the Covid-19 issue cleverly and efficiently: "The UAE tourism and hospitality business has been tremendously successful in dealing with Covid-19." Domestic tourism is already effective in implementing and enforcing rigorous health and safety measures, assisting in the management of the epidemic, and providing tourists with a feeling of security.

“Our hotels and hoteliers' reaction to the emergency is remarkable, as they have reinvented the customer experience and associated with guests efficiently, as most of our venues and attractions continue to do it as we reopen to tourists.”

Al Midfa praised the UAE government's initiative to boost tourism across the nation as an exciting and fruitful approach that has yielded real good outcomes. This inter-sector, coordinated effort is an excellent model for most of us in the business of how to proceed ahead, enabling all destinations to assist recovery throughout all levels, he continued.

“Sharjah has been exceptionally foresighted in generating significant publicity for our locations while promoting a huge number of discounts and travel packages created by our hospitality businesses and stakeholders.” Promotional efforts have emphasized these specifically planned trips and projects. Furthermore, SCTDA has stepped up across all media platforms, presenting the unique hidden treasures, unspoiled landscapes, and fascinating attractions that the Emirate has to offer visitors,” Al Midfa added.

As per the Chairman of the SCTDA, Sharjah has been using creative techniques to engage new tourists and increase its footprint in all markets. “Through online cooperation with key destination management businesses, we have utilized this crucial moment to broaden our reach, network, and contacts. As part of our strategy to improve connectivity and attract new markets, our international sales staff and key agents have profited greatly from online training programs and webinars. Strong airline industry alliances continue to be an important component of our marketing objectives to build collaborations and cooperative actions promoting Sharjah and boosting awareness on destination offerings.”