Published on
November 7, 2025
Sharjah Asset Management (SAM), which is the investment branch of the Government of Sharjah, has completed its participation at the 2025 World Travel Market (WTM) in London, the most significant global tourism and travel event. Primarily targeting the investment, tourism, and hospitality sectors, SAM’s participation was aimed at enhancing Sharjah’s status as a major destination for business and leisure tourism.
Held annually, WTM brings together key decision-makers, investors, and industry experts from across the globe. The 2025 event provided an ideal platform for Sharjah Asset Management to explore new opportunities, foster collaboration, and expand Sharjah’s tourism and hospitality footprint internationally. The SAM delegation engaged in high-level meetings with both local and international partners, discussing various avenues for cooperation and sharing expertise.
Strengthening Tourism and Investment
Sharjah Asset Management’s involvement in the World Travel Market aligns with the emirate’s strategic vision of diversifying its economy, with a particular focus on the sustainable development of its tourism and hospitality sectors. The company is committed to fostering economic growth through sustainable investments and forging partnerships that can positively impact both regional and global tourism.
Salim Al Madfa, Chief Officer of Corporate Communications and the Customer Experience Sector at SAM, highlighted the company’s focus on forging strategic partnerships to drive growth in Sharjah’s tourism industry. Al Madfa emphasized that the WTM participation is part of SAM’s broader goal to reinforce Sharjah’s status as a dynamic investment and tourism hub. By showcasing its achievements and discussing future plans, SAM aims to position Sharjah as a leading player in the global tourism market.
His statement conveyed that the event serves not only as an opportunity to highlight Sharjah’s diverse tourism offerings but also to seek partnerships that can promote sustainability and economic development across the region. The insights shared at WTM reflect the emirate’s continued efforts to attract international tourists, investors, and stakeholders interested in its growing hospitality landscape.
Boosting Sharjah’s Tourism Industry
Sharjah is home to a unique cultural and heritage offering that continues to attract tourists from around the world. SAM’s participation at WTM in London comes at a pivotal time for the emirate’s tourism sector, which is poised for further growth. Sharjah has long been recognised for its blend of cultural experiences and modern leisure amenities, making it an ideal destination for both business and leisure travellers.
The discussions at WTM focused heavily on enhancing tourism investments, with specific emphasis on expanding the emirate’s hotel and resort portfolio, as well as developing new attractions that align with global tourism trends. The SAM delegation’s engagement at the event was integral to highlighting the opportunities Sharjah presents for investors in these sectors.
SAM’s Sustainable Economic Strategy
SAM’s participation at WTM also reflects the organisation’s commitment to sustainable development, which is central to Sharjah’s growth agenda. The company’s investment approach integrates sustainability, focusing on projects that benefit the local community while maintaining economic growth. Tourism, as one of the key pillars of Sharjah’s strategy, stands to benefit from these initiatives, ensuring long-term viability and resilience in the face of global economic challenges.
In addition to attracting investments, SAM’s approach to fostering partnerships helps create an environment where local tourism businesses, from hotels to heritage sites, can thrive. With the growing number of international tourists visiting Sharjah, these partnerships are essential in ensuring that the city’s infrastructure, services, and cultural experiences can support increased demand.
Sharjah’s Role as a Regional Leader in Tourism
Sharjah’s tourism sector has seen consistent growth, with the emirate ranking as one of the leading cultural and leisure destinations in the UAE. SAM’s initiatives, coupled with Sharjah’s unique offerings, make it an attractive option for tourists looking to explore a region rich in heritage and modernity.
SAM’s participation in the WTM aligns with Sharjah’s broader ambitions to further establish itself as a competitive destination in the global tourism industry. Over recent years, Sharjah has significantly developed its tourism infrastructure, including the expansion of attractions such as Al Noor Island, the Sharjah Art Foundation, and the Sharjah Museum of Islamic Civilisation. These landmarks, along with world-class hotels, resorts, and restaurants, offer visitors a mix of authentic experiences and modern luxury.
The active presence of SAM in global tourism events like WTM reinforces Sharjah’s competitive edge. As more investors recognise the potential of Sharjah’s tourism sector, the emirate is expected to attract increasing numbers of international tourists, which in turn will have a positive impact on the local economy.
Future Prospects and Long-Term Goals
Looking ahead, Sharjah aims to continue strengthening its position as a premier tourism destination. The partnerships and collaborations explored at WTM are set to contribute to the emirate’s long-term tourism development goals. With a projected rise in tourism arrivals and investment, SAM’s strategic vision is aligned with Sharjah’s broader economic objectives, which include increasing the number of international visitors and expanding the emirate’s tourism offering.
Sharjah Asset Management’s participation in WTM 2025 highlights the emirate’s proactive approach in positioning itself as a competitive force in the global tourism market. As Sharjah’s hospitality and tourism sectors continue to grow, the city is poised to reap the benefits of a diversified economy, ensuring its status as an attractive investment and tourism hub.
Bottom Line
The ongoing financial support for the tourism and hospitality areas in Sharjah, led by the Sharjah Asset Management, is a guarantee of a strong attraction for the city as a top destination for both tourists and investors. The emirate has golden prospects for more international recognition and the influx of visitors when WTM 2025 participation turns out successful. By creating alliances and making sustainability a part of investment policy, Sharjah can already be called a strong follower of the international tourism market in this region.
