Ahead of the Curve

For 13 years, the Sharjah Investment and Development Authority (Shurooq) has been facilitating social, cultural, environmental and economic development in Sharjah by enhancing the emirate’s appeal across multiple fields. The authority’s portfolio of large-scale real estate, tourism, commercial and hospitality projects are improving the quality of life of residents and furthering Sharjah’s economic diversification policy by boosting the emirate’s investment environment across all verticals.

Today, Shurooq leads a diversified portfolio of 35 completed and ongoing infrastructure projects valued at more than AED 12 billion (US$3.27 billion) and covering an area of more than 12 million sqm across Sharjah’s western, central and eastern regions.

Ahmed Obaid Al Qaseer

Over the past year, it has built on this position of strength with the launch of several new projects. In May last year the authority opened Mysk Moon Retreat, the latest addition to the Sharjah Collection brand. Set in the shadow of Fossil Rock amidst the sand dunes of Mleiha, this is a first-of-its-kind luxury glamping destination and comprises 10 single-bed domes, eight of which have private pools, four family tents with private pools, and two single-bed tents. Each unit is self-sufficient and fitted with amenities including a private barbeque area. There is also a lobby and a common area.

Last year also saw Shurooq announce plans for the AED 87 million ($23.69 million) Al Hira Beach project in Sharjah city, which will transform the entire Al Fisht area into a vibrant, colourful and fully serviced corniche destination with facilities including children’s playgrounds, restaurants, cafés and retail outlets.

And in November 2021, Shurooq appointed Singapore-based The Lux Collective, a luxury hospitality management company, to manage two new hospitality projects set in Sharjah’s scenic central and east coast regions.

The nature-inspired LUX* Al Jabal Resort in Khorfakkan, located on a spectacular terrain hill overlooking a beach, will feature 45 eco-friendly units and suites that open out to expansive views of aquamarine waters and a jagged mountain range, and is expected to welcome guests in March 2023. LUX* Al Bridi Resort in Al Dhaid is located next to the newly opened Sharjah Safari, the largest conservation park in the region and the largest wildlife safari in the world outside Africa.

Also scheduled for a 2023 opening, this property will offer various types of animal encounters under safe and secure conditions and comprises of 35 luxurious private tents and the LUX* Me Spa.

November also saw Shurooq unveil its plans for Nomad, a first-of-its-kind tourism project in the region, offering fully equipped travel trailers that aim to offer close-to-nature travel experiences for families and adventure enthusiasts.

The following month, in December 2021, the authority rounded off a stellar year with the launch of the Khorfakkan Beach expansion project in Sharjah’s Eastern region.

Shurooq has several projects under development, and one that’s set to transform communities across the emirate is a 28,000 sqm five-star hotel and waterpark in Khorfakkan.

This property will feature 75 luxurious units, the first waterpark on the UAE’s East Coast, a shopping complex, restaurant, gym, spa, marina, and residential units.

This hospitality project will operate under Marriott International’s Autograph Collection and marks the debut of the global hospitality brand in Sharjah. Another large-scale project Shurooq is currently developing in the retail and entertainment sector is the Kalba Waterfront, the first waterfront destination with integrated services in Kalba, while under the Phase 2 expansion of Khorfakkan Beach project, the current 1.5-km stretch of beach will be extended to 2.5km and will include a series of restaurants and cafés along the beach, a fully equipped gym, fountain and other attractions and facilities.

Reflecting increased demand for outdoor authentic experiences, expansion plans are also underway for Mysk Al Badayer Retreat, set in the heart of the Badayer desert, which will house 15 new tents, while at Mysk Kingfisher Retreat in Kalba – a unique nature retreat in the UAE – 20 more luxurious tents with one, two, three and four bedrooms will be added.

The “enabling business environment” in Sharjah, coupled with high-quality infrastructure, a wealth of cultural capital, and diverse natural landscapes, have been “instrumental” in shaping Shurooq’s strategy of offering more diversified tourism products such as luxury and ecoretreats, and leisure and entertainment destinations, says Ahmed Obaid Al Qaseer, Acting Chief Executive Officer, Shurooq.

“Working in close collaboration with Sharjah Commerce & Tourism Development Authority (SCTDA) to firmly put the emirate on the world tourism map, Shurooq has been strengthening the emirate’s standing as an ideal sustainable tourism destination with projects that pay homage to its natural landscapes and cultural heritage,” he says. “Sharjah is a well-developed tourism destination in the region, and our diversified portfolio of projects align with the emirate’s policies and plans aimed at boosting the competitiveness of the sector and driving long-term profitability, innovation, and growth. Shurooq’s sustainable projects are key catalysts in enabling and mobilising tourism investments across Sharjah, most notably in projects with cross-sectoral impact.”

As a prominent industry stakeholder, Shurooq breaks boundaries by staying ahead of the global travel trends and creating personalised experiences that meet the luxury, experiential or eco-conscious travel needs of visitors, continues Al Qaseer.

This shift towards authenticity and demand from discerning clientele to experience destinations in unusual ways is realised through several of Shurooq’s projects, most notably The Chedi Al Bait, Sharjah and those under the Sharjah Collection brand managed by Mysk by Shaza, which includes the Mysk Kingfisher Retreat in Kalba, Mysk Al Faya Retreat in Mleiha, Mysk Al Badayer Retreat, and Mysk Moon Retreat.

“These projects, which show a respect for their natural and cultural environment, are further attracting and promoting long-term sustainable investments into the emirate,” notes Al

Qaseer.

Today, sustainability, preservation of natural resources, and net zero strategies are high priorities for any developer, he says.

“As we continue to evolve, our focus will be firmly on development that is beneficial in the long run to both the planet and its people. This commitment to sustainability will be evident in all our forthcoming projects as we aim to drive deeper impact through our environmentally conscious journey,” he notes.

One of Shurooq’s pioneering projects raising the sustainability quotient in the emirate is the AED 2 billion ($545 million) Sharjah Sustainable City – the first fully integrated, Net Zero Energy residential community in Sharjah. Developed in partnership with Diamond Developers, what makes this project unique is that when complete, it will be powered entirely by renewable energy produced by solar panels, while recycling plants onsite will recycle 100% of both water and waste.

“This mixed-use project is a showcase of carbon-free sustainable living and with bio dome greenhouses and sustainable farming plans in place, it is leading to a demand for more investments in world-class infrastructure that embody the concept of sustainable living,” stresses Al Qaseer. “Our four projects developed under the Sharjah Collection brand and operated and managed by “Mysk by Shaza”, further exemplify Shurooq’s environmentally conscious journey.

The focus on environmental protection and conservation of a globally important wetland is what sets apart the Mysk Kingfisher Retreat where every aspect of its construction to the choice of building materials and design elements stem from a deep respect to the needs of sensitive flora and fauna of this natural reserve.

“By repurposing what remained of a stone structure originally constructed during the 1960s with sustainable and robust materials, Mysk Al Faya Retreat drives our environmental commitment even further. Both Mysk Al Badayer Retreat and Mysk Moon Retreat are also ecoretreats that are mindful of the unique ecosystems they are set in, and where a host of sustainable practices are implemented and practiced. With the UAE integrating the 17 Sustainable Development Goals under the UN’s 2030 Agenda, Sharjah is “committed to promoting inclusive and sustainable growth with responsible investments in all sectors”. Shurooq’s developmental goals stem from “a clear understanding of maintaining harmony and a balance with our natural environment”, notes Al Qaseer. Shurooq’s Sharjah Sustainable City Project, he says, “reflects our commitment to promote the green economy culture in Sharjah and the UAE and is aligned with SDG 11 that aims to make cities inclusive, safe, resilient and sustainable. This fully integrated Net Zero Energy community has been designed to fulfil the needs of a growing urban community, providing them with the highest standards of living without harming the Earth’s resources. “Shurooq also aims to deliver on the key goals of SDG 6, ensuring availability and sustainable management of water and sanitation for all through a public-private partnership with infrastructure firm, Besix, to operate an existing wastewater treatment plant at Al Saja’a in Sharjah.”

Al Qaseer stresses that while sustainable tourism practices have driven the industry’s momentum, Shurooq and Sharjah are “moving to the next step where the focus is on working together and evolving with the environment, people and the local businesses through the framework of tourism”.

“By improving the quality of life of local people, regenerative tourism helps communities and tourism sites to continuously renew themselves,” he says. “This shift offers opportunities for travellers to be involved in the preservation of tourist destinations while operators will go beyond mere carbon offsetting strategies to offer a more measurable and positive impact on the environment.” Heading into the second half of 2022, Shurooq is “committed to developing projects that benefit citizens, residents, and visitors alike,” stresses Al Qaseer.

“We aim to translate Sharjah’s ambitions of economic diversification, rooted in the principles of sustainable development as the core of its investment strategy. To bring this vision to reality, Shurooq will continue to work with investors and build effective economic partnerships to develop projects that meet the needs of the communities in Sharjah and enhance the cultural and architectural fabric of the emirate. As a participant of the comprehensive construction and development processes, Shurooq will continue to expand the scope of strategic sustainable investment opportunities in Sharjah, strengthening its appeal as a cultural and investment hub in the region.”

UNWTO