The Sharjah Commerce & Tourism Development Authority (SCTDA) recently concluded a vibrant two-city roadshow in Mumbai and Delhi to showcase its latest campaign, Har Rasta Ek Nayi Kahani. Conceptualised and executed by SCTDA’s India office, Think Strawberries, the campaign highlights Sharjah’s cultural richness, diverse experiences, and growing appeal among Indian travelers. The campaign film, curated exclusively for the Indian market with original music, was officially unveiled by H.E. Khalid Jasim Al Midfa, Chairman of SCTDA. The film showcases Indian influencers Thomson Pascal Sequeira and Iona Carvalho, along with travel enthusiast Abhijit Singh, and features an original musical composition by Abhimanyu Dudi.

Highlighting India’s significance as a key market, H.E. Khalid Jasim Al Midfa said, “India remains one of our top source markets and we understand the importance of creating experiential content that truly connects with travelers. Through campaigns like this, we aim to present Sharjah not just as a destination, but as a living experience where culture, heritage, and adventure come together to create meaningful journeys for every visitor.”

India continues to be in focus for Sharjah, registering a remarkable 38% year-on-year increase in Indian hotel guests in the first half of this year, rising from 82,000 to 130,000 visitors. This growth reflects sustained promotional efforts since 2014, supported by Sharjah’s representative office in India. The Chairman added, “Indian travelers are a key part of our growth strategy. Sharjah offers something for every traveler, from mid- to high-income families seeking luxury retreats like Kingfisher Retreat to those exploring value-driven attractions such as the Arabian Wildlife Centre, where learning and adventure come together.”

Expressing pride in the campaign, Munnmunn Marwah, COO of Think Strawberries, said, “We aimed to craft a narrative that resonates deeply with Indian travelers and positions Sharjah as both inspiring and accessible. Through this campaign, we are highlighting five carefully curated pillars: history and culture, beaches, nature, desert, and adventure to showcase Sharjah as a destination that offers something for everyone, ensuring travelers experience the emirate’s richness in a structured and memorable way.”

The roadshow witnessed enthusiastic participation from major stakeholders, including Shurooq, SATA, Al Zajil, Centro Hotel, Golden Tulip Sharjah, Air Arabia, and Emirates, reflecting a united effort to position Sharjah as a premier destination for Indian travelers. His Excellency Abdulla Husein Salman Mohamed Al-Marzooqi, Consul General of the United Arab Emirates in Mumbai, also graced the roadshow in Mumbai. In contrast, the Delhi roadshow was further graced by the esteemed presence of His Excellency Dr Abdulnasser Alshaali, Ambassador of the United Arab Emirates to India, adding significance to the occasion. Speaking at the event, the Chairman reiterated, “India continues to be one of our most important source markets, contributing significantly to Sharjah’s tourism growth. With this campaign, we aim to present Sharjah not just as a destination, but as an experience that seamlessly brings together culture, heritage, and family values in a way that is both authentic and memorable.”

Sharjah’s tourism infrastructure continues to strengthen, with Sharjah International Airport, originally built to handle 8 million passengers annually, welcoming 17 million last year. An ambitious expansion is underway to raise capacity to 25 million by 2027. Air Arabia, Sharjah’s national carrier, continues to expand its fleet and destinations, while the emirate benefits from proximity to Dubai International Airport, enhancing connectivity across the region.

With 16 museums, leading universities such as the American University of Sharjah and University of Sharjah, and programmes designed for all ages, Sharjah has built a strong foundation in knowledge, culture, and innovation. The emirate is shaping its tourism offerings around “edutainment,” blending education with entertainment to create attractions that are both enjoyable and meaningful. “Every traveler should leave Sharjah having learned something new and gained a deeper appreciation of our culture,” the Chairman emphasised.

New resorts in the desert and along the east coast in Khorfakkan, Kalba, and Dibba Al Hisn offer travelers scenic escapes on the shores of the Indian Ocean, framed by mountains and panoramic views. The new highway has significantly enhanced accessibility by reducing the travel time between Sharjah and Khorfakkan from 2.5 hours to under an hour.

With its potent blend of culture, heritage, nature, and innovation, Sharjah is redefining itself as a destination that speaks to modern travelers while preserving its timeless values. The successful conclusion of the India roadshow not only reinforced the emirate’s commitment to the Indian market but also showcased its vision of offering authentic, diverse, and transformative experiences. As Har Rasta Ek Nayi Kahani unfolds, Sharjah is poised to inspire every traveler with a story worth taking home.

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