WHEN Sharjah was awarded the status of cultural capital of the Arab world in 1998 by UNESCO (United Nations Educational, Scientific and Cultural Organisation), it was an official stamp of world recognition for what many people know already knew – that Sharjah is living testament to art and heritage, contained within a thriving metropolis.
Mohamed A. Al Noman, director of Sharjah Commerce and Tourism Development Authority, explained that the appeal of Sharjah lies in precisely this mix of the old and the new. “The old part comes through the heritage and culture of 6,000 years of settlement; and the new is from the architecture and technology of an oil-producing nation,” he said. “Sharjah is, to a certain degree, still untapped in terms of its tourism potential. The government believed it was essential to develop the infrastructure and the development of commerce and injury before pushing tourism, but we believe the time is right for people to discover Sharjah.”
For many European tourists, the emirate represents an ideal getaway, combining beach, shopping and culture – all in a family-friendly environment. Al Noman explained: “Shopping is one of the most popular pastimes here in the Gulf – not least in the hot summer months. In the last couple of years, we have seen a boom in terms of shopping malls, with three new ones opening up in the last two years. However, the traditional souks, selling everything from furniture to gold and spices, are as popular as ever.”
The family focus is a theme that runs throughout the city. Beaches are clean and safe, and the nightlife is also geared towards the family. This is one of the main attractions for visitors from overseas. Sharjah’s 25 state-of-the-art museums play a pivotal role in attracting visitors to the emirates, with more than 500,000 people passing through their doors in 2003 alone. Perhaps the best known is the Sharjah Desert Park, which also has the Arabian Wildlife Centre, the Sharjah Natural History Museum and a Children’s Farm in its grounds.
“The protection of the heritage and culture is one of the top priorities and the city is very proud of its museums,” said Al Noman. “Some have been quick to point out that the speed of development of the UAE means that there can be no culture here: we say that our 25 museums, and almost 100 art galleries tell a different story. It is these cultural facilities that really set us apart.”
Sharjah is steadily building a name for itself as a sports destination, with cricket and powerboating taking their place in the world calendar. Sharjah is now the leading one-day international cricket venue. Meanwhile, the Sharjah Grand Prix, part of the Formula One Powerboat Championship, has been held in the city for the past four years.
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