THE Coral Beach Resort – Sharjah will join the Sharjah Commerce and Tourism Development Authority (SCTDA) on the emirate’s stand at ITB Berlin this month as part of a concerted marketing push for European and CIS markets.
The exhibition is a priority on the calendar of every tour operator and travel agent in Northern Europe, says Jean-Pierre Simon, regional general manager, Northern Emirates, Coral Hotels & Resorts. “In addition to renewing contacts and contracts, ITB Berlin provides an ideal opportunity to inform the trade about new developments in Sharjah, which is the Capital of Islamic Culture 2014 as well as the Capital of Arab Tourism for 2015,” he says.
DOUBLE-DIGIT GROWTH
Inbound tourism to the emirates in the UAE has continued double-digit growth through 2013, with nearly 1.4 million arrivals in the first nine months, of which European visitors made up one-third of the total.
“The healthy mix of visitors reflects the range of attractions in Sharjah, which are set to increase with the Heart of Sharjah redevelopment featuring restaurants, galleries, souks, museums and archaeological sites; the new Al Majaz Island with its 4,500-seat amphitheatre, galleries, shops and restaurants, and other projects such as the Sir Bu Nuair island resort and museum and the Khor Kalba eco-tourism scheme,” says Simon.
“While we know our European guests are looking for sunshine, the added elements of an authentic heritage on show in our 22 museums, at the creek and in the souks, is becoming increasingly important as tourists seek experiences as well as a healthy glow.”
The SCTDA is launching a new marketing strategy this year targeting niche sectors including cultural tourism, halal tourism and education tourism, as well as its traditional family tourism, and will boost online activities as well as targeting the travel trade and media to boost awareness of the emirate and its unique selling points.
The Coral Beach Resort – Sharjah features 156 spacious rooms, many with a panoramic sea view. The resort is located on one of the emirate’s principal sand beaches and features a range of leisure activities for all ages, including the Rimal Club, state-of-the-art fitness centre, children’s pool, indoor playroom and complimentary kid’s club as well as tennis (by famed Clark Francis Tennis Academy), badminton, volleyball and two outdoor swimming pools.
Exceptional half-year results have been announced for the hotel, with occupancy levels reaching an average of 90 per cent, informs the general manager. “Sharjah is growing in popularity as a tourist destination with arrivals at the airport up 13.6 per cent last year to reach 7.5 million, while hotel guest numbers rose 8 per cent to top the 500,000 mark, according to the SCTDA figures.
“Among these positive figures, the property stood out with occupancy levels in the first half of 2013 nearly 20 points above the average in the city, while achieving the highest revenues per available room.”
Sharjah is successfully promoting its family-friendly tourist environment to a wider audience, he adds, with events such as the Sharjah Light Festival and the Sharjah Water Festival enhancing the city’s appeal.
The resort’s top five markets currently are Russia, Kazakhstan, Ukraine, Europe/Germany and the GCC, but Simon sees potential in new markets such as the Scandinavian countries, Switzerland and Uzbekistan with operators in these countries “showing interest in developing links with Sharjah”.
Simon attributes the success of the resort to a combination of a beach location, superb facilities and a proactive staff team. “Our landscape is undoubtedly a unique selling point for us and the family-friendly environment is another factor as well as excellent food and service, and plenty of activities for all the family.”