Shurooq to Launch Three Luxury Hospitality Projects

Sharjah Investment and Development Authority (Shurooq) has unveiled three new luxury hospitality projects worth AED 130 million at ATM 2019, which are nearing completion and slated for an official launch in the second half (H2) of  2019. Situated in three distinct historical and natural sites across the emirate of Sharjah, the three projects are Al Faya Lodge at Mleiha Archaeological and Eco-tourism, Kingfisher Lodge at Kalba, and finally, the Al Badayer Oasis being developed in the Al Badayer desert.

The projects are poised as world-class additions to Shurooq’s growing portfolio of leading cultural and eco-tourism projects in Sharjah. They make up the ‘Sharjah Collection’ brand, developed and launched by Shurooq and managed by Mysk by Shaza Hotels.

Designed to provide guests with comfort, privacy and amazing views overlooking the Indian Ocean and a forest of mangrove trees surrounding its natural location, Kingfisher Lodge is one Sharjah’s leading eco-friendly hospitality projects.

The bespoke and exclusive property populated with only 25 luxury tents, a wellness centre and an outdoor yoga area has been experiencing full bookings since its launch in early 2019, bringing the spirit of self and of the natural environment closer together. The luxurious lodge also hosts a range of common recreational facilities – a swimming pool and restaurants that offer authentic dining experiences with a touch of the famous Arabian hospitality.

Nestled in central Sharjah, the Al Faya Lodge and Al Badayer Oasis are located in Sharjah’s Mleiha Archaeological and Eco-tourism destination, and the Al Badayer desert, respectively. Both luxury properties offer guests a remarkable new experience of the rich Emirati heritage, its authentic cuisine and its way of life back in the day – all blended with the flourishes of best-in-class luxury hospitality.

Each project plays a crucial role in reflecting on its surrounding nature, where Al Faya Lodge offers visitors with a one-of-a-kind authentic experience through Mleiha’s history, as well as the history of Sharjah’s culture and heritage. It encompasses 3 stone buildings, the lodge, the spa, and the F&B unit developed within two buildings that have been completely preserved, restored and developed to include five rooms, a café and restaurant with an indoor and outdoor seating area. An additional building will house the spa and swimming pool.

A new definition of overnight camping will be introduced through the launch of Al Badayer Oasis. , as the luxury hospitality project will grant its guests and visitors access to all necessary amenities to an off-road adventure and located near one of the largest dunes in the region, as well as experience traditional open-air courtyards and majlis-style lounges located between luxurious tents, kiosks and towers developed and inspired by historical Emirati forts.

Sharjah Investment and Development Authority (Shurooq) has been playing a leading role in boosting Sharjah’s potential as a new hub for authentic eco-tourism and luxury hospitality, for both tourists and international investors at the Arabian Travel Market (ATM 2019), which kick-started today (Sunday) and concludes on May 1st at the Dubai World Trade Centre (DWTC).

Ahmed Obaid Al Qaseer, COO of the Sharjah Investment and Development Authority (Shurooq), said the tourism projects developed by the Authority in partnership with local and international tourism and hospitality companies reflect the emirate’s cosmopolitan ambitions while keeping intact its heritage, history and natural environments.

He added: “Shurooq is highlighting its stellar portfolio of hospitality and eco-tourism projects such as Al Bait Hotel, Al Faya Lodge, Kingfisher Lodge, Al Badayer Oasis, Mleiha Archaeological and Eco-tourism project, Al Noor Island and many more at ATM 2019, to educate visitors and investors about the emirate’s tourism sector and lucrative investment opportunities it offers,”.

Preferred destination for cultural tourism

“Sharjah is witnessing rapid growth in its tourism sector, thanks to the efforts of Shurooq led by the unique vision of its Executive Chairman, Marwan bin Jassim Al Sarkal. The emirate has become a leading destination for cultural tourism in the region, where travellers can experience true Emirati and Arabian hospitality, and explore the history of the area. Sharjah represents an ideal environment for our business development,” said Chris Nader, Vice President – Development, Shaza Hotels.

He added: “Today’s guests are looking for experiential tourism, to being connected to the local community and understanding the culture in an authentic manner. Sharjah has leveraged its diverse natural composition to build on the emirate’s cultural tourism offerings, leading to the birth of unique opportunities in the regional hospitality sector. By partnering with Shurooq on three unique retreats – Kingfisher Lodge, Al Faya Lodge and Al Badayer Oasis – we have the perfect platform to offer our guests experiences that they cannot find anywhere else.” 

Nader added: “Guests can wake up in their private tents to the sounds of waves breaking and rare birds singing, enjoy a one-of-a-kind spa experience near Fossil Rock, discover the Mleiha Archaeological Centre, and spend the rest of their stay in Al Badayer overlooking the majestic dunes of Sharjah, indulge in desert activities, and more.”

Talking about the partnership with Shurooq, he added: “Shurooq is playing a crucial role in promoting Sharjah as a business-friendly destination while offering a distinct value proposition to differentiate itself from other destinations in the region. Partnering with Shurooq has been a very quick and smooth process. We have rarely seen so much support and involvement for our business partners to bring these projects to life.

I think our experience with Shurooq is a good example of how the entity deals with all their partners. It shows investors that if they come to Sharjah, the process will be as smooth and easy as our experience with them was. Shurooq is doing a fantastic job in supporting the private sector and it definitely leads by example.”

Commenting on Shaza Groups’ participation at ATM, he further added: “We have just opened Kingfisher and Al Faya and are about to open Al Badayer. We will showcase these projects at the Shurooq stand, the Sharjah stand, and of course our own Shaza stand. We want visitors to see these new projects that we are introducing to the regional hospitality scene, in addition to projects in the pipeline.

Authentic hospitality

Patrick Moukarzel, General Manager, Al Bait Hotel, said: “Sharjah has become a prominent destination for travel and tourism for all UAE visitors who want new and unique experiences. The emirate offers travellers an immersive experience of the culture and traditions of the country. This positions Al Bait at the forefront of luxury travel destination in the cultural hub of UAE.”

Moukarzel pointed out that the GHM (General Hotel Management) group had been established over 25 years ago and managed some of the most luxurious and exclusive resorts around the world. This experience gave it valuable insight into the demands of luxury travellers and helped it take informed decisions in improving guest experiences daily, putting local knowledge and cultural sensitivities at the forefront.

“Al Bait Sharjah offers a unique experience for its guests at every step of their journey, starting from the moment they arrive at the resort. The team takes the same approach to hospitality and guest experience outside Al Bait’s walls too. Our visitors can expect to feel like they have arrived at Al Bait Sharjah itself right from the moment they step into the country,” said Moukarzel.

Shurooq is participating in ATM 2019 as part of the Sharjah Pavilion under the Sharjah Commerce and Tourism Development Authority’s (SCTDA) in Hall 4 at DWTC.