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• H. Khalid Jasim Al Midfa: The fair offers an unmissable opportunity to interact with the largest gathering of representatives from the global travel and tourism industry

Date Published: Tuesday, March 7, 2017 The Sharjah Commerce and Tourism Development Authority (SCTDA) is leading a delegation of key stakeholders in the emirate’s tourism sector to ITB Berlin – taking place in the German capital on March 8-12, 2017 – marking its 20th participation in the international exhibition. His Excellency Khalid Jasim Al Midfa, Chairman of SCTDA, said: “For two decades, the Sharjah Commerce and Tourism Development Authority has not missed an edition of the ITB Berlin exhibition. And here we are once again, for the 20th time, in the German capital to reflect a positive image of our emirate and introduce the world to Sharjah’s diverse tourism offerings – from family-friendly venues and retail outlets to cultural heritage sites, outdoor adventures, and leisurely beach resorts.” “The ITB Berlin exhibition is one of the most prominent events in our industry,” H.E. Al Midfa continued; “it is a permanent fixture on our entire sector’s calendars. The fair offers an unmissable opportunity to interact with the largest gathering of representatives from the global travel and tourism industry.” The Authority is setting up a 451-square-metre stand, where it will be promoting Sharjah as a year-round family-friendly, cultural, and leisure destination. The emirate’s rich heritage will be on full display at the exhibition through henna artists, Arabic coffee makers, and traditional sweet makers, in addition to calligraphy displays, and a traditional dress photo opportunity. The delegation includes representatives of Sharjah International Airport, Sharjah Museums Department, Sharjah Investment and Development Authority (Shurooq), Environment and Protected Areas Authority (EPAA), Sharjah Institute of Heritage, Sharjah Airport Travel Agency, Cozmo Travel, Auras Tours, Sheraton Beach Resort, Ramada Hotel, Oceanic Hotel / Hotel Holiday International, Golden Tulip Hotel, Coral Beach Resort, Royal Tulip Act Hotel, and Al Shaab Village. ITB Berlin is the foremost global travel and tourism trade platform. Covering a total space of 160,000 square metres, the yearly exhibition attracts more than 200,000 visitors, 10,000 exhibitors, and 1,000 qualified top buyers from 187 countries. The Exhibition – which generates EUR7 billion in turnover – can boast of a very high exhibitor satisfaction rate exceeding 90%. Germany has always been a key market for Sharjah and traditionally the Emirate has received good numbers. Attendance at this event is crucial to ensuring presence not just in Germany but across Europe. This year the Authority is looking forward to developing new outbound contacts and increasing its current room take up from Germans, through more strategic marketing and increased joint collaboration with key operators.