Students gain hands-on experience as Sharjah advances tourism and sustainable growth.
Sharjah: The Sharjah Commerce and Tourism Development Authority (SCTDA) and the American University of Sharjah (AUS) have partnered to drive tourism innovation while providing students with hands-on experience in the UAE’s expanding tourism sector.
The collaboration was formalised on April 8 through the signing of a memorandum of understanding by Khalid Jasim Al Midfa, Chairman of SCTDA, and Tod Laursen, Chancellor of AUS. The ceremony took place at the House of Wisdom in Sharjah.
Harnessing student ideas for Sharjah’s tourism
On the sidelines of the ceremony, Al Midfa told Gulf News that the collaboration builds on the success of last year’s Sharjah Tourism Innovation Hackathon, held alongside the Sharjah International Travel and Tourism Forum.
He noted that these initiatives highlight the authority’s commitment to strengthening Sharjah’s position as a forward-looking and innovative tourism hub.
“It provided an excellent platform to showcase students’ ideas to leading experts and industry stakeholders from around the world. Many of these concepts have strong potential for implementation in the coming years and are well-positioned to address evolving needs within the tourism sector,” Al Midfa said.
Al Midfa noted that tourism remains a vital sector globally, including in the UAE.
“In Sharjah, it accounts for around 10% of GDP, which is significant. The scale of ongoing development projects in the emirate is creating new opportunities and reinforcing the need for such collaborations. The ideas emerging from today’s students will not only serve current demands but also shape the future of the tourism industry,” he said.
He also highlighted key destinations across Sharjah, including the East Coast, home to seaside towns such as Khorfakkan and Kalba; the Central Region, known for archaeological sites like Mleiha, expansive dunes such as Al Badayer (Big Red), and agricultural hubs like Al Dhaid. He added that a range of new tourism offerings has further expanded the emirate’s portfolio.
Focus on student experience and real-world skills
In a separate interview, Laursen told Gulf News that the partnership is designed to better prepare students for the realities of the job market.
“From a university perspective, the goal is to provide students with real-world experience that is relevant to the economy around us. Elements of tourism and commerce have been integrated into some of our courses, giving students the opportunity to work on practical, industry-related challenges,” Laursen said.
While no new academic programmes are being introduced, existing disciplines such as marketing, design, and media studies align closely with the partnership, supporting its objectives and enhancing student engagement with the tourism sector.
“We’ve already seen strong participation from students across different programmes, often bringing them together in teams to work on challenges presented by the authority. This collaboration has clear potential to grow, with new opportunities likely to emerge in the future,” Laursen said.
When asked about the role of artificial intelligence and online information, Laursen said he remains “optimistic.”
“It is changing how work is done. We want to ensure our students have a competitive edge in the job market by becoming familiar with these tools and learning how to use them effectively,” he said.
Driving innovation and sustainable growth
The partnership is expected to foster research, knowledge exchange, and innovative solutions to strengthen tourism in Sharjah and across the UAE. Both leaders emphasized that combining academic expertise with industry insight will empower students while positioning Sharjah as a regional hub for tourism innovation and future-ready talent development.
Additionally, it highlights Sharjah’s continued focus on creating new opportunities through strategic partnerships between public institutions and academia.
