Gen Z travellers drive ecotourism growth as interest shifts from traditional malls to nature-based experiences.
Sharjah Collection recorded a five per cent increase in guests at its resorts and hotels in August 2026 compared with the same month last year, according to Shaikha Al Shamsi, Senior Director of Marketing at the Sharjah Investment and Development Authority (Shurooq).
Al Shamsi shared the figures while speaking on the sidelines of the Arabian Travel Market, which began in Dubai on Monday.
Commenting on the increase in visitor numbers, Al Shamsi attributed the growth to rising demand for authentic, nature-focused experiences, particularly among visitors from other emirates.
“A lot of people from different emirates are showing huge interest because Sharjah provides authentic and natural experiences,” she said. “You interact with nature itself, which you find a lot in Sharjah. This is what keeps us unique.”
Al Shamsi noted that ecotourism is growing rapidly, with younger travellers, including Gen Z, increasingly showing an interest in nature-based experiences rather than traditional activities centred around malls and shopping.
“People actually want to interact with nature, and this is what we are famous for as an emirate,” she said, highlighting Sharjah’s growing appeal as a destination for outdoor and environmentally focused tourism.
Al Shamsi stressed that Shurooq’s hospitality strategy focuses on offering distinctive experiences rather than simply providing accommodation.
“Each retreat is built around keeping the authenticity and identity of the place,” she said. “Our hotels are boutique properties. It’s more than a room.”
She pointed to Najd Al Muqsar, a more than 200-year-old heritage village featuring just seven rooms, as an example of this approach. According to Al Shamsi, the combination of hiking trails, natural surroundings, Khor Fakkan’s weather and dining creates an experience that is difficult to find elsewhere.
She added that visitors also have opportunities to engage with the local community, making cultural interaction an important part of Sharjah’s hospitality offering.
Other Shurooq destinations, including the Nomad mountain trailer retreat and The Moon Retreat glamping destination, are expected to reopen next month as temperatures begin to cool, Shurooq CEO Ahmed Al Qaseer told Khaleej Times.
Located among the rugged mountains of Kalba, Nomad features 20 eco-luxury accommodation trailers and was inaugurated on December 31, 2025. The retreat incorporates natural materials and a hybrid energy system that includes solar power, supporting its off-grid concept and its focus on encouraging guests to reduce their dependence on social media.
The Moon Retreat, meanwhile, offers guests a choice of 10 domes and six private tents, each designed to provide sweeping views of the surrounding desert landscape.
