Record 114-Day Campaign Drives Growth Across Sharjah’s Retail, Tourism and Hospitality Sectors.
Sharjah: The 2026 Sharjah Summer Promotions generated more than Dh850 million in economic returns for the retail sector and related industries, concluding the emirate’s longest summer campaign to date.
Organised by the Sharjah Chamber of Commerce and Industry (SCCI) in collaboration with the Sharjah Commerce and Tourism Development Authority (SCTDA), the campaign ran for a record 114 consecutive days. It featured a wide range of shopping promotions, hotel offers, entertainment programmes and family-friendly activities.
The campaign concluded on Tuesday, September 15, with a closing ceremony and grand prize draw at Sahara Centre. The winner took home a luxury vehicle provided by Kandi Cars, the campaign’s official sponsor.
More than 1,000 shops and commercial establishments participated in the initiative, offering discounts of up to 75 per cent across categories including fashion, fragrances, electronics and home furnishings.
Retail and Tourism Boost Economic Activity
The campaign kicked off on May 25 with a range of hotel and hospitality promotions, followed by the retail season, which ran from July 1 through September 15.
More than 55 government and private-sector partners supported the initiative, which featured over 60 tourism packages and experiences. The offers aimed to attract residents, shoppers and tourists while stimulating consumer spending across Sharjah’s retail, tourism and hospitality sectors.
Abdallah Sultan Al Owais, Chairman of SCCI, said the campaign played an important role in boosting retail activity while strengthening collaboration between government entities and the private sector.
He added that the initiative contributed to economic growth and further enhanced Sharjah’s position as a regional hub for trade, investment and tourism.
Mohammad Ahmed Amin Al Awadi, Director-General of SCCI, said the campaign represented a significant step in the Chamber’s efforts to support local businesses and stimulate commercial activity.
Retailers, particularly small and medium-sized enterprises (SMEs), benefited from easier access to promotional permits at competitive rates. These measures helped businesses attract new customers, expand their market reach and increase sales.
More Than 700 Prizes Awarded to Shoppers
The campaign’s prize programme, organised in collaboration with the Sharjah Economic Development Department, offered shoppers more than 700 prizes throughout the promotion period.
The prize pool featured 51 major awards, including 30 gold bars presented to 30 winners. Shopping vouchers and gifts valued at Dh100,000 were also distributed through five major digital raffle draws held at shopping centres across Sharjah.
Shoppers were able to enter the electronic draws through the Sharjah Summer Promotions smart application and the campaign’s official website. Draws took place at Mega Mall, Sahara Centre, Sharjah Central Mall and Rahmania Mall, with Sahara Centre also hosting the final raffle.
In addition, more than 7,000 Shamsa-branded gifts were distributed to children whose families made purchases at participating shopping centres.
Family Entertainment Boosts Summer Appeal
Family-focused activities were a key part of this year’s Sharjah Summer Promotions, with Shamsa Entertainment City emerging as one of the campaign’s main attractions.
Located in Aljada, the entertainment destination featured open-air recreational areas, interactive experiences and adventure-based activities for children. It also included a Grand Games Arena equipped with augmented reality technology.
The programme combined entertainment with educational experiences, giving children opportunities to learn and develop new skills. Organisers said the attractions were designed with an emphasis on safety, innovation and engaging family experiences.
The campaign also featured activities connected to the Back-to-School season and Fili Heritage Souq, further expanding its range of attractions for residents and visitors.
As part of a separate initiative, passengers arriving at Sharjah International Airport were welcomed with gifts, complimentary tickets to Shamsa Entertainment City and discount vouchers for family attractions across the emirate.
Shamsa, the campaign’s mascot, greeted arriving families and children, introducing visitors to Sharjah’s diverse leisure and entertainment experiences.
Tourism Packages Highlight Sharjah’s Attractions
The campaign’s tourism programme offered visitors a range of opportunities to discover Sharjah’s cultural, natural and leisure destinations.
Tourism packages and experiences featured popular attractions including Al Noor Island, Pearls Kingdom Waterpark, Mleiha National Park, Al Majaz Waterfront and Heart of Sharjah.
Visitors were also encouraged to discover Sharjah’s eastern coastal destinations, including Khorfakkan, Dibba Al Hisn and Kalba, further highlighting the emirate’s diverse tourism offerings.
Organisers said the combination of retail discounts, hotel promotions and family-friendly activities helped deliver a broader summer experience, offering residents and visitors more opportunities to shop, stay and explore across the emirate.
