Shaping Sharjah’s transformation: Shurooq CEO shares insights

The Sharjah Investment and Development Authority (Shurooq), which unveiled a new brand identity a year ago, has expanded its offerings across six key market segments, including hospitality, real estate, and arts & culture, as part of its broader strategy to enhance Sharjah’s appeal as an investment, tourism, and business hub.

Founded in 2009, Shurooq supports small and medium enterprises (SMEs) and attracts foreign investment to Sharjah. The authority is at the forefront of ecotourism and luxury hospitality in Sharjah, with flagship projects like Najd Al Meqsar and Kingfisher Retreat leading the way. Meanwhile, initiatives such as Sheera are fostering innovation and entrepreneurship, shaping the future of the emirate.

Here, Shurooq’s Al Qaseer talks about the authority’s impact on Sharjah’s economy, the emirate’s appeal as a cultural and ecotourism destination and how Invest in Sharjah is providing a streamlined process for foreign investors seeking to establish an in the emirate.

Q. Shurooq has grown exponentially over the years. Tell us more about the investment authority’s role in fostering economic development and innovation in Sharjah.

Shurooq has been proud to have a major impact on Sharjah’s economic landscape through the years, expanding its position from an investment authority to a key driver of sustainable development and innovation. Our mission is to harness Sharjah’s rich cultural heritage, natural beauty, and economic potential while implementing forward-thinking initiatives that position the emirate as a global hub for investors, tourists, and residents.

Over the years, Shurooq has strategically diversified its portfolio, investing in key sectors such as real estate, tourism, eco-tourism, and cultural preservation. At the core of our growth is a strong commitment to sustainability and innovation. Each project we undertake emphasises the balance between economic development, environmental responsibility, and cultural prosperity.

For example, Ajwan in Khorfakkan, where luxury meets accessibility, blending cutting-edge residential and retail spaces, a luxury hotel and waterpark, all within an architecturally progressive setting. “Ajwan”, with its beachfront and eco-conscious design, is an embodiment of how Shurooq is creating destinations that resonate globally while being deeply rooted in the local context.

Similarly, Sharjah Sustainable City is a reflection of our ambition to not only meet today’s needs but also to safeguard the future, promoting net-zero living and providing a model for sustainable urban development.

Q. How would you describe the investment authority’s growth strategy under your leadership, and are there any plans to expand its initiatives and portfolio?

Shurooq’s growth strategy is built upon three foundational pillars: sustainability, innovation, and strategic international partnerships. We are actively expanding our portfolio responsibly, aligning with Sharjah’s long-term economic and social goals.

Our ongoing projects, including the LUX* Al Jabal Resort and LUX* Al Bridi Resort, exemplify our dedication to high-end tourism that is built upon environmental sustainability. These initiatives go beyond mere luxury, focusing on crafting unique, eco-friendly experiences that appeal to discerning international tourists while preserving Sharjah’s natural beauty and enhancing the emirate’s circular economy.

Q. How is Shurooq incorporating sustainability and environmental responsibility into its development projects and initiatives? 

Sustainability is a core value and guiding principle that influences every decision we make. We believe that real progress is only possible when one considers the future implications, which is why environmental responsibility is deeply embedded in all our projects.

One of our flagship initiatives, Sharjah Sustainable City, serves as a testament to green living and provides a blueprint for the future of urban living. This net-zero-energy development is powered by solar energy, recycles 100 per cent of its wastewater, and offers residents the opportunity to engage with urban farming and green mobility solutions. This project is a clear example of how Shurooq is advancing sustainable urban development while enhancing the quality of life for residents.

Similarly, Shurooq is redefining luxury tourism by creating eco-conscious retreats that respect and preserve their natural surroundings. The Kingfisher Retreat, for instance, is set amidst a protected mangrove ecosystem, offering guests the opportunity to reconnect with nature while supporting biodiversity conservation. The upcoming LUX* Al Jabal Resort showcases our use of sustainable building materials, reducing the environmental impact while maintaining world-class luxury.

Q. What strategies is Shurooq pursuing to strengthen international cooperation and attract foreign investments? 

At Shurooq, we recognise that the future of economic development lies in collaboration, both locally and globally. Our strategy to attract foreign investment is built on showcasing Sharjah’s unique blend of opportunity, stability, and growth potential. We actively participate in local and international forums and roadshows, ensuring that Sharjah is always at the top of investors’ minds when looking for a dynamic yet secure market.

Our partnerships with international brands such as LUX* Hotels and Resorts, GHM Hotels, and Marriott’s Autograph Collection have significantly boosted Sharjah’s global profile, particularly in the tourism and hospitality sector, positioning the emirate as a world-class destination.

Sharjah’s dedicated investment promotion agency, Invest in Sharjah, is an essential component of our strategy. It provides a streamlined process for foreign investors seeking to establish a presence in the emirate.

Through initiatives such as the Sharjah Investment Forum (SIF) and active participation in global investment summits, we engage with potential investors, highlighting Sharjah’s competitive advantages and demonstrating how our projects align with global trends in sustainability, innovation, and economic diversification.

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