Mleiha National Park, a cornerstone of Sharjah’s commitment to preserving its rich historical and ecological heritage, has announced the launch of their ‘Come Closer’ campaign — an invitation to connect deeply with nature, culture, adventure, and history. This new initiative underscores the park’s mission to offer an immersive experience, transporting visitors through over 200,000 years of human existence and natural wonder.  The 34.2 sq km park was established under the Emiri Decree by His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, to protect and preserve this important region. Developed and managed by Sharjah Investment and Development Authority (Shurooq), they have now announced the completion of their fencing project encompassing the boundary in collaboration with the Directorate of Public Works (DPW). H.E Ahmed Obaid Al Qaseer, CEO of Shurooq: Mleiha National Park: A world-class destination offering a holistic tourist experience. Commenting on the announcement of this campaign, H.E Ahmed Obaid Al Qaseer, CEO of Shurooq, stated: “The launch of our ‘Come Closer’ campaign and the completion of the Mleiha National Park fencing project marks a major milestone in our ongoing commitment to preserve and showcase Sharjah’s rich cultural and natural heritage.”  “This experiential destination, made possible through the visionary leadership of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, and the passionate guidance of Sheikha Bodour bint Sultan Al Qasimi, Chairperson of Shurooq, exemplifies our dedication to developing world-class destinations, offering a holistic tourist experience where visitors can explore history, culture, and nature all in one place. The Mleiha National Park stands as a pillar to Sharjah’s commitment to sustainable tourism and conservation, inviting visitors to forge deeper connections with our past while inspiring future generations to cherish and protect our shared heritage,” the CEO added. The campaign has been launched under 5 distinct themes that show the diverse and exciting experiences visitors can enjoy when visiting this historic wonder, namely, ‘Come Closer to History’, ‘Come Closer to Nature’, ‘Come Closer to the Stars’, ‘Come Closer to Culture’, and ‘Come Closer to Adventure’. These curated themes effectively highlight the park’s unique ability to weave together heritage, conservation, and excitement in one extraordinary destination. Come Closer to HistoryAs an integral part of human history that spans over 200,000 years, Mleiha National Park serves as a gateway to the past, where ancient artefacts and stories of the region’s first settlers are brought to life. With the renowned Mleiha National Park Archaeological Centre, which forms the educational heart of the park, welcomes visitors to embark on a journey of discovery, from prehistoric tools to exhibits about the iconic Bronze Age tombs of Umm an-Nar. Visitors can walk in their footsteps, learn about the early hominids who first ventured outside Africa for the first time, and experience the echoes of ancient traders and civilizations, through the relics they left behind. The centre also provides a perfect setting for relaxation, refreshments within its cafe and restaurant, and a venue for bespoke conferences and events. For a deeper exploration of the history the park is renowned for, visitors can join the ArchaeoMOG tours to Fossil Rock or embark on the Jebel Buhais Tour, where historic landscapes will be uncovered, and witness the Iron Age forts and fossils that stand as a testament to millennia gone by. Each discovery at Mleiha is a reminder of our shared human journey, a story preserved in the sands of time. Come Closer to Nature Mleiha boasts a unique and special landscape with diverse topography, featuring rolling Barchan sand dunes, alluvial gravel plains, and limestone outcrops — all within just a few kilometers of each other. This unique terrain allows specialist plants and animals to inhabit and thrive in their respective eco-habitats. As a sanctuary for diverse flora and fauna, the park showcases the desert’s unique ecosystem where rare plants like the Arabian primrose and resilient Ghaf tree thrive alongside wildlife such as the Arabian red fox, desert gazelles, and the sandfish skink. These species demonstrate incredible adaptations to the region’s terrain and climate, creating a living testament to nature’s extraordinary resilience. Come Closer to the starsMleiha’s remote desert location also offers an unparalleled astrological advantage, and with near-zero light pollution, the park transforms into a celestial haven, perfect for stargazing and astronomical observations. Visitors can partake in guided stargazing tours, where the same constellations that once guided ancient wayfarers now dazzle the night sky. The park’s Mleiha Glamping experience also invites guests to marvel at the cosmos from luxurious tents nestled in the desert. Under the timeless canopy of stars, the night comes alive with campfire stories, BBQ dinners, and a connection to the universe that is as humbling as it is awe-inspiring. Come Closer to CultureMleiha National Park is a bridge to Sharjah’s rich cultural legacy, and the park’s dedication to community involvement ensures that local traditions and stories are celebrated and preserved. Plans to introduce a Majlis within the park will facilitate meaningful exchanges between visitors and the local community, fostering an appreciation for the cultural heritage of Mleiha. Visitors can also immerse themselves in the traditional Arabian experience at the Sunset Lounges, where refreshments, BBQs, and stunning desert views provide a serene setting to unwind. The hospitality offerings, including the Moon Retreat and Al Faya Retreat, part of the renowned ‘Sharjah Collection’, developed and managed by Shurooq, blend luxury with cultural authenticity, allowing guests to connect with Sharjah’s spirit while respecting the environment. Come Closer to AdventureFor thrill-seekers, Mleiha National Park is a playground of unparalleled adventure, and the Mleiha Landscapes Tour offers breathtaking 4x4 drives and buggy rides through rugged terrains, while Sand Surfing experiences provide the thrill of conquering towering dunes. Adventurers can also take to the skies with Sky Adventures paragliders; the first official licensed paragliding center in the UAE; offering a hawk’s-eye view of the desert’s expanse. The park’s Core Conservation Zone in partnership with the Environment and Protected Areas Authority (EPAA), ensures that even the most exhilarating activities are carried out with ecological integrity, and guided hikes through fossil-strewn landscapes allow visitors to traverse ancient seabeds, now standing as monuments to Earth’s dynamic history. Horseback riding and self-drive buggy tours also provide intimate and exciting ways to connect with the desert’s timeless beauty.

In a fusion of tradition and modernity, Sharjah has become the subject of a captivating music video and song titled “House of Wisdom” from the Kuwaiti hip-hop duo ‘Sons of Yusuf’; produced in collaboration with the Sharjah Investment and Development Authority (Shurooq). The official release of the music video took place at the House of Wisdom, in the presence of Sheikha Bodour bint Sultan Al Qasimi, Chairperson of (Shurooq), alongside other esteemed dignitaries, cultural leaders, and media personalities. The occasion was also marked by a live performance of the song by Sons of Yusuf, adding an electrifying atmosphere to the launch. This collaboration between (Shurooq) and Sons of Yusuf highlights Sharjah’s commitment to preserving and promoting its rich cultural heritage while embracing contemporary art forms, and also showcases the renowned intellectual hub as a symbol of knowledge, innovation, and cultural exchange in the region. A powerful narrative of ancient wisdom and modern expressionThe House of Wisdom, a reimagined library for the 21st century, stands as an example regarding Sharjah’s dedication to education and creativity. By choosing this architectural marvel as the centrepiece of the music video, (Shurooq) and Sons of Yusuf have created a powerful narrative that bridges the gap between culture, music, and modern expression. A number of other iconic (Shurooq) destinations were also featured in the music video including The Chedi Al Bait, Sharjah, Heart of Sharjah, Al Noor Island, Mleiha National Park, as well as other picturesque settings within the emirate. A blend of Arabic culture and Western hip-hop influencesSons of Yusuf consists of brothers Ya’koob and Abdul Rahman Al Refaie, who have been instrumental in developing the hip-hop scene within the region since forming the group in 2011. Known for their unique blend of Arabic culture and Western hip-hop influences, the brothers have gained regional and international recognition through viral hits like their remix of Wiz Khalifa’s “We Dem Boyz” and their acclaimed track “One Time,” whose music video has gained over 1.5 million views.  Their musical approach goes beyond entertainment, aiming to showcase the rich cultural heritage of the Arab world, with their debut album “Shaykh the World”; featuring Jay Electronica, Talib Kweli, and CyHi the Prynce; exploring historical narratives and celebrating the Islamic Golden Age. The Al Refaie brothers use their music to challenge stereotypes, promote cultural pride, and inspire youth, while also expanding their creative passions into fashion and music production through their record label, Astrolabe Records. Bringing together many creative talents, the song was produced by ‘Synthzeus’ (Essa Hashemi), and the video was directed and produced by local creative powerhouse ‘Both.’. The track also features a prolific intro read by acclaimed actor Faisal Al-Ameeri known for “Habib Al-Ardh”, “After the End” and “How I Got There”. The music video is expected to resonate with a wide audience, particularly the youth, and by presenting Sharjah’s cultural assets in a fresh, engaging format, it aligns perfectly with Shurooq’s mission to enhance Sharjah’s appeal as a cultural and tourism destination, while also enhancing the sense of pride and excitement among residents of the emirate.By capturing the essence of Sharjah’s cultural legacy through a creative lens, this project reaffirms the emirate’s position as a global hub for knowledge, creativity, and innovation. It is more than just a music video—it’s a call to celebrate the harmony between tradition and modernity, inspiring future generations to embrace their heritage with pride.

The Sharjah Investment and Development Authority (Shurooq) is showcasing its flagship eco-luxury and heritage destinations at the World Travel Market (WTM) 2024 in London, in a bid to reiterate its commitment to environmental preservation, cultural heritage and sustainable tourism practices. As part of its participation in the event, within the Sharjah pavilion led by the Sharjah Commerce and Tourism Development Authority (SCTDA), Shurooq is participating for the 19th consecutive year, joining over 320 exhibitors and 750 entities from across five continents, bringing nearly 4,000 tourism projects to the global event, which runs until November 7.Shurooq is highlighting two key projects within the Sharjah pavilion that reflect the emirate’s rich cultural heritage and diverse natural landscapes. Mleiha National Park, spanning 34 square kilometers, is both a site of archaeological and historical importance and an eco-luxury destination. The park is divided into three distinct zones: the Core Conservation Zone, focused on preserving the natural environment and supporting wildlife; the Ecotourism Zones, offering eco-stays, adventures, and educational activities; and the Hybrid Zone, which serves as a middle ground for conservation and sustainable tourism practices.Visitors can explore Sharjah’s historical landscape while enjoying luxury camping experiences and adventure activities. The park is integral to Shurooq’s vision of positioning Sharjah as a destination where history, culture, and natural beauty blend seamlessly.WTM attendees had the opportunity to form a deeper connection with Mleiha through the pages of Mleiha: Ancient Treasures of the UAE - a landmark publication launched recently by Shurooq in collaboration with Assouline Publishing. The luxurious and visually captivating coffee table book charts the region’s evolution, from early human settlement nearly 200,000 years ago to its prominence as a thriving centre of trade and innovation, highlighting Mleiha’s influence as a major urban hub in the Arabian Peninsula. Also featured as part of Shurooq’s showcase at WTM 2024 is Nomad, a retreat comprising 20 luxury trailers offering panoramic views of Kalba’s natural landscapes, set to be completed by Q2 2025. As a recent addition to the ‘Sharjah Collection’ managed by Shurooq, Nomad strengthens a hospitality portfolio rooted in heritage, nature, and sustainability. This project embodies Shurooq’s goal of developing exceptional, eco-conscious destinations that enhance Sharjah’s tourism offerings.Sustainable tourism: An investment in the futureCommenting on Shurooq’s participation, His Excellency Ahmed Obaid Al Qaseer, CEO of Shurooq, stated: “Sharjah has established itself as a leader in embedding sustainability at the heart of tourism development, prioritising responsible and conscious tourism across all its destinations. Our efforts have yielded tangible results, evidenced by a 15% rise in tourist numbers in 2023. This highlights the appeal of sustainable, culturally rich travel experiences. With the ecotourism market projected to reach USD 333 billion by 2027, sustainable tourism is emerging as a crucial driver of economic and social progress.”He continued, “Shurooq’s participation at WTM 2024 is a reflection of our long-term strategy for sustainable tourism—not only as a response to global trends but as a vital investment in Sharjah’s future. Our approach is integral to conserving natural resources and celebrating cultural diversity. Presenting our projects to global tourism leaders here in London reinforces Shurooq’s position as a model for tourism initiatives that balance economic growth with the preservation of environmental and historical heritage.”Another Sharjah Collection destination Shurooq is showcasing at WTM 2024 is the Moon Retreat. Nestled in the Mleiha Desert, the retreat blends adventure with high-end eco-hospitality through private domes and tents that offer stunning views and ensure complete privacy. Exclusive private pools add an element of refined relaxation, enhancing the experience with luxury and comfort amidst nature. The retreat prioritises renewable energy and offers guests an immersive stargazing experience, where experts share insights into the names and formations of stars and constellations, making for a truly captivating stay.Additionally, Shurooq is showcasing Najd Al Meqsar, another Sharjah Collection property nestled amidst the mountains and valleys of Khorfakkan. This over-a-century-old heritage village, meticulously restored, offers unique hospitality units that allow visitors to experience Sharjah’s ancient cultural landscape. Guests can explore rock carvings over 2,000 years old and enjoy panoramic views of Wadi Shee, combining heritage with refined luxury.

The Sharjah Investment and Development Authority (Shurooq) continues to elevate Sharjah’s appeal as a destination for adventure and leisure, with Khorfakkan Beach offering over 5 exciting water sports, local and international restaurants and cafes, indoor and outdoor playgrounds, modern sport courts including football courts, and much more. Whether it's a fun road trip or the perfect getaway for the upcoming winter season, Khorfakkan Beach is the ultimate destination for visitors of all ages.Known for its stunning backdrop of the Hajar Mountains, Khorfakkan Beach has become a must-visit destination for water sports enthusiasts and fitness lovers alike.Boasting a variety of water-based activities, the beach allows visitors to experience the thrill of kayaking, jet skiing, parasailing, and more on weekends, tapping into the global rise of water sports tourism, which has seen a 16.9% annual growth. Families can also enjoy boat rentals for scenic tours along the coast, while fitness lovers have access to modern volleyball and football courts, a jogging track, cycling track, and the World Padel Academy, catering to the rising popularity of this sport.Shurooq’s strategic development of Khorfakkan Beach ensures that it is not only a haven for thrill-seekers but also a family-friendly destination. With shaded picnic areas, playgrounds, and a picturesque Corniche, the beach combines adventure with serene relaxation. These offerings are part of Shurooq’s broader vision to enhance Sharjah’s tourism sector, which saw over 1.5 million hotel guests in 2023, cementing the emirate’s status as a leading hub for sustainable and recreational tourism​.