The Authority made use of their participation - which was under the umbrella of Sharjah Commerce and Tourism Development Authority (SCTDA), in the four-day business-to-business event to meet with and attract the attention of a number of key industry players, in line with its strategy to promote Sharjah as a leading investment and tourist destination in the region and the world. Shurooq's delegation, which included Ahmed Obaid Al Qaseer, COO of Sharjah Investment and Development Authority (Shurooq) and Yousif Al Mutawa, Manager of the Heart of Sharjah, held a number meetings with key stakeholders from a number of tourism bodies and organisations, as well as companies that cater for and support the Authority's eco-friendly focused initiatives and activities. In addition, the Authority's exhibition stand was also visited by Sheikh Abdullah Bin Mohammad Al Thani, Sheikh Mohammed bin Abdulla Al Thani, Director General of the Sharjah Statistics Centre the UAE Ambassador to the UK HE Abdul Rahman Al Mutawee and Mubarak Rashid Al Nuaimi, Director of Promotions and Overseas Offices at Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi). Ahmed Obaid Al Qaseer, Shurooq COO, commented, "Travel and leisure has been identified as one of the key growth sectors in Sharjah and as such is an extremely important area of focus in Shurooq's overall strategy. Our participation in the World Travel Market, which brings together travel professionals representing a diverse range of destinations and industry sectors from across the world, provides a unique opportunity to meet, network, negotiate and conduct business with the most important agencies, corporations, and entities in this sector on a global level." In addition conducting a wide array of meetings to promote Sharjah's tourism sector, highlight the many investment opportunities in the Emirate, and explore new business opportunities, the Authority made use of the opportunity that WTM afforded to showcase its diverse range of tourism projects, such as The Heart of Sharjah, Al Qasba, Al Majaz Waterfront, Al Jabal Resort, The Chedi Khorfakkan, Kalba Eco-Tourism Project, and many more. "Sharjah's tourism offering is diverse and multi-faceted and the feedback on, and interest in, our varied range of unique projects is a clear indication that this sector will continue to grow from strength to strength," Al Qaseer went on to add. Shurooq was established in 2009 with the aim of achieving social, cultural, environmental and economic development on the basis of Sharjah's distinct Arab and Islamic identity, and to encourage investment by adopting the best international standards in providing quality services that help attract investors from the region and around the world. Shurooq's key mission is to provide facilities and incentives to help overcome obstacles facing investment activities in the Emirate, evaluate tourism and investment related infrastructure projects, and lay down the necessary plans to complete such projects.