Beyond RAK

Sharjah launches its New Identity

Sheikh Sultan bin Ahmed at Sharjah's Identity Launch

Discover the unveiling of Sharjah’s new identity, a reflection of its rich cultural heritage and future aspirations. Join us on a journey to explore the emirate’s distinctiveness and potential.

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In the heart of the United Arab Emirates lies Sharjah, a city that has long been celebrated for its rich cultural legacy, historical achievements, and commitment to environmental sustainability. It is an emirate that has consistently pushed the boundaries of progress and innovation under the visionary leadership of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah. On a picturesque evening at Al Noor Island, Sheikh Sultan bin Ahmed bin Sultan Al Qasimi, Deputy Ruler of Sharjah and Chairman of the Sharjah Media Council, graced the launch of a new Sharjah identity. This identity, born from a profound understanding of Sharjah’s strengths and distinctiveness, is an emblem of the emirate’s vibrant cultural and artistic heritage.

Join us on a journey to unravel the facets of Sharjah’s new identity, a reflection of its visual and cultural components, and a testament to its continued commitment to growth and development.

The Unveiling Ceremony

A Distinguished Guestlist

Sheikh Sultan bin Ahmed’s arrival at the launch ceremony was met with a distinguished reception. Notable figures such as Sheikh Khalid Bin Isam Bin Saqer Al Qassimi, Sheikh Fahim bin Sultan Al Qasimi, Sheikh Majid bin Sultan Al Qasimi, and other high-ranking officials, directors of government departments, and media professionals gathered to witness this historic event.

A Visionary Reflection

Sheikh Sultan bin Ahmed bin Sultan Al Qasimi emphasized that the new identity reflects the visionary outlook of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, who has transformed Sharjah into a global emirate. This transformation has positioned Sharjah as a pioneer in various fields, and the new identity symbolises the emirate’s commitment to delivering excellence in every sector.

An Open Invitation to the World

The new identity beckons the world to explore Sharjah’s richness and diversity. It invites individuals interested in tourism, residency, education, work, and investment opportunities. Sharjah is not just a place but an experience, brimming with potential across cultural, educational, economic, social, and entertainment domains.

Sheikh Sultan bin Ahmed at Sharjah's Identity Launch

The Essence of Sharjah’s Identity

Cultural, Entertainment, and Economic Prowess

At its core, Sharjah’s identity is anchored in its cultural, entertainment, and economic assets. These pillars distinguish the emirate and underline its status as a premier destination for living, tourism, and investment. The new identity accentuates these strengths.

UNESCO World Book Capital

In 2019, UNESCO recognized Sharjah as the World Book Capital, a testament to the emirate’s commitment to literature and culture. This prestigious designation underscores Sharjah’s dedication to nurturing intellectual growth and literary endeavors.

A Hub of Museums and Cultural Institutions

Sharjah boasts an impressive array of museums, art galleries, and cultural institutions. These institutions celebrate the region’s authenticity, history, arts, and traditions, drawing visitors into a captivating art and heritage world.

Sharjah’s Ongoing Growth

Economic Prosperity

Sharjah’s economy is thriving, with a growth rate of 5.2% in 2022, reaching approximately AED 136.9 billion. This economic expansion underscores the emirate’s appeal to investors and its commitment to sustainable development.

Tourism Excellence

In 2023, Sharjah International Airport welcomed over 15 million tourists from more than 100 destinations. This accomplishment solidifies Sharjah’s position as a major gateway to the region and beyond, making it an attractive hub for tourists and investors.

Enriching Experiences

Sharjah’s new identity encapsulates the experiences it offers to residents, investors, students, and tourists. Beyond its natural beauty and cultural heritage, Sharjah provides diverse facilities and destinations that enhance well-being.

Sheikh Sultan bin Ahmed at Sharjah's Identity Launch

Authenticity and Heritage

A Tapestry of Tradition

Authenticity and heritage are woven into the fabric of Sharjah. The emirate’s appeal lies in its ability to attract families, enrich the lives of citizens, residents, and tourists, and provide opportunities for exploration and learning.

Iconic Markets and Natural Wonders

Sharjah’s popular markets, such as “Al Arsa Market” and “Central Market,” offer a glimpse into its vibrant culture. Nature enthusiasts can explore the mangrove trees in Khorkalba and paddle on boats at Al Rafisa Dam, while history buffs can visit archaeological sites like the “Mleiha Mountains.”

Cultural and Artistic Delights

Sharjah is a haven for cultural, theatrical, and heritage events. It hosts conferences, exhibitions, and the world-renowned “Sharjah International Book Fair,” which leads the world in buying and selling copyrights while championing writers and publishers.

A Glimpse into the Future

The First Step

Launching the new Sharjah identity marks the initial phase of a journey filled with planned initiatives and experiences. These endeavors will allow residents and visitors to immerse themselves in Sharjah’s unique features and elements.

Frequently Asked Questions

Q: What is the significance of Sharjah’s new identity?

A: Sharjah’s new identity symbolizes the emirate’s rich cultural heritage and future growth, inviting the world to explore its diverse offerings.

Q: Why is Sharjah known as the World Book Capital?

A: In 2019, UNESCO recognized Sharjah as the World Book Capital for its commitment to literature and cultural enrichment.

Q: What makes Sharjah’s economy attractive to investors?

A: Sharjah’s thriving economy, with a 5.2% growth rate in 2022, offers a promising environment for investment and sustainable development.

Q: How does Sharjah International Airport contribute to the emirate’s success?

A: Sharjah International Airport, receiving over 15 million tourists in 2023, cements Sharjah’s position as a major regional hub, appealing to tourists and investors alike.

Q: What are some must-visit destinations in Sharjah?

A: Sharjah offers many attractions, from bustling markets like “Al Arsa Market” to natural wonders like the mangrove trees in Khorkalba and archaeological sites at the “Mleiha Mountains.”

Q: What sets Sharjah International Book Fair apart from others?

A: Sharjah International Book Fair ranks first globally in buying and selling copyrights while supporting writers, intellectuals, and publishing houses.


Sharjah’s new identity is more than just a symbol; it is a testament to the emirate’s commitment to excellence and progress. It encapsulates the emirate’s vibrant cultural heritage and potential for a brighter future. As Sharjah continues to evolve and innovate, this identity will serve as a guiding light, illuminating the path towards growth, development, and a richer cultural experience for all who visit or call this remarkable emirate home. Join us on this journey, and let Sharjah’s new identity inspire you to explore, learn, and thrive in its unique embrace.

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