According to H.E. Khalid Jasim Al Midfa, chairman, Sharjah Tourism and Commerce Development Authority marketing and promotional initiatives, such as the Sharjah My Family Destination campaign, which was launched halfway through the year and offered a 20.6 percent deduction on accommodation rates, played an essential role in achieving AED378 million (USD102.9 million) in revenues.

Demand at Ramada Sharjah for example, exceeded all expectations with occupancy levels reaching 100 percent during the summer, an increase of 15 percent over the corresponding period in 2015.

Similarly, guest numbers at Time Ruby Hotel Apartments, Sharjah rose 10 – 15 percent, while at Sahara Centre a 15 percent rise in visitations led to a 10 percent boost in sales.