Staff Reporter, Gulf Today

The Sharjah Investment and Development Authority (Shurooq) has appointed The Lux Collective, a luxury hospitality management company headquartered in Singapore, to manage two new hospitality projects set in Sharjah’s scenic central and East Coast regions.

The announcement took place during Shurooq’s participation at the World Travel Market 2021, under the presence of Khalid Jassim Al Midfa, Chairman of Sharjah Commerce and Tourism Development Authority (SCTDA), Marwan bin Jassim Al Sarkal, Executive Chairman of Sharjah Investment and Development Authority (Shurooq), and Paul Jones, Chief Executive Officer of The Lux Collective, held in London, UK, from November 1 – 3, at the Sharjah stand.

The nature-inspired LUX Al Jabal Resort spans a 260,000 sqm area on a spectacular terrain hill overlooking a beach in Khorfakkan, facing the stunning Arabian Sea. The resort is expected to welcome guests in March 2023 and comprises of 45 eco-friendly units and suites that open out to expansive views of aquamarine waters and a jagged mountain range, offering a complete privacy.

Set adjacent to the largest conservation park in the region for the largest wildlife safari in the world outside Africa in the city of Al Dhaid in Sharjah, Sharjah Safari, the LUX Al Bridi Resort is scheduled for a 2023 opening.

Upon completion, the project will feature 35 luxurious private tents and the LUX* Me Spa. Another key highlight of the property is the various types of animal encounters that are set in partnership between Shurooq and the Sharjah Environment and Protected Areas Authority (EPAA) under safe and secure measures that guarantees protection for both the guests and the animals.

Speaking about Sharjah’s growing tourism profile,  Khalid Jasim Al Midfa, Chairman of Chairman of Sharjah Commerce and Tourism Development Authority (SCTDA) said: “Tourism is a vital pillar of Sharjah’s economy and a central underpinning of the emirate’s sustainable development. As the global pandemic recedes, Sharjah Commerce and Tourism Development Authority is keen to strengthen its connections with the global travel market and reiterate Sharjah’s wealth of attractions to consumers who are keen to commence travelling again as restrictions progressively come to an end.”

He added: “SCTDA supports the vision of our wise leadership to promote the wonders of Sharjah to as wide an audience as possible and the WTM is an essential platform for us to do this. During WTM 2021, we are in conjunction with our partners in the Sharjah delegation, we are showcasing Sharjah’s array of new and future hospitality developments, its advanced infrastructure projects, and its breathtaking natural features that all combine to create a fantastic tourist experience for every visitor.”

Marwan bin Jassim Al Sarkal, Executive Chairman of Shurooq, said: “Our new partnership with The Lux Collective is in line with our vision to add new and exciting dimension to the luxury hospitality experience in the region, and offer the upscale, modern traveller a multitude of sophisticated experiences that not just satisfy but elevate their unique aspirations. Shurooq and The Lux Collective are bound by common values and are committed to providing the highest standards of quality to enhance guest experiences.”

Al Sarkal added: “These new hospitality offerings bolster Shurooq’s eco-luxury portfolio, and with them, we look forward to creating meaningful experiences for our guests while generating sustainable value for the communities in which we operate. Promising authentic yet world-class hospitality, the projects capture the spirit of their surrounding environments and reinforces Sharjah as the hub of responsible and sustainable development in the region.”

Paul Jones, Chief Executive Officer of The Lux Collective, said, “We are honoured to be trusted by Shurooq to manage these two extraordinary properties in Sharjah, the perfect showcases for LUX* Resorts & Hotels to deliver its *Lighter, Brighter hospitality concept to the United Arab Emirates whilst offering imaginative experiences to help people celebrate life.”