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Sharjah: a heritage destination in its growth and development

Beena Salim Saji (Department of Business, Higher Colleges of Technology, Abu Dhabi, United Arab Emirates)

Publication date: 16 June 2017


Subject area

This case facilitates students of tourism and marketing to use Kapferer’s brand prism model to analyse the case.

Study level/applicability

This case can be used for tourism undergraduate and marketing students to make them understand the processes for revitalising and developing a destination brand to increase the number of visitors and become more attractive to tourists and visitors. The case highlights the major strategies used by the Sharjah Investment and Development Authority team to develop Sharjah as a family, entertainment, eco-tourism and heritage destination among the seven emirates of the United Arab Emirates.

Case overview

Sharjah is one of the emirates which form the United Arab Emirates. The case describes how a young leader of Sharjah developed destination Al Qasba as a tourist attraction, which was earlier not frequented by family and investors. After that, he was vested with the responsibility of developing Sharjah into an investment and heritage destination in United Arab Emirates. The case details how the team used different strategies to attract investors to the destination to make it more attractive to tourists as well the dwellers of the emirates.

Expected learning outcomes

To understand the process of sustainable destination development or place development practices. To analyse the case using using existing models or frameworks such as Kapferer’s brand identity prism or Aaker’s theory and any other. To recommend suggestions in improving the destination development strategies.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 12: Tourism and Hospitality.



I acknowledge the contributions made and time given for the case study by Mr Marwan Al Sarkal, CEO of SHUROOQ and Al Qasba, Sharjah, United Arab Emirates.


Saji, B.S. (2017), "Sharjah: a heritage destination in its growth and development", , Vol. 7 No. 2.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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