Sharjah, the third largest emirate in the UAE may not have such a prominent profile as its neighbour, Dubai, but it is just as dynamic and diverse. Its commitment to economic development, free trade and attracting foreign investment is resolute and this can be seen through the development of its free zones during the past decade.

The emirate has come to be synonymous with the industrial development of the UAE, responsible for more than 50% of industrial activities. It is well positioned to access the markets of the Middle East, Far East, CIS and the sub-continent, and it is the only emirate with a port on the Indian Ocean, Port Khor Fakkan, and on the Arabian Gulf, Port Khalid.

Strategic zone

The development of Hamriyah Free Zone takes advantage of this strategic geographic location. Cargo can be offloaded at Khor Fakkan and transported by road to Sharjah International Airport or other ports in the UAE, cutting the expense and time of entering the Gulf. The free zone also has an industrial port and is the only free zone in the country with piped gas, making it ideal for the steel and iron industries, which use large amounts of gas.

SAIF-Zone, a free zone located near the international airport, has been developed into a market leader in sea-air transport. It is estimated that cargo routed by sea-air from the Far East to Frankfurt via Sharjah can cut up to 40% off the cost of pure air freight, while reducing by one-third the time taken by sea. Lufthansa operates its second largest hub outside Frankfurt in the zone. It was also the world’s first ISO9001 certified airport free zone, indicating the quality of infrastructure and services offered.

Educational focus

To advance and mark its commitment to the future of a diverse economy with a diverse population supporting it, Sheikh Dr Sultan bin Mohammed Al Qassimi, ruler of the emirate, established the American University of Sharjah. The university aims to “adapt the model of the great American universities of the 20th century to the cultural setting of the Gulf in preparation for serving the educational needs of a new century”, according to its mission statement.

This modern attitude is set against a backdrop of traditional architecture, shopping malls and skyscrapers, all based around a man-made lagoon with a massive fountain in the middle of the city. Sharjah has used its culture and history to attract tourists; there are several prominent museums, one of which houses the world’s first map. In 1998, the emirate was recognised as the Cultural Capital of the Arab World by UNESCO.

Like all drives towards development in Sharjah, the government is focused on promoting the destination to other Gulf Co-operation Council countries and overseas markets. This year the Sharjah Commerce and Tourism Development Authority has attended travel trade fairs in Moscow, Berlin and Sweden.

Sharjah Expo Centre

Mubarak Balaswad recently took over as director general of the Expo Centre and has already begun mapping out an aggressive plan to promote it as a strategic exhibition centre in the region.

“Sharjah has been on the international trade exhibition map for a long time. With the changing developments around the globe, there is the need to develop the Expo Centre as a distinctive brand, competing effectively with exhibition venues in the region, by pursuing the highest standards associated with the global trade fair industry.”

The exhibition centre has recently been modernised and now offers facilities to match those of centres in Europe and the US. It is equipped with wireless technology, so a laptop can be used anywhere in the building without being plugged in; and entry technology allows exhibitors to access the details of visitors, like company details, through barcodes on their entry cards.

Mr Balaswad regards innovative events and trade fairs as fundamental in drawing investment into Sharjah. “As the emirate intensifies its efforts to attract foreign investors and traders, the Sharjah Expo Centre has a crucial role to play in building a link with foreign markets,” he says.

Mr Balaswad is confident about his mission to develop the centre as the lead exhibition space in the region and he is well qualified to succeed. He has served as director general of the Sharjah Chamber of Commerce & Industry and headed up the Sharjah Economic Department during a period of tremendous growth and success in the emirate, including the issuing of the ISO9001 certification to SAIF-Zone.

The achievements do not stop there: he was also captain of the UAE soccer team in the early 1980s leading it into the finals of the Asian cup. It looks like the Expo Centre is in good hands.

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