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Expanding Luxury: voco Hotel’s Strategic Move into Sharjah’s Flourishing Tourism Market

The Key Ideas

• Sharjah’s tourism growth

• IHG’s expansion in UAE

• voco Hotel’s market entry

• Sharjah Asset Management partnership

• Tourism industry contributions

Strategic Partnership Marks New Era for Sharjah Tourism

In a bold move that underscores the United Arab Emirates’ (UAE) ambition to broaden its tourism appeal, IHG Hotels & Resorts, in collaboration with Sharjah Asset Management (SAM), the investment arm of the Government of Sharjah, has announced the introduction of the voco Hotel brand to Sharjah. This partnership marks a significant milestone as it represents IHG’s premier venture into Sharjah, diversifying the emirate’s luxury accommodation offerings and signaling confidence in its tourism sector’s growth trajectory.

The announcement of voco Hotel’s arrival in Sharjah is not just the unveiling of a new luxury hotel; it is a statement of intent from both IHG and the Government of Sharjah. They are betting on the emirate’s burgeoning status as a tourist destination that can attract visitors from across the globe with its unique blend of cultural heritage, modern amenities, and natural beauty. This move is set against the backdrop of the UAE’s broader strategy to enhance its global tourism footprint, a sector that has shown remarkable resilience and growth potential.

A Boon for Sharjah’s Tourism Industry

The 191-room voco Hotel is poised to become a key player in Sharjah’s tourism landscape. By aligning with the emirate’s tourism growth plans, the hotel aims to cater to the increasing demand for high-quality accommodation. Sharjah, known for its rich cultural scene, museums, and picturesque landscapes, has been actively working to elevate its tourism infrastructure, and the introduction of the voco brand is a testament to these efforts. The new hotel is expected to make significant contributions to the local economy by attracting a diverse cohort of international and regional visitors, further solidifying Sharjah’s position as a must-visit destination in the Middle East.

This strategic initiative by IHG and SAM is indicative of a wider trend in the UAE’s hospitality sector, which continues to witness robust growth and diversification. With Dubai recently surpassing its pre-pandemic tourism numbers in the first half of 2023, welcoming 8.55 million visitors compared to 8.36 million in the same period in 2019, the region’s tourism industry is on an upward trajectory. The introduction of voco Hotel in Sharjah complements this trend, promising to add a new dimension to the emirate’s appeal as a tourist hub.

Expanding IHG’s Footprint in the UAE

The management agreement between IHG Hotels & Resorts and Sharjah Asset Management for the establishment of voco Hotel in Sharjah is a critical component of IHG’s aggressive expansion strategy in the region. IHG, a global leader in the hospitality industry, has demonstrated a strong commitment to the UAE, recognizing the country’s potential as a premier destination for international travelers. The voco brand, known for combining the informality and charm of an individual hotel with the quality and reassurance of a global and respected brand, is set to enhance IHG’s portfolio in the UAE.

This expansion into Sharjah follows IHG’s successful launches in other parts of the UAE, reinforcing the company’s dedication to providing diverse and high-quality accommodation options across the country. The choice of Sharjah for voco’s newest location underscores the emirate’s growing appeal and its strategic importance as a tourism and cultural epicenter in the region.


The partnership between IHG Hotels & Resorts and Sharjah Asset Management, culminating in the launch of voco Hotel in Sharjah, is a pivotal development for the UAE’s tourism sector. It not only augments Sharjah’s luxury hospitality offerings but also aligns with the emirate’s strategic vision for tourism growth. As the UAE continues to solidify its status as a global tourism powerhouse, the introduction of voco Hotel in Sharjah represents a forward-looking approach to hospitality, poised to attract a new wave of visitors eager to explore the unique charms of this dynamic region.

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