31-07-2025
Sharjah Chamber, SCTDA inaugurates "Shamsa Entertainment City"
The city welcomes children and families, residents, and visitors of the emirate, in a joyful atmosphere and inspiring gaming experiences at Expo Centre Sharjah. The event, held under the theme "Shamsa Festival – Where Fun Shines," offers an exceptional experience that will continue until August 30.
The event welcomes children and families, residents and visitors of the emirate, into a joyful atmosphere with inspiring gaming experiences hosted at Expo Centre Sharjah. Under the theme "Shamsa Festival – Where Fun Shines," the event delivers a unique experience lasting until August 30 and stands out as one of the most prominent features of this year's Summer Promotions.
Distinguished opening ceremony
The opening was attended by His Excellency Abdullah Sultan Al Owais, Chairman of the Sharjah Chamber of Commerce and Industry (SCCI); Sheikh Salem bin Mohammed bin Salem Al Qasimi, Director of the Sharjah Commerce and Tourism Development Authority; His Excellency Mohammed Ahmed Amin Al Awadhi, Director General of the SCCI; Jamal Bu Zinjal, General Coordinator of Sharjah Summer Promotions; and a number of officials and representatives of partner and government agencies in the emirate.
Enriching children's experiences with exploration spaces
The new entertainment destination features innovative designs within an environment dedicated to enriching children's experiences through exploration spaces and a variety of activities. Shamsa Entertainment City takes its guests on a comprehensive entertainment adventure divided into several sections that encourage children to explore their hobbies and creative abilities across different fields and games.
Sustainable entertainment models reflecting a strategic vision
His Excellency Abdullah Sultan Al Owais emphasised that the launch of Shamsa Entertainment City reinforces the importance of linking promotional campaigns with future-oriented thinking in entertainment projects. This move transcends seasonal activity by introducing sustainable entertainment models that reflect a strategic vision for generating lasting value. This approach addresses both economic and social dimensions, focusing on supporting the future of the retail and tourism sectors. He added that the collaboration between the Sharjah Chamber of Commerce and Tourism Development Authority exemplifies the successful integration of the business community with the government sector—promoting institutional harmony that benefits investors in Sharjah's retail, tourism, and entertainment spaces.
Providing exceptional visitor experiences
For his part, His Excellency Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, stated that the launch of Shamsa Entertainment City represents a strategic step to bolster Sharjah's position as a global family destination in tourism and entertainment. This initiative forms part of a broader vision to deliver exceptional visitor experiences that combine innovation, active engagement, and the emirate's rich cultural values.
Enhancing quality of life and investing in community happiness
His Excellency Mohammed Ahmed Amin Al Awadhi emphasized that the Sharjah Chamber champions innovation across all sectors, including entertainment. He highlighted Shamsa Entertainment City—part of Sharjah Summer Promotions—as a model of turning creative concepts into dynamic entertainment projects. The initiative complements seasonal discount offers of up to 75% across more than 1,000 retail outlets in Sharjah. He pointed out that such projects support economic growth while enhancing the quality of life, investing in community happiness, and reinforcing family values through purposeful, family-oriented entertainment experiences.
An integrated experience representing an exploratory journey
Jamal Bu Zinjal affirmed that Shamsa Entertainment City offers a fully integrated experience that represents an exploratory journey for children—encouraging learning, creativity, and skill development. This is made possible through the adoption of cutting-edge technologies in the entertainment sector, including augmented reality, delivering a modern experience aligned with the aspirations of the younger generation.
