SCCI, SCTDA open “Shamsa Entertainment City” as a new family destination for Sharjah Summer Promotions

The Sharjah Chamber of Commerce and Industry (SCCI) and the Sharjah Commerce and Tourism Development Authority (SCTDA) officially inaugurated the “Shamsa Entertainment City” today, Thursday, at Expo Centre Sharjah.

Positioned as a key attraction of this year’s Sharjah Summer Promotions, the initiative offers an exceptional family-friendly destination under the theme “Shamsa Festival – Where Joy Shines”. The event will be held until July 31, welcoming residents and tourists with an immersive entertainment environment and interactive play zones.

The opening ceremony was attended by H.E. Abdallah Sultan Al Owais, Chairman of SCCI, and Sheikh Salem Bin Mohammed Al Qasimi, Director of SCTDA. Also present were H.E. Mohammad Ahmed Amin Al-Awadi, Director-General of SCCI, and Jamal Bouzanjal, General Coordinator of Sharjah Summer Promotions, alongside key government officials and representatives of partner entities across the emirate.

The new entertainment destination provides an immersive environment tailored to enhance children’s engagement through interactive experiences and diverse activities designed with innovation at its core.

Shamsa Entertainment City spans a large area across Halls 2 and 4 at Expo Centre Sharjah, delivering a multifaceted entertainment journey. The space is strategically segmented to support children’s discovery of personal interests and creative potential through a variety of curated recreational and skill-based games and activities.

In his remarks, H.E. Abdallah Sultan Al Owais stated that launching Shamsa Entertainment City highlights the importance of linking promotional campaigns with future-oriented entertainment development.

He stressed the need to shift from seasonal initiatives toward sustainable models that create long-term value and establish enduring entertainment assets. This sustainability-rooted vision encompasses both economic and social dimensions, with a clear focus on strengthening the retail and tourism sectors through innovation-driven investments that ensure continuous growth.

His Excellency Khalid Jasim Al Midfa, Chairman of Sharjah Commerce and Tourism Development Authority, stated that “The launch of ‘Shamsa Entertainment Park’ represents a strategic and pivotal step towards enhancing Sharjah’s position as a leading global family destination in the tourism, entertainment and retail sectors. This innovative initiative comes within the framework of a comprehensive vision aimed at offering exceptional experiences to visitors, combining innovation, positive interaction, and the authentic cultural values that distinguish our emirate.”

His Excellency added, “This project is not merely a unique entertainment destination but also a sustainable investment in the future of the tourism and retail sectors by creating an attractive environment that contributes to stimulating economic activity and improving the quality of life for all members of the community. We believe that such projects provide an ideal platform to support families, enrich the tourism experience, and solidify Sharjah’s status as a symbol of harmony between modernity and cultural identity, thereby enhancing its competitiveness on local, regional, and international levels.”

For his part, H.E. Mohammad Ahmed Amin Al-Awadi affirmed that the Sharjah Chamber actively promotes innovation in various economic sectors, including entertainment.

He noted that Shamsa Entertainment City, as part of Sharjah Summer Promotions, exemplifies how creative ideas can be transformed into an integrated leisure project that complements promotional sales and discounts reaching up to 75% across more than 1,000 shopping outlets in the emirate.

He added that such entertainment initiatives help stimulate economic growth by investing in community well-being, enhancing quality of life, and reinforcing social cohesion and family values.

Meanwhile, Jamal Bouzanjal said: “Shamsa Entertainment City represents a qualitative leap in family-oriented entertainment by integrating advanced technologies with Sharjah’s authentic cultural values.”

“The new destination offers an immersive experience that encourages children to explore, learn, and nurture their creativity, utilizing augmented reality technologies and other cutting-edge tools to meet the expectations of a tech-savvy new generation,” he added.

Shamsa Entertainment City features multiple thematic areas and interactive zones. Children can take part in the artistic offerings of “Taj Shamsa Studios,” or engage in hands-on culinary activities in the “Shamsa Culinary Lab”.

For digital and fashion enthusiasts, the “Shamsa Photography Pavilion” provides high-quality digital imaging services and professional photo documentation optimized for social media engagement. Meanwhile, the “Grand Play Arena”, equipped with cutting-edge augmented reality systems and electric bumper cars, promises boundless fun and technology-driven leisure experience for families.

Shamsa City aims to foster a lasting and fully interactive experience for children. Young visitors are invited to share their impressions and joyful moments by writing on the “Wall of Gratitude” or sending a “Message to Shamsa” to share their fondest memories of the city, offering children a space for expression and meaningful engagement aligned with Sharjah’s authentic cultural values.

The opening of “Shamsa Entertainment City” marks the official launch of “Shamsa”, the promotional mascot character positioned as the emblem of joy to enhance the Sharjah Summer Promotions 2025’s appeal to families and children.

Designed to connect traditional cultural values with contemporary family entertainment, the character fosters emotional engagement among children while reinforcing the seasonal retail momentum across Sharjah’s malls and commercial centers. Located at Expo Centre Sharjah, the “Shamsa Entertainment City” is open daily to visitors through August 30. Operating hours are from 10:00 a.m. to 10:00 p.m. on weekdays, extended to 11:00 p.m. on Saturdays and Sundays, and from 4:00 p.m. to 11:00 p.m. on Fridays.