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Sharjah Chamber of Commerce and Industry (SCCI) and Sharjah Commerce and Tourism Development Authority (SCTDA) concluded the 2026 edition of Sharjah Summer Promotions, delivering an unforgettable season of shopping, entertainment, and family experiences across all corners of the emirate.
This year’s campaign generated more than AED 850 million in economic returns for the retail sector and supporting industries. It featured extensive participation from major shopping centres, retail outlets, and hotel establishments across Sharjah, further consolidating the emirate’s position as a leading regional and global destination for summer tourism, retail, and family travel.
The closing ceremony and grand draw, hosted at Sahara Centre, saw the campaign’s grand prize awarded to a lucky winner in the form of a luxury car presented by “Kandi Cars”, the campaign’s official sponsor.
The 2026 Sharjah Summer Promotions featured an extensive prize programme, delivered in collaboration with the Sharjah Economic Development Department (SEDD), offering more than 700 valuable prizes. The prize pool included 51 major prizes, featuring 30 gold bars awarded to 30 winners, in addition to shopping vouchers and gifts worth AED 100,000 distributed through five grand digital raffle draws at Sharjah’s major shopping malls.
This year’s edition offered a strong commercial and tourism programme, with hotel promotions and hospitality offers commencing early on 25 May, followed by the retail season from 1 July to 15 September, forming Sharjah’s full summer season, which ran for a record 114 consecutive days for the first time.
The campaign was supported by a network of more than 55 strategic government and private-sector partners, delivering an integrated summer programme tailored to diverse visitor segments and interests.
It featured over 60 curated tourism packages and experiences, complemented by a lineup of exclusive promotions and discounts of up to 75 per cent on a variety of products, including fashion, fragrances, accessories, consumer electronics, home furnishings, and other retail categories covering leading local and international brands. More than 1,000 retail stores and commercial establishments across Sharjah participated in the campaign, contributing to a broad and diverse retail offering.
H.E. Abdallah Sultan Al Owais, Chairman of SCCI, highlighted the broader economic impact of the campaign’s success in stimulating retail activity, strengthening government–private sector development partnerships, and supporting the value chains of the retail, tourism, and hospitality sectors.
“Sharjah Summer Promotions serves as a sustainable strategic platform for reinforcing Sharjah’s competitive position as a leading regional centre for trade and investment. This reflects the Chamber’s commitment to generating tangible economic value, supporting sustainable growth, and enhancing both quality of life and the business environment across the emirate,” he said.
H.E. Mohammad Ahmed Amin Al Awadi, Director-General of SCCI, said the 2026 edition of Sharjah Summer Promotions represented a milestone in the Sharjah Chamber’s efforts to support and empower the local business community.
He explained that the campaign’s strong performance was driven by thorough planning and practical facilitation measures introduced by SCCI to support the retail sector, notably streamlined access to promotional permits at preferential and competitive rates throughout the three-month period. These measures provided retailers and SMEs with greater marketing agility, enabling them to reach new customers, broaden their customer base, and stimulate sales activity.
The 2026 edition of Sharjah Summer Promotions offered a series of proactive promotional activations alongside the Back-to-School campaign and the Fili Heritage Souq. These included an engaging event at Sharjah International Airport to welcome the emirate’s visitors and inbound travellers.
The event featured the notable presence of Shamsa, the iconic mascot character symbolising the joy of Sharjah Summer Promotions. Shamsa greeted arriving families and children with warmth and a cheerful spirit, interacting with guests and distributing branded gifts carrying its exclusive visual identity. Visitors also received free entry tickets to the exciting Shamsa Entertainment City, located in the heart of Sharjah, along with discount coupons for a range of family-focused attractions and entertainment experiences, driving immediate visitor engagement and encouraging newly arrived families to explore Sharjah’s leisure offering from the outset of their stay.
Shamsa Entertainment City was one of the key highlights of this year’s campaign, providing innovative open-air recreational spaces, interactive entertainment, and activity zones, all delivered in a purpose-built environment designed to the highest standards of innovation and safety. Hosted in Aljada, Sharjah, the city offered children immersive experiences that combined entertainment, learning, and skills development, complemented by a Grand Games Arena equipped with cutting-edge augmented reality technologies and adventure-based attractions.
More than 7,000 exclusive Shamsa-branded gifts were also distributed to children as rewards for purchases made by their families at participating shopping centres, further enhancing customer engagement and the family-oriented retail experience throughout the summer season.
The campaign recorded strong shopper participation in its digital prize draws, administered by the Organising Committee through the Sharjah Summer Promotions smart application and the campaign’s official website.
The digital system provided shoppers with automatic entry into the electronic draws, while the five major prize draws were staged across leading retail destinations in Sharjah. The series began at Mega Mall, followed by Sahara Centre, Sharjah Central Mall, and Rahmania Mall, and concluded with the final draw at Sahara Centre, creating multiple engagement points for shoppers throughout the campaign.
Sharjah Summer Promotions’ retail experience was further enhanced by Sharjah’s diverse tourism and leisure offerings, with more than 60 tourism products and packages providing visitors with opportunities to explore destinations such as Al Noor Island, Pearls Kingdom Waterpark, Mleiha National Park, Al Majaz Waterfront, and Heart of Sharjah, in addition to the emirate’s coastal destinations along the Eastern Region in Khorfakkan, Dibba Al Hisn, and Kalba.
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