Strong visitor turnout marks debut week of Shamsa Entertainment City during Sharjah Summer Promotions 2025   

Shamsa Entertainment City has maintained strong visitor turnout at Expo Centre Sharjah during its first week of operation, marking a key highlight of Sharjah Summer Promotions 2025, organized by the Sharjah Chamber of Commerce and Industry (SCCI) and the Sharjah Commerce and Tourism Development Authority (SCTDA).

Positioned as a flagship family destination for this year’s edition of the promotional campaign, the initiative drew significant family attendance, offering a diverse range of interactive attractions and fun-filled activities.

Highlights included bubble performances and meet-and-greet sessions with “Shamsa,” the event’s signature mascot character introduced at the launch of this year’s Sharjah Summer Promotions. Through her engaging presence and lively interaction with children, “Shamsa” offered immersive and culturally rooted experiences to visitors, embodying both fun and the preservation of Sharjah’s authentic cultural values.

Aisha Saleh, Festivals and Promotions Section Head at SCCI, said that the strong visitor turnout witnessed by the new entertainment destination reflects a broader strategic vision adopted by the Sharjah Chamber in partnership with the Sharjah Commerce and Tourism Development Authority.

“This approach aims to move beyond the seasonal attraction of Sharjah promotions and transform them into sustainable entertainment initiatives, creating long-term entertainment assets that enhance community well-being. The strategy also prioritizes integrated shopping, tourism, and entertainment experiences, with dedicated programming for children and families as part of the Sharjah Summer Promotions agenda,” she added.

For her part, Amal Al Hosani, Head of Media and Marketing Section at SCCI, noted that Shamsa Entertainment City is sustaining visitor engagement through ongoing attractions, including a weekly two-day children’s competition. Designed to combine entertainment with friendly competition, the initiative features engaging activities and valuable prizes that enhance the overall visitor experience.

She pointed out that such initiatives reinforce Sharjah’s position as a leading family-oriented destination during the Sharjah Summer Promotions’ retail season. 

Complementing the live entertainment, Shamsa Entertainment City offered visitors a range of creative and hands-on experiences. Key highlights include the “Shamsa Culinary Lab”, which engaged children in interactive dessert decoration and ingredient preparation, and the “Taj Shamsa Art Studios” where children found an inspiring artistic space for painting, coloring, and crafting.

The “Grand Play Arena” further energized the venue with augmented reality gaming, interactive games, and electric vehicle rides that sparked friendly competition among groups of children, enhancing the family leisure offering and visitor engagement.

Running through August 30, Shamsa Entertainment City offers families a compelling weekend program from Thursday to Sunday. Highlights include the spectacular “Aisha Al Khayal” show blending movement, imagination, and narrative art and the breathtaking “Circus Sticks” performances showcasing high skill and precision.

The program also includes daily meet-and-greet sessions with “Shamsa,” ensuring an unforgettable experience with every visit and encouraging families to return time and again.

Shamsa Entertainment City is set to enhance audience engagement in the coming days through interactive shows that merge performing arts with direct participation. Children will have the chance to engage in physical games and mini-theatrical performances, boosting interactivity and encouraging creative expression.

The “Shamsa Photography Pavilion”equipped with state-of-the-art imaging technology, will maintain its offer of professionally styled photographs and artistic keepsake photos for immediate social media sharing, turning every visit into a digitally shareable, high-value experience.

Shamsa Entertainment City at Expo Centre Sharjah is open daily until August 30, from 10 a.m. to 10 p.m. Weekend hours are extended on Saturdays and Sundays until 11 p.m., with Friday opening scheduled from 4 p.m. to 11 p.m.