Shurooq unveils projects valued AED197m in Khorfakkan and Sharjah city
Sharjah: The Sharjah Investment and Development Authority (Shurooq) has announced the launch of two new
beach development projects, worth a total of AED 197 million, complete with world-class public amenities
to develop the emirate’s retail, tourism and hospitality infrastructure and enhance Sharjah’s appeal as an
ideal leisure and adventure destination for residents and visitors.
The upcoming AED 110 million Al Luluyah Beach project, located on the eastern coast of the emirate in
Khorfakkan, and the AED 87 million Al Hira Beach project in Sharjah city, will include facilities suitable for
all visitors, children’s playgrounds, restaurants, cafes and retail outlets. The Al Luluyah Beach
development plans also includes a women-only beach, public beaches, and swimming pools
These plans were announced by HE Marwan bin Jassim Al Sarkal, Executive Chairman of Shurooq,
during a live interview he appeared on the “Direct Line” program which airs on Sharjah Radio and TV,
affiliates of the Sharjah Broadcast Authority yesterday (Sunday, May 30), where he highlighted that the
new developments reiterate the vision of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi,
Supreme Council Member and Ruler of Sharjah, to further develop the emirate’s infrastruce in a way that
supports leisure, social interaction and community development by offering residents and citizens
world-class public amenities.
Recreation, fitness, and adventure merge at serene Al Luluyah Beach
Located in one of the most vibrant and natural shorelines of the UAE and set against the backdrop of a
spectacular mountain range, the Al Luluyah Beach will offer unparalleled experiences in both leisure and
fitness to cater to the needs of families, residents and visitors.
Stretching across the 1.6 km Luluyah coastline, work on the AED 110 million project will commenced in
few months and is scheduled for completion by November 2022.
Shurooq stated that the development of the family-friendly Al Luluyah Beach project on the eastern coast
of Sharjah builds on the success and appeal of the redesigning of Khorfakkan Beach and is in line with its
strategy to developing key infrastructural projects that cover retail, hospitality and family destinations
across the emirate of Sharjah.
Redefining family-friendly experience
The expanded offerings will combine the best of leisure and fitness and adhere to the highest standards
in safety and quality to offer the growing community and holiday makers an all-round holistic experience.
The child-friendly facilities at Al Luluyah Beach will feature caravan camping, a swimming island with
slides, trampolines, nets and swing ropes, and a miniature swimming pool. Another major offering here
will be the ‘Safe Beach’ – a part of the Al Luluyah Beach shoreline and a section of the low-lying beach
waters will be completely cordoned off by modern wooden ramps and a boardwalk for children and
parents to access this exclusive, child-friendly section.
Another exciting section, the Adventure Beach, is being designed to feature a zipline station, climbing
garden, leisure nets, loungers, resting stationsand other water sports. In addition, there will be play areas
for children, women-only and public beaches, panorama dining, beach cafe and retail, restrooms and
changing areas, outdoor cinema and lounge, gym, and parking spaces.
An adventurer’s paradise
An integral element of the Al Luluyah Beach development project is the proposed plans for transforming
the adjoining Souefeh mountain into an adventurer’s paradise, the Adventure Mountain.
For a more adventurous experience, thrill-seekers can delight in the joys of an exhilarating mountain
coaster ride, explore the scenic mountain path on a fatboy bike, or enjoy the adrenaline-pumping
excitement of a zipline ride from the top of the picture-perfect mountain to the sandy shores of Al Luluyah
To cater to the growing demands for new ways to enjoy the breathtaking views of the natural scenery,
glass bottomed viewing platforms and net walkways built to the highest standards of safety will be key
attractions at the Al Luluyah Beach project.
Fully serviced recreational facilities at Al Hira Beach
Extending over a 3.5 kilometre across the shoreline length overlooking the Arabian Gulf, Shurooq
revealed that work on the AED 87 million Al Hira Beach development project commenced in February
2021 and is scheduled to be completed in October this year.
The development of Al Hira Beach is central to Sharjah's holistic strategy and development plans to
transform the entire Al Fisht area into a vibrant, colourful and fully serviced corniche destination.
Strategically located in one of the most touristic destinations in the UAE, the project will include a
3,300m jogging track, Islamic-style gardens, beachfront promenade, sports courts and fields, cycling
route, The site will also be equipped with prayer and changing areas, kiosks, parking spaces for up to 700
cars, public restrooms, beachfront F&B outlets, and dedicated areas for public gathering.
The proposed architecture and urban plan development for the project promotes inclusive access to the
beach for visitors and residents alike and offers unhindered views of the stunning beachside locale.
Currently, to keep the beach accessible to families, Shurooq has facilitated it with children’s play areas,
six food trucks and European-inspired kiosks displaying garments and handicrafts, which will be open
until the end of 2021.
Phase 2 of Khorfakkan Beach
Shurooq has also announced plans to implement Phase 2 of Khorfakkan Beach project that will
encompass development of the remaining 1 kilometre coastline at the destination. Amenities and features
earmarked for Phase 2 extension will be revealed later.
World-class standards for Sharjah’s beach destinations
Announcing the new projects, HE Marwan bin Jassim Al Sarkal, Executive Chairman of Shurooq, said:
"The two new multi-purpose family-friendly beach development projects are in line with Shurooq's
strategy to offer authentic leisure tourism activities that meet the demands of residents and visitors in the
emirate. The move also aligns with our mission to harness the potential of young entrepreneurs in the
emirate and beyond to build sustainable, high-growth businesses.”
Al Sarkal added: “Both domestic and international travellers are increasingly seeking unique experiences.
With its vast expanse of pristine coastlines and provision of comprehensive facilities and services that
meet international standards, Sharjah is well-poised to redefine the experiences of beachgoers and
vacationers, and meet the growing needs of its burgeoning community.”
The Executive Chairman of Shurooq stated that the two new attractions will bolster the entity’s portfolio of
diverse sustainable tourism offerings in the emirate. “By undertaking such infrastructural projects,
Shurooq aims to support the diversification of Sharjah’s economy, boost GDP growth, and offer increased
investment opportunities in various sectors ranging from tourism, hospitality, entertainment, and retail to