Sharjah: H.H. Sheikh Sultan bin Ahmed bin Sultan Al Qasimi, Deputy Ruler of Sharjah, witnessed the launch of the eleventh edition of the Sharjah International Travel and Tourism Forum (SITTF) at the Sharjah Expo Centre. Organised by the Sharjah Commerce and Tourism Development Authority, the event is themed "The Future of Tourism: in the realms of digitalisation, health, and safety." According to Emirates News Agency, the opening ceremony began with the national anthem of the United Arab Emirates, followed by a video presentation outlining the forum's objectives. Khaled Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, welcomed the attendees, including global experts and decision-makers, to discuss future tourism trends and the role of modern technologies in enhancing tourist experiences and sustainability. Al Midfa highlighted the tourism sector's recovery, citing figures from the United Nations World Tourism Organization that indicate a return to pre-pandemic levels. The tourism sector is expected to grow by 4-6% in the region in 2024. He noted that logistical and infrastructure developments are drawing interest from travelers and companies, with the Middle East experiencing a 122% growth in tourist numbers in 2023 compared to 2019. Abdullah Al Saleh, Deputy Minister of Economy, stressed the importance of adopting best practices in tourism development. He discussed the need for a robust digital infrastructure and opportunities for private sector investment. The UAE's tourism sector is a significant economic driver, with the country ranking first regionally in the Tourism and Travel Competitiveness Index and sixth globally in tourism revenue, reaching AED191 billion in 2023. Al Saleh also revealed a collaboration between the UAE and the United Nations World Tourism Organisation on a pilot project to measure sustainable tourism, aiming to assess its economic, environmental, cultural, and social impacts. This is part of the UAE's efforts to support sustainable tourism and inte grate it into educational curricula. Basmah Al Mayman, Regional Director of the Middle East at UN Tourism, presented on innovation and digital capabilities in tourism. She shared global tourism data indicating a post-pandemic recovery, with 1.3 billion international tourists and the creation of 27 million new jobs in the sector in 2023. Sheikh Sultan bin Ahmed Al Qasimi attended a session titled "Tourism in the Digital Transformation Era," where speakers discussed digital technologies' impact on the tourism sector. He also toured the exhibition halls, engaging with contributions from government and private entities in the tourism and travel sectors. The forum addresses crucial topics such as "Tourism 2030: Achieving Balance between Innovation, Sustainability, and Safety in the Digital World," "Exploring Digitalisation, Health, and Safety in Tourism," and "The Future of Safe Tourism: Health Protocols and Best Practices."