The Sharjah Chamber of Commerce and Industry (SCCI) has launched a promotional initiative focused on Souq Shari'at Al Dhaid and Fili Heritage Souq, as part of the 36th edition of the Sharjah Ramadan Festival 2026, which runs until 25 March under the theme “Ramadan Spirit in the Heart of Sharjah.”
The initiative supports recently inaugurated development projects in Sharjah’s Central Region, opened by His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, stimulating commercial activity in Al Dhaid City and the Fili area in particular.
SCCI’s promotional initiative is held in collaboration with Sharjah Commerce and Tourism Development Authority (SCTDA); Al Dhaid City Municipality; Al Madam Municipality; Authority for Initiatives Implementation “Mubadara”; and Al Wusta TV in Al Dhaid as media partner, in addition to several supporting stakeholders.
It comprises a portfolio of marketing, entertainment, and heritage events, reflecting the Sharjah Chamber’s commitment to stimulating economic activity in Central Region markets, enhancing their attractiveness as commercial and heritage destinations, support retailers, and driving higher consumer footfall throughout Ramadan.
H.E. Abdallah Sultan Al Owais, Chairman of SCCI, stated that the initiative, launched under the umbrella of the Sharjah Ramadan Festival 2026, is aligned with the strategic vision and directives of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, to advance all development sectors across the emirate, particularly in the Central Region.
He noted that the initiative reflects the Sharjah Chamber’s commitment to keeping pace with recent development projects in Al Dhaid and Fili, while enhancing quality of life and driving commercial and tourism activity through targeted economic and community initiatives during Ramadan.
H.E. Mohammed Ahmed Amin Al Awadi, Director-General of SCCI, said that the new promotional initiative demonstrates the Sharjah Chamber’s commitment to advancing the objectives of the Sharjah Ramadan Festival 2026 across all cities of the emirate. He explained that the programme converts strategic directives into actionable initiatives that stimulate economic activity and strengthen commercial performance in the Central Region.
“The Chamber, in coordination with its partners, designed a comprehensive package of promotional, entertainment, heritage, and cultural events to provide an end-to-end shopping experience and position traditional markets as attractive family-friendly economic destinations during the holy month of Ramadan,” Al Awadi added.
The initiative offers high-value incentives, including two four-wheel-drive vehicles and cash and in-kind rewards. Shoppers receive one entry coupon for every AED 100 in purchases, with raffles to be held during Eid Al-Fitr, comprising two draws in each of Al Dhaid and Fili areas.
The programme also introduces a social media contest for the best festival coverage. Additionally, the “Young Influencer” event will feature children providing live coverage of events through on-the-spot filming and spontaneous interviews, complemented by quiz activities and prize giveaways delivered in partnership with Al Wusta TV in Al Dhaid.
The 36th edition of the Sharjah Ramadan Festival 2026 features the participation of major shopping malls, retail outlets and a wide range of local and international brands, in addition to a host of productive families, entrepreneurs, and small enterprises.
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