Shurooq appoints Lux Collective to manage two new hospitality offerings


The Sharjah Investment and Development Authority (Shurooq) has appointed The Lux Collective, a Singapore-based luxury hotel management company, to manage two new hotel projects located in the scenic areas of central and east coast of Sharjah.

The announcement took place during Shurooq’s participation in the World Travel Market 2021, attended by Khalid Jassim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority (SCTDA), Marwan bin Jassim Al Sarkal, Executive Chairman of Sharjah Investment and Development Authority (Shurooq) and Paul Jones, Managing Director of The Lux Collective, held in London, UK, November 1-3, at the Sharjah booth.

The nature-inspired Lux ​​Al Jabal Resort covers an area of ​​260,000 m² on a spectacular hill of land overlooking a Khorfakkan beach, facing the beautiful Arabian Sea. The resort is slated to welcome guests in March 2023 and includes 45 eco-friendly units and suites that open out to sweeping views of aquamarine waters and a jagged mountain range, providing complete privacy. Located next to the region’s largest conservation park for the world’s largest wildlife safari outside of Africa in the city of Al Dhaid in Sharjah, Sharjah Safari, LUX Al Bridi Resort is slated to open in 2023 .

When completed, the project will include 35 luxury private tents and the LUX Me Spa. Another highlight of the property is the different types of animal encounters that are organized in partnership between Shurooq and the Sharjah Environment and Protected Areas Authority (EPAA) as part of safe and secure measures that ensure the protection of guests and animals.

Al Midfa said: “Tourism is a vital pillar of Sharjah’s economy and a central pillar of the emirate’s sustainable development. As the global pandemic recedes, the Sharjah Commerce and Tourism Development Authority is keen to strengthen its ties with the global travel market and reiterate Sharjah’s wealth of attractions to consumers who wish to resume travel as restrictions gradually end. “

Lux Al Bridi Resort, Shurooq’s newly announced five-star hotel offering, occupies 784 hectares of the Sharjah Safari project, the world’s largest wildlife safari outside of Africa, and offers unparalleled opportunities to observe and photograph the Big Five Africa – the rhinoceros, buffalo, elephant, lion and leopard – in a natural and desert setting.

When completed, Al Bridi Nature Reserve will be home to a wide variety of animal species, including native mountain gazelles. It will consist of two parts – a 40 hectare recreation of carefully selected African Rift Valley highlights and a 650 hectare adventure safari. The reserve will house the largest collection of African herbivores in the world, including some 45 antelope subspecies.

The 35 luxurious private tents at Lux Al Bridi Resort consist of 21 one-bedroom units, 8 two-bedroom units and 6 three-bedroom units. A gym, spa, swimming pool and kids’ club are some of the other amenities you can enjoy.

While LUX Al Bridi Resort will bring tourists and visitors from all over the world to the heart of a wildlife adventure experience like never before in the UAE, guest interaction with the animals of the nature reserve, including feeding of giraffes and other safe wildlife will be guided by the Sharjah Environment and Protected Areas Authority (EPAA). Shurooq and EPAA will work together to organize unique guest interactions with nature.

Paul Jones, CEO of The Lux Collective, said: “We are honored to have the trust of Shurooq to manage these two extraordinary properties in Sharjah, the perfect showcases for LUX * Resorts & Hotels to deliver their concept of hospitality * Lighter , Brighter in the United Arab Emirates while providing imaginative experiences to help people celebrate life.

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