American University of Sharjah (AUS) and the Sharjah Commerce and Tourism Development Authority (SCTDA) have signed a memorandum of understanding (MoU) to shape the future of tourism.
The AUS-SCTDA MoU intends to establish a strategic partnership aimed at advancing Sharjah’s and the UAE’s position as a regional hub for tourism innovation and future-ready talent development.
The MoU was signed at the House of Wisdom in Sharjah by His Excellency Khalid Jasim Al Midfa, Chairman of SCTDA, and Dr. Tod Laursen, Chancellor of AUS, in the presence of senior officials from both institutions, various media outlets, and a group of guests.
Khalid Jasim Al Midfa Chairman – SCTDA
“This memorandum reflects a clear strategic direction towards reinforcing the emirate of Sharjah’s position as a leading tourism destination, one that is driven by innovation, empowered national talent, and a progressive, sustainable tourism ecosystem. Guided by the vision of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Member of the UAE Supreme Council and Ruler of Sharjah, we continue to advance an integrated development model that brings together the depth of cultural identity with a forward-looking vision, further strengthening the emirate’s competitiveness and global tourism positioning.”
Al Midfa further added that, “This collaboration with AUS represents a qualitative step towards aligning efforts between the academic and government sectors, creating an enabling environment for innovation, advancing knowledge, and nurturing a new generation of talent capable of leading the future of the sector. Through this integration, we are establishing a research and development-driven ecosystem that supports sustainable growth and aligns with Sharjah’s long-term aspirations for a more competitive and sustainable future.”
“The AUS-SCTDA partnership brings together academic capability and sector ambition in a way that can deliver real value for Sharjah. Through this collaboration, AUS will help develop talent, generate applied knowledge, and create platforms where students, researchers, and industry can engage with the future of tourism. It is a strategic partnership that supports economic diversification, strengthens sector competitiveness, and reflects the important role universities can play in advancing national development priorities,” said Dr. Laursen.
The agreement also seeks to advance education and knowledge creation in destination marketing and tourism management through meaningful, high-impact collaborations that contribute to the long-term development of the tourism sector in Sharjah and the UAE.
In addition, the AUS-SCTDA MoU establishes a framework for further collaboration in areas aligned with the priorities of both institutions, including executive education and professional development, research collaboration, student engagement initiatives, industry immersion opportunities, and knowledge exchange platforms.
