Khorfakkan is becoming an unlikely tourism talking point in the United Arab Emirates (UAE), in spite of it offering just one hotel and the town’s relatively remote location. Factor in Sharjah’s total ban on alcohol consumption and it becomes even more surprising that Khorfakkan is managing to generate such interest.
“We are not satisfied with staying still, we believe Khorfakkan has a lot to offer and we are capable of further growth as we move forward,” says Oceanic Hotel general manager Ian Phillips. Located on the east coast of the UAE, Khorfakkan belongs to the emirate of Sharjah, but is geographically surrounded by the emirate of Fujairah. Despite competition from neighbours such as Dubai and Abu Dhabi, the town best known for its container terminal and port is experiencing its own tourism success story.
“Last year, while other hotels throughout the UAE experienced drops in occupancy – here in Khorfakkan we were very pleased with our occupancy rates and we’re encouraged to see on-going increases,” Phillips states. Tourism here has steadily developed thanks to a variety of attractions, including white sandy beaches and coral reefs that entice divers from around the world. “Khorfakkan appeals to a diverse range of guests, from a steady stream of business travellers, young families and professionals seeking short breaks within UAE, to guests who want more active vacations including water-sports, fitness and hiking”.
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The Oceanic Hotel has a proud 35-year history of supplying the tourist demand in Khorfakkan, and has become integral in the strategic plans for developing the region. “Hotels in any region need to be actively engaged in the promotion of the destination in which they belong, we are working hand-in-hand with Sharjah Commerce and Tourism Development Authority (SCTDA) to develop Khorfakkan and put this destination on the map.” Established in 1996, SCTDA is tasked with promoting commercial and tourism activities in the emirate of Sharjah. The authority endeavours to develop these sectors through various events and activities, and promotes the emirate at local, regional and international levels.
“SCTDA is the key holder to everyone’s success in the area,” Phillips says. “SCTDA chairman H.E Khaled al Jasmin Midfa clearly has a strong vision to put Sharjah on the map, in doing so he will help everyone here by growing and developing the reputation of the emirate.” Working in collaboration with SCTDA, the Oceanic Hotel attends roadshows, workshops and exhibitions in both developed and developing markets: “We actively help bring foot-fall into the hotel, we’ve become more proactive in recent years in the process of bringing attention to Khorfakkan.”
Speaking of the target tourism market in the coming years, Phillips acknowledges the challenges coming to the region in 2016: “Analysts say that the first six to nine months of this year could be as tough as those in 2015, I do believe that is a genuine possibility – but we don’t have to accept that forecast – we are able to go after new markets, seek diversity in our target markets and attract clients that perhaps haven’t considered Sharjah or the east coast before.” He continues; “The world is enormous, look at China for example, while it may have its own issues, it has the biggest travelling market of one billion people annually, that represents an incredible opportunity.”
With 177 guestrooms, 18 suites and five dining options, the Oceanic Hotel is more than capable of supplying a rise in demand. “In 2011 we underwent an extensive refurbishment, it was an old and tired hotel, but now the Oceanic is completely different, our Trip Advisor ratings reflect this and we are doing phenomenally well.”
The outdoor traveller is also set to become a key target for the Oceanic Hotel as Phillips reveals his imminent plans to bring more endurance sports enthusiasts to the area. “In January 2016 we hosted the Oceanic Long Ride which was a 238km cycle ride in Khorfakkan; participation was very good – it was a successful event for all concerned,” Phillips begins. “Additionally, on 19 February we hosted the first Oceanic short course triathlon which included a 80m swim, 30km cycle and 7km run – all based right here in Khorfakkan. Entrants can join as solo participants or as a team – which makes it more accessible to those who perhaps don’t feel ready to complete a solo triathlon.”
Phillips also notes the dinner celebration and awards ceremony which also take place at the hotel after the events – resulting in what he describes as an event to be enjoyed by the whole family. Other athletic events Phillips has organised include the first ever Khorfakkan 10km run to be held in March 2016, planned with support from the Sharjah Sports Council, he adds; “Without them it’s not possible, the municipality has been so supportive and forward thinking throughout this process; this includes encouraging participation and attracting visitors to the area too.” Hosting more activities to bring people to the area is ultimately allowing the Oceanic Hotel to increase occupancy: “We’re really generating attraction through these ideas; furthermore these are annual events, and so we’re working to put Khorfakkan on the calendar– not just on the map.”
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