The International Tourism Bourse (ITB) has been luring thousands of visitors, officials and German media representatives to the Sharjah suite, which inaugurated in Berlin, Germany, on 10 March 2010, aimed at observing various activities reflecting the heritage and history of Sharjah, which is taking part in the event for the 13th time. The event will run until 14 March.

The main area of attention of the Sharjah Commerce and Tourism Development Authority (SCTDA) in its participation in this year's edition of the event has been on showcasing the traditions and folklore of the UAE. The reason to choose this area specifically is the believe that it will lure visitors and provide them with information about the legacy of the UAE in general, and Sharjah in particular.

One of the biggest markets internationally, the German tourism market lures at least tens of thousands of German tourists visiting Sharjah every year.

Sharjah on the whole by the SCTDA, is interested on increasing its presence in this market by participating in various international events, such as the ITB exhibition. It is represented by SCTDA.