Sharjah Old Cars Club Drives Heritage Tourism Forward at World Travel Market London

The club presents its automotive heritage collection to the global tourism industry, seeking partnerships that will weave its museum into international travel itineraries and cultural experiences.

Automotive heritage carries within it the fingerprints of an era: the engineering ambitions, the aesthetic sensibilities, the moment when a particular vision of movement and design crystallised into steel and chrome. The Sharjah Old Cars Club understands this deeply. As it steps into the spotlight at World Travel Market London this November, the institution brings with it not merely a collection of vehicles, but a living archive of how humans have imagined and engineered their passage through time.

The club’s participation in WTM London, taking place from 3 to 5 November 2026, marks a considered effort to position its museum within the international tourism landscape. Organised as part of Sharjah’s official pavilion under the Sharjah Commerce and Tourism Development Authority and the Sharjah Sports Council, the presence signals a strategic ambition to transform cultural heritage into meaningful visitor experiences.

At the heart of the exhibition sits a 1971 Mercedes-Benz 280SL, a vehicle that embodies a particular chapter in automotive evolution. The car serves as a tangible expression of the museum’s broader mission: to preserve and interpret the history of automobile design and engineering, making that history accessible to those who encounter it. Saud Ali Al Matrooshi, Member of the Board of Directors of Sharjah Old Cars Club, notes that participation provides direct engagement with tourism operators and international organisations, creating pathways for collaboration that could integrate the museum into organised tours and delegations.

The strategy reflects an understanding that heritage tourism thrives when cultural institutions position themselves within broader travel narratives. By introducing tourism companies to the museum’s specialised offerings, the club seeks to expand its visitor base while reinforcing Sharjah’s reputation as a destination where heritage and contemporary experience converge. The initiative also strengthens the emirate’s cultural tourism infrastructure, enriching the diversity of experiences available to travellers exploring the region.

Through such partnerships, the museum’s collection becomes more than a repository of historical objects. It transforms into a pedagogical space where visitors encounter the evolution of automotive technology and design across different eras, appreciating both the technical achievement and the cultural significance embedded within each vehicle.

What it means for Abu Dhabi

Sharjah’s investment in heritage tourism infrastructure reinforces the broader commitment across the UAE to preserve and celebrate cultural and historical narratives. As the emirate expands its tourism offerings through initiatives like this, it contributes to the region’s positioning as a destination where visitors encounter genuine cultural experiences alongside contemporary amenities. This diversification of tourism experiences strengthens the entire emirates’ appeal to international travellers.

The collaboration between cultural institutions and tourism operators, exemplified by the Sharjah Old Cars Club’s outreach at World Travel Market, demonstrates how heritage preservation and tourism development can advance together. As Sharjah expands its network of tourism partnerships, as reflected in the recent support initiatives for Sharjah’s cultural and sporting institutions, the emirate strengthens its position within regional and international tourism markets.

Source: WAM

On Simply Luxury: Mercedes-Benz