All the perfumes of Arabia are to be experienced in Sharjah, the home of Arab and Islamic culture. As part of the Sharjah Commerce and Tourism Development Authority’s efforts to promote the understanding of Sharjah’s identity and tourism profile among industry partners, 25 professional tourists guides were treated to a special Master Class on Sharjah’s perfume industry today (Monday, June 3) in cooperation with the Sharjah Museums Department and perfumers Mohamed Hilal Group and Grosse French Perfumes. The tourist guides got a rare peek into the history, tradition, production and many uses and importance of the Arabic and Emirati fragrances.

The Master Class began with a visit to Sharjah’s Heritage Area where the SCTDA and Sharjah Museum Department organised a workshop on incense production followed by a tour of the Sharjah Heritage Museum which chronicles the local customs and traditions and the ancient culture of the emirate. The trainees were then taken to the establishment of perfumers Mohamed Hilal Group in Mega Mall. Then it was the time for a visit to Gross French Perfumers where the visitors were briefed on the finer points of production and presentation of Arabic perfumes.

Commenting on the initiative, HE Khalid Jasim Al Midfa, Director General of the Sharjah Commerce and Tourism Development Authority emphasised the Authority’s keenness to host diverse events and activities that help develop and enhance the skills of those employed in the tourism sector. He said it is important to harness and develop special skills and competencies of the tourism industry workers in the emirate so they could present an authentic Sharjah experience with its cultural heritage, architectural grandeur and the economy.

Al Midfa added that Sharjah is characterized by a rich cultural heritage and culture of excellence which gives it a special place in the region and attracts large numbers of visitors each year. The perfume industry in the emirate again is a reflection of its cultural identity and heritage, he emphasised pointing out the importance of the tourism industry workers, who come from diverse backgrounds, especially tourist guides, to understand and identify with the local customs and traditions.

It should be noted that the SCTDA hosts and organises such events, visits and orientation programmes throughout the year for its tourism industry partners and employees. Some of these special campaigns regularly hosted include the ‘Explore Your Destination’ and on ‘Treasures of Sharjah’ and exploration of the emirate’s oil and natural gas industry.