Al Jawaher Reception and Convention Centre (JRCC) continued its track record of success in 2018, crossing their biggest-ever milestone in organising regional and international MICE (Meetings, Incentives, Conventions and Exhibitions) events.

In all, Sharjah’s largest furnished high-end venue has entertained 135,000 guests and visitors who have walked in to attend 400 events comprising a mix of high-profile government forums, international events, corporate gatherings, fashion events, film festivals, weddings and more. The extravagant multipurpose hall crafted 164 corporate events during 2018, and captured the imagination of their clients with 243 outstanding social events.

Since JRCC was established in 2013 under the patronage of H.H Sheikha Jawaher bint Mohammed Al Qasimi, wife of H.H. Sheikh Dr. Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah, the 5,100-sqm venue boasting a wide range of exclusive in-house events and indoor as well as outdoor catering facilities, has hosted a total of 1,700 onsite and offsite events.

In its six-year journey of efforts to work in line with the overarching developmental strategy of the emirate of Sharjah, JRCC has offered a memorable experience to more than 660,000 individuals. This majorly supplements the UAE’s profile as one of the most popular MICE destinations in the region – a trend that has received a stronger boost since 2014 due to visa exemptions and more airline routes that have increased its connectivity with the world.

Reflecting on the achievements of the year, Hanan Al Mahmoud, CEO of Al Jawaher Reception & Convention Centre (JRCC), said: "In recent years, particularly 2018, Sharjah has seen a surge in MICE activities, thanks to the leadership’s planning and strategic thinking. JRCC continues its efforts further to position Sharjah and the UAE as a leading meetings and events destination not only in the Middle East but around the world."

Hanan emphasised how the winning of 38 culinary medals, including the coveted World Chocolate Masters and Culinary World Cup by the establishment’s team of leading chefs, and international quality certifications like the ISO 22000 (2005) – a food safety management system applicable to any organisation in the food chain, have bolstered JRCC’s quest for excellence in hosting all kinds of events.

"Having a food safety management system at JRCC assures out customers and enhanced confidence in our practice and services," Al Mahmoud added.

The semi-government establishment crossed another big milestone this year by becoming an autonomous entity, and will be functioning independently from here on. JRCC was also seen involving itself in several charity initiatives through the year. Donations to the UAE-based cancer non-profit, Friends Of Cancer Patients (FOCP), distribution of 200 Iftar boxes during Ramadan, and sponsorship of food and beverage boxes at the Elderly Care Service, were among their philanthropic efforts in 2018.

Through the year, JRCC played host to several high profile events and forums. In 2018, some of these events included the sixth Sharjah International Children’s Film Festival (SICFF) in October, followed by the Investing in the Future Conference in the same month, and followed by fourth Sharjah FDI Forum in December. The destination also hosted its first outdoor family festival, the ‘E88 Market’ for a fortnight in Nov-Dec, making it the first-ever outdoor festival on the busy 30-kilometre highway.

In 2019, JRCC is definitely a MICE destination to watch out for. The CEO said that JRCC is set to raising Sharjah’s and the UAE’s profile as a critical node on the new global silk road, as it continues to work on its preparedness to increase the variety and number of events, improve venue occupancy, and accelerate regional and international visitations.