Sharjah Chamber of Commerce and Industry (SCCI) and the Sharjah Commerce and Tourism Development Authority (SCTDA) have launched the Back-to-School initiative as part of the 2026 edition of Sharjah Summer Promotions.
The retail campaign runs until 15 September 2026, offering a comprehensive programme of entertainment and community-focused activities, complemented by promotional offers and family experiences across Sharjah.
Shamsa Entertainment City was a key family attraction featured in this year’s campaign, generating strong family participation and visitor engagement. Hosted in Aljada, Sharjah, the city delivered a diverse portfolio of entertainment experiences, interactive workshops, and activity zones, with innovative open-air recreational spaces focused on enriching children’s knowledge and developing their skills.
Following the conclusion of Shamsa Entertainment City, Shamsa, the official mascot character of Sharjah Summer Promotions, continues to engage with the campaign’s audiences through the Back-to-School initiative.
This week, the initiative featured visits to several schools and nurseries across Sharjah, where children took part in interactive activities and received gifts as part of celebrations marking the start of the new academic year. The initiative aims to enhance family and community engagement while creating a positive and lively experience around the back-to-school season.
The Back-to-School initiative is complemented by a diverse portfolio of retail promotions offered by participating shopping centres and stores, featuring a wide range of school supplies and products tailored to the needs of students and families. With substantial discounts and attractive offers, the campaign provides parents and students with greater choice and competitive pricing, supporting their preparations for the new academic year.
Jamal Saeed Bouzanjal, General Coordinator of Sharjah Summer Promotions, said the Back-to-School initiative reflects the campaign’s strategy of expanding its engagement across events and occasions of interest to children and families. He affirmed that bringing the campaign directly into schools and nurseries strengthens its community outreach, while giving children a positive and engaging start to the new academic year.
Aisha Saleh, Head of Festivals and Promotions Department at SCCI, said the launch of the Back-to-School campaign reflects Sharjah Summer Promotions’ commitment to responding to the diverse interests of the community throughout the season. She noted that the campaign extends beyond promotional retail offers by delivering interactive family-focused experiences across different occasions.
Saleh added that the school and nursery visits further strengthen the community engagement strategy of Shamsa character, which has become an integral part of the campaign’s entertainment experience. She explained that the distribution of gifts and direct interaction with children are designed to celebrate the back-to-school season, strengthen family engagement, and create positive, memorable experiences around the start of the new academic year.
Sharjah Summer Promotions 2026 will run through 15 September, offering shoppers and visitors a wide range of promotional offers, events, and experiences across the emirate. The campaign features retail discounts, family activities, raffles and prizes, as well as diverse tourism and entertainment experiences.
