The Al Rafisah Dam, located in UAE's capital city of Sharjah, is soon to become a nature-inspired premier leisure and tourist destination, with the Sharjah Commerce and Tourism Development Authority (SCTDA) branding it as such to bolster tourist footfall. The destination has an array of inclusive entertainment and tourist offerings.
Brand Identity
Through this new brand identity, the SCTDA aims to propel the dam's lure for new tourists by highlighting the deeply rooted authentic heritage and the cultural legacy it is inspired by. Al Rafisah Dam is one of the eco-friendly projects in Khorfakkan and the eastern region of the UAE. The dam has a 13 m deep and 82,000 sq m wide lake that is home to wildlife and offers water sports opportunities for visitors. There are a host of mountain and water sports activities like boat tours and rides, including pedal boats, kayaks, and doughnut boat rides for cruising around the lake. Tourists who love exploring the culture and history of different regions will also get their fix as the city has an exciting food and arts scene and over 22 museums. You can spend a day immersed in nature, feeding ducks while watching migratory birds and turtles.
 Goals
HE Khalid Jasim Al Midfa, Chairman of SCTDA, said, "Launching the new brand identity of Al Rafisah Dam aligns with our strategy of enhancing Sharjah's position as a premier tourist destination, reaffirming SCTDA's vision to reinforce the emirate's distinctive status on the global tourism map." He added that besides enhancing the tourist experience, launching this new brand identity will also fulfil the goals of promoting Sharjah and the eastern region as inclusive tourist destinations through collaboration with its public and private sector partners. "It sheds light on the destination's natural, historical and archaeological elements that appeal to all kinds of visitors, all year round."