A luxury art and culture themed five-star deluxe beachfront resort will be built in Sharjah, UAE, at a cost of $100 million, it was announced today.

The project was launched by Sheikh Sultan bin Ahmed Al Qasimi, chairman of Basma Group Sharjah, together with Prince Khaled bin Alwaleed bin Talal, the founding shareholder of KBW Investments.

The Majlis Grand Mercure Sharjah – Resort & Spa will  be operated by Accor. The project will cover an area of around 12,000 sq m at the Sharjah Corniche, between the Coral Beach Resort and Sharjah Ladies Club.

The resort will offer all sea-facing rooms, each with a private balcony.

The project will be undertaken by Basma Investments, the investment arm of Basma Group.

The resort will reflect authenticity, inspired by the cultures of the region whilst being represented in a contemprorary style, said a statement.

Sheikh Sultan said: “The Majlis Grand Mercure Sharjah – Resort & Spa will be a great opportunity for Sharjah to increase the tourism ratio for the upcoming years by embracing the luxury segment. Sharjah will start to cater for tourists who seek to explore its history and that special artistic and cultural flair of Sharjah at a vibrant location that will combine art and culture with contemporary traditional elements.”

Prince Khaled said: “In every company we invest, we want to fully comprehend the value sustaining it over the course of time. Entering this venture with the experience of HE Sheikh Sultan bin Ahmed Al Qasimi along with the solid track record of Accor, provides the stockholder the necessary elements for a safe decision and the comfort required for a long-term investment. I am confident Sharjah has taken one more step to become a recognised international destination for tourism and leisure as envisioned by HH Sheikh Dr Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah.

"International travellers will find in Sharjah a new capital of rich Arab culture with contemporary luxuries,” he said.

Christophe Landais, Accor Hotel Services’ Middle East chief operating officer, said: “Following Novotel Sharjah Expo Centre, we are privileged to further strengthen our relationship with HE Sheikh Sultan bin Ahmed Al Qasimi and start a new partnership with HRH Prince Khaled bin Alwaleed bin Talal bin Abdulaziz Al Saud for the development of Accor upscale resort project; the Majlis Grand Mercure Sharjah – Resort & Spa.”

The resort is expected to offer 234 rooms divided in three categories; Deluxe Sea View, Deluxe Private Garden and Suites. Two restaurants and a sea-facing coffee shop will serve guests.

The resort’s Hamam Spa, with six treatment rooms, a health bar, a swimming pool and a fitness centre completed by a steam and sauna room, promises guests regenerative and sensory treatments.

State of the art meeting and function rooms will cater to the local and regional business needs, the statement said.

Landais further noted: “The Majlis Grand Mercure is an Accor regional brand that is specifically designed for the Middle East. The deluxe resort is a unique and different brand that reflects authenticity inspired by the local culture of the region whilst being represented in a modern style. All of this whilst being  supported by the entire distribution platform of Accor.” - TradeArabia News Service