Implemented by “Menassah Distribution Company”
Her Highness Sheikha Bodour Al Qasimi Launches the “Check in At Sharjah, Stay with Literature” Campaign to Establish Reading as a Cultural Haven Inspired by the Spirit of the Emirate
Sharjah, December 29, 2025:
Her Highness Sheikha Bodour bint Sultan Al Qasimi, Founder and Honorary President of the Emirates Publishers Association, has launched the “Check in at Sharjah, Stay with Literature” campaign, reaffirming reading as a living, dynamic force woven into the cultural fabric of society. The initiative seeks to deepen the connection between readers and the cultural identity of the Emirate of Sharjah, continuing its long-standing journey of cultural and literary development.
Rooted in Sharjah’s unwavering commitment to culture and knowledge, the campaign aims to transform reading into an immersive experience that nurtures a sense of belonging and celebrates the Emirate’s distinctive character among residents and visitors alike. This vision is brought to life through a carefully curated collection of creative products that reflect Sharjah’s spirit, history, and cultural narratives. Designed as cultural touchpoints, these products spark curiosity about Arabic literature and Emirati authors, seamlessly blending personal style with literary exploration.
Inspired by the tranquility of a quiet hotel stay, the campaign presents reading as a refined retreat—an elegant sanctuary of calm and contemplation. Sharjah is portrayed as this cultural haven, welcoming residents and visitors as guests of knowledge, immersed in an integrated ecosystem of literary and cultural experiences. Within this vision, books become gateways to reflection and comfort, showcased through promotional scenes that echo the ambiance of boutique hotels combining luxury with authenticity across the Emirate.
In this serene setting, reading is elevated into a holistic lifestyle experience, fostering relaxation, discovery, and a deep sense of belonging. Pages unfold as spaces of rest and inspiration, mirroring the peaceful comfort of a tranquil hotel stay.
Her Highness Sheikha Bodour emphasized that reading is not merely a means of acquiring knowledge, but a living bridge connecting individuals to the memory, identity, and cultural soul of a place. She explained that the campaign reimagines the relationship between readers and the city of Sharjah, allowing individuals to become part of its narrative—where books emerge as natural extensions of the city’s essence, nurturing a lasting love for knowledge and strengthening bonds with local cultural heritage.
She stated:
“The ‘Check in at Sharjah, Stay with Literature’ campaign is not only an invitation to read, but a comprehensive journey aimed at building a deeper emotional connection between individuals and their cultural space. It reinforces belonging, enriches the cultural movement within society, and contributes to the civilizational project established by His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, Supreme Council Member and Ruler of Sharjah.”
Driven by the belief that reading is a way of life, Menassah Distribution Company presents a diverse range of products through this campaign, blending fashion, books, hospitality elements, board games, and stationery to reflect a complete lifestyle identity. The collection features celebratory phrases such as “Reading Club” and “Read, You’re in Sharjah,” alongside iconic Sharjah landmarks—strengthening emotional ties to the city and positioning reading as a cultural refuge inspired by Sharjah’s spirit.
The campaign forms part of a broader series of innovative initiatives launched by Menassah Distribution Company under its strategic vision to support Emirati writers and publishers while enriching and diversifying reading resources. Building on the success of last year’s “Read, You’re in Sharjah” campaign, “Check in at Sharjah, Stay with Literature” carries the same vision forward—embedding reading into everyday life and reinforcing Sharjah’s position as the cultural capital of the Arab world.
-Ends-