Al Midfa joined SCTDA in 2011 and assumed his current role in 2014. SCTDA was launched in 1996 by the government of Sharjah to promote both tourism and commerce in the emirate. The organization reported an 11% year-on-year rise in hotel guests in Sharjah, totaling 1.6 million in 2024. In October 2024, SCTDA launched a sustainable tourism AI assistant in more than 40 languages to promote eco-friendly travel. Al Midfa also chairs the Sharjah International Marine Sports Club.