Tourism

The Ajman Department of Tourism, Culture and Media (ADTCM) has signed a strategic cooperation agreement with German travel company Vtours to strengthen the promotion of the emirate in the German market and expand international tourism partnerships.

The agreement was signed virtually by His Excellency Mahmood Khaleel Alhashmi, Director-General of ADTCM, from the department’s headquarters in Ajman, while Sabine Jordan-Glaab, CEO of Vtours, signed from Berlin during her participation in ITB Berlin, one of the world’s leading travel trade exhibitions.

The agreement coincides with the participation of ADTCM’s representative office at ITB Berlin, reflecting the department’s commitment to expanding its international presence and building strategic partnerships with leading global tourism companies. The initiative also aims to leverage major international platforms to open new avenues of cooperation that support the growth of Ajman’s tourism sector.

Under the agreement, the two parties will develop joint marketing programmes to promote Ajman among German travellers and strengthen the emirate’s presence within Vtours’ travel packages and tourism offerings. The partnership will also include targeted promotional campaigns based on insights into German travel preferences, along with workshops and meetings with travel agents and tour operators.

In addition, the agreement covers the exchange of travel data and expertise related to tourism trends and visitor behaviour, which will help enhance the effectiveness of marketing strategies and improve Ajman’s competitiveness in the European tourism market.

As part of the collaboration, familiarisation trips will also be organised for media representatives, content creators, and tourism stakeholders to showcase Ajman’s cultural heritage, natural attractions, and tourism offerings. These initiatives aim to position the emirate as a destination that blends authentic cultural experiences with modern tourism infrastructure.

Alhashmi said the agreement reflects the department’s strategic direction to expand Ajman’s reach in European markets and strengthen its presence in high-value tourism destinations. He noted that Germany is one of the world’s largest outbound tourism markets, with travellers seeking diverse and authentic experiences.

He added that ADTCM is working under an integrated vision to build sustainable partnerships that support balanced tourism growth and enhance the sector’s contribution to the emirate’s economy, while reinforcing Ajman’s position on the regional and international tourism map.

Jordan-Glaab highlighted that the partnership opens new opportunities to expand tourism offerings tailored for German travellers. She noted that Ajman provides diverse tourism experiences that appeal to visitors looking for destinations combining relaxation, culture, and leisure.

The agreement forms part of ADTCM’s broader strategy to strengthen its global tourism network and collaborate with leading travel companies, supporting the emirate’s ambition to become a sustainable and competitive destination in international markets.

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