Tourism

The Ajman Department of Tourism, Culture and Media (ADTCM) has signed a cooperation agreement with Coral Travel, one of the leading tour operators in Germany, Austria, and Switzerland, to strengthen the emirate’s presence in the European tourism market.

The agreement forms part of a strategic marketing initiative aimed at positioning Ajman as a preferred travel destination for European visitors, while diversifying the emirate’s source markets and enhancing its competitiveness within high-value tourism segments.

The cooperation agreement was signed virtually, with Mahmood Khaleel Alhashmi, Director-General of ADTCM, signing from the department’s headquarters in Ajman, while Hicabi Ayhan, Director of Product Management at Coral Travel, signed from Berlin, Germany.

The signing ceremony took place in the presence of the department’s representative office participating in ITB Berlin, one of the world’s leading travel and tourism industry exhibitions.

Under the agreement, Ajman will be incorporated into Coral Travel’s portfolio of promoted destinations across Germany, Austria, and Switzerland. The partnership will focus on launching integrated marketing campaigns targeting specific traveller segments, developing customised travel packages based on European consumer behaviour, and equipping travel agents with marketing tools that enhance Ajman’s visibility in European markets.

Both parties will also collaborate to analyse travel demand indicators and tourism trends across Central Europe. This will help in designing flexible tourism products that respond to evolving market dynamics and meet the growing demand for destinations offering cultural experiences, beachfront attractions and family-friendly activities in a safe and high-quality environment.

Commenting on the partnership, Alhashmi said the department follows a long-term strategy focused on building partnerships with leading global tour operators to strengthen Ajman’s competitive position in the European travel market.

He added that the agreement is part of a broader initiative aimed at expanding the emirate’s share of high-value European tourism markets. The focus on Central Europe, he noted, is based on strong travel volumes and higher average tourist spending, supporting the emirate’s economic diversification objectives and sustainable growth in the tourism sector.

Ayhan highlighted that adding Ajman to Coral Travel’s programmes in Germany, Austria and Switzerland expands the company’s destination offerings and reflects the emirate’s growing appeal among European travellers seeking authentic experiences that combine relaxation with cultural discovery.

The agreement reinforces ADTCM’s strategy of expanding internationally through data-driven insights and strategic partnerships, strengthening Ajman’s position within the European tourism landscape and promoting the emirate as an attractive global destination.

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