Ajman is one of the fastest growing tourism destinations that is home to heritage and wellness centres and adventure sports. Steeped in ancient traditions, the UAE emirate is renowned for its sustainability-driven hospitality, and is popular among families and couples, friends and female travellers.

Led by Ajman Department of Tourism Development (ADTD), marketing campaigns with German tour operators along with strong sales drives in 2023 have produced positive results, and have increased confidence levels for 2024.

Ajman’s 2024 objectives include growing the European market in general and the DACH (Germany, Austria and Switzerland) in particular.

A key development in 2024 was the launch of the “Heritage Path” by His Highness Sheikh Humaid bin Rashid Al Nuaimi, Supreme Council member and Ruler of Ajman. This project, led by Ajman Municipality and Planning Department, is part of Ajman Vision 2030, and embodies Ajman as a vibrant historical city.

The city’s tourism attractions encompass water and adventure sports, traditional souks, designer shopping, street food to fine dining, and museums. For instance, Ajman Museum in the heritage district and the new Poetry Museum.

The newly transformed Souq Msharif celebrates the identity, authenticity, and history of the city.  One of the oldest markets in the emirate, Souq Msharif has a deep connection with the local community, and stands out as a prominent destination for residents and visitors.

Mahmood Khaleel Alhashmi, Director General of the Ajman Department of Tourism Development, said innovation and sustainability will be the centre of tourism development in Ajman.

In an interview at ITB Berlin, the leading travel trade show recently held in Berlin, Germany, Khaleel Alhashmi outlined the emirate’s blueprint for tourism and socio-economic development that will shape its future in the next decade.

Excerpts

As the Director of Ajman Tourism, what changes would you like to see in the industry in 2024?

I see Ajman Tourism proactively fostering sustainable growth, enhancing visitor experiences, and expanding international partnerships. We aim to introduce innovative initiatives that showcase Ajman's cultural richness and natural beauty. Additionally, our focus includes leveraging technological advancements for a seamless tourist experience and furthering our commitment to environmental sustainability.

The initiation of Ajman Vision 2030 marks the commencement of a new era focused on development and prosperity. It serves as a blueprint for an innovative vision that will shape the trajectory of our emirate over the next decade.

Ajman Vision 2030 serves as a testament to our unwavering commitment to sustainable growth, the preservation of cultural heritage, and the attainment of socio-economic development.

Collaborating with strategic partners and launching pioneering initiatives, the Ajman Department of Tourism Development aims to elevate the emirate to unprecedented heights, creating a destination that engages effectively with travellers and local residents seeking unique experiences and unmatched hospitality.

We are poised to craft a narrative of success, resilience, and sustainable development, confident that Ajman will not only remain a gem in the UAE but will also stand as an exemplary global model and a hub for arts and culture.

Our dedication to realising Ajman Vision 2030 and boosting the local economy through the enhancement of the tourism sector remains strong. We call on all partners and the local community, to actively participate and collectively contribute to realise this ambitious vision to position Ajman as one of the foremost tourism destinations in the region.

Ajman is popular as a family-friendly destination. What are the lesser-known hidden gems of Ajman for families, that may include educational tours, adventure tourism, picnic spots?

Ajman offers families a diverse range of experiences. The recently renovated Ajman Museum, and the newly opened Poetry Museum, Beit Rashid Al Khader, providing insights into the region's history, heritage and art, are leading centres for educational tours.

Hiking in the Hajar Mountains, kayaking through mangroves, and exploring the unique Al Zora Golf Club – all contribute to adventure tourism in Ajman.

The vibrant atmosphere of the transformed Souq Msharif is an ideal picnic spot for families.

Ajman Tourism has reported consistently growing number of tourists and hotel properties. Can you give us the latest statistics for both incoming tourists, local (UAE tourists), and new hotels?

In 2023, Ajman witnessed a remarkable 11% increase in visitors, totalling 610,000, with a corresponding 11% growth in tourism revenues. Occupancy levels in our 50 hotels and resorts, totalling 4,292 rooms, reached an impressive 82%, surpassing our competitors. Our overall growth signifies Ajman's appeal to a diverse range of visitors.

What are the upcoming projects in Ajman this year?

The recent inauguration of the ‘Heritage Path’ on February 14, 2024, showcases Ajman's commitment to preservation of heritage and history, and sustainable growth. We remain dedicated to attracting investments in the hospitality sector to further enhance our accommodation offerings.

What are the key segments in which Ajman tourism has seen growth in 2023? Family/Medical/Golf tourism?

In 2023, key segments that contributed to Ajman’s growth include family tourism, adventure sports, cultural experiences, and golf tourism, particularly with the launch of the renowned Al Zora Golf Club.

Medical tourism and wellness, exemplified by the Zoya Wellbeing Resort, has also contributed to Ajman's reputation as a holistic destination.

What are some of the more recent sustainability initiatives undertaken by the tourism authority?

The Ajman Department of Tourism Development has recently taken significant strides in promoting sustainability within the tourism industry through its "Sustainable Green Tourism and Investment" workshop held lately. This initiative aligns with the broader vision of Ajman for 2030, emphasising the importance of balancing economic development with environmental and cultural preservation.

The workshop served as a platform to bring together strategic partners, tourism experts, and environmental professionals. It explored green investment opportunities within the tourism sector and reviewed associated regulations, showcasing successful examples of sustainable tourism projects.

In addition to workshops, the Ajman Department of Tourism Department has implemented proactive measures and multifaceted strategies to raise awareness about the significance of preserving natural and cultural resources. This commitment reflects the department's continuous effort to ensure the sustainability of Ajman's tourism sector, promoting overall prosperity for society and the environment. The efforts made by ADTD, including planting mangrove trees and promoting green investment, contribute significantly to the realization of Ajman's vision for a sustainable and innovative tourism destination by 2030.

What are the key tourism sites for visitors this year? Do you plan to propose any important site for inscription on the UNESCO list?

Important sites in Ajman for visitors in 2024 include the renovated Ajman Museum, the Hajar Mountains' Masfout enclave, and the recently inaugurated ‘Heritage Path’. Ajman remains committed to enriching culture and heritage, in line with Ajman Vision 2030.

What are the key travel trends you have observed this year?

Trends in 2024 indicate positive growth, with Ajman's figures back to pre-pandemic levels. Marketing campaigns and strong sales efforts, especially in the European market, GCC and Egypt have yielded positive indications.

Our objective is to continue steady growth, build partnerships, and contribute to Ajman's tourism success through innovative and sustainable practices. – TradeArabia News Service