Ajman focuses on emerging markets

Ajman has become one of the emerging destinations in the UAE catering to families, couples, honeymooners and for weekend breaks with friends and female travellers. His Excellency Mahmood Khaleel Alhashmi, Director General, Ajman Department of Tourism Development shares about the source markets they are targeting and new initiatives they have taken to attract more visitors to the emirate.

TT Bureau

Which are the new source markets you are looking at this year?

We are actively exploring opportunities to attract visitors from emerging markets, with a specific focus on expanding our reach in the European market. While the UK remains a key source of tourism from Europe for Ajman, we aim to diversify our sources, considering potential markets with a growing interest in unique cultural experiences, wellness, and sustainable tourism.

What are the initiatives to drive more visitors to Ajman?

We are implementing a multifaceted approach to drive more visitors to Ajman. Our initiatives include targeted marketing campaigns with German and international tour operators, designed to showcase the diverse experiences Ajman offers. Collaborations with travel trade partners, including airlines and hotels, play a pivotal role in promoting our destination. We continue to invest in sustainable tourism practices and innovate in our offerings to appeal to a broader audience.

How do you work with travel trade and other partners to increase tourists to the emirate?

Collaboration with the travel trade and other partners is essential for the success of Ajman’s tourism. We engage in strategic partnerships with travel agencies, airlines, and hospitality providers to create attractive packages and promotions. By participating in international events like ITB Berlin, we strengthen our ties with the global travel community. Additionally, our ongoing dialogue with key stakeholders ensures a coordinated effort to enhance the overall tourism experience and contribute to the growth of Ajman’s visitor numbers.

Ajman is currently popular with families, couples, honeymooners and for weekend breaks with friends and female travellers. Sports favoured are watersports, including jet-skiing on the Corniche, kayaking (through the mangroves) and adventure sports, including hiking and mountain biking the trails. Golf is a big draw to Ajman with Al Zora Golf Club, a championship style 18-hole course, created by the famed Nicklaus Design group. The newly transformed Souq Msharif continues to uphold the city’s rich heritage, celebrating its identity, and history.

Ajman in numbers

  • 50 hotels & resorts/ 4,292 rooms
  • 11% growth in revenues in 2023 vs 2022
  • 6% increase in occupancy in 2023 vs 2022
  • 11% increase in number of visitors in 2023 vs 2022

(Those results are from closer of 2023.)

Smith Travel Research Report – STR

  • According to STR – full year 2023 figures, Ajman continues to lead its competitors in volume, occupying #1 position in occupancy levels at 82%, with a 4% lead over its nearest competitor.

Forward Bookings

  • Marketing campaigns with German tour operators, along with strong sales drives in 2023, have produced positive indications. Confidence that 2024 will continue showing growth. Ajman is pleased to report figures are back to pre-pandemic levels.
  • Objective is to continue to grow the European market in general and the DACH markets in specific steadily each year.


  • On 14 February 2024, His Highness Sheikh Humaid bin Rashid Al Nuaimi, Supreme Council member and Ruler of Ajman, inaugurated the “Heritage Trail” in Ajman, which falls under Ajman’s Heritage projects to embody the sustainable image of Ajman as a vibrant historical city. This project is led by Ajman Municipality and Planning Department as part of Ajman Vision 2030.

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