Ajman Tourism, Culture and Media Authority (ADTCM) has signed a strategic agreement with Germany-based Vtours. The aim is to strengthen Ajman’s promotion in Germany, expand international partnerships to support sustainable tourism growth and further strengthen Ajman’s position as a competitive destination in the European market.
The agreement was signed virtually, with ADTCM Director-General Mahmoud Al-Hashmi signing from the ministry’s headquarters in Ajman, and Vtours CEO Sabine Jourdan Grave signing from Berlin while participating in ITB Berlin, one of the world’s leading travel trade fairs. The signing took place in the presence of representatives of the ministry’s offices who attended the exhibition.
The agreement coincides with the establishment of the Ministry’s representative office at ITB Berlin and reflects the Ministry’s commitment to building high-impact partnerships with the world’s leading tourism and travel companies, while strengthening its international presence and leveraging key international platforms to create new avenues of cooperation to support Ajman’s tourism sector.
The agreement aims to develop a joint marketing program to promote Ajman in the German market, strengthen the emirate’s inclusion in Vtours’ travel packages and product offerings, and implement targeted marketing campaigns based on detailed insights into German travellers’ preferences.
In addition to exchanging data and expertise on travel trends and visitor behavior, this also includes organizing specialized workshops and conferences with travel agents and tour operators, thereby increasing the effectiveness of promotional activities and strengthening Ajman’s competitiveness in the European market.
Additionally, the agreement covers the planning of high-profile trips for media representatives, content creators and tourism stakeholders, highlighting Ajman’s cultural, natural and tourism assets, further positioning the emirate as an inclusive destination that blends authenticity with modernity and caters to diverse visitor segments.
Al-Hashmi said the agreement reflects the ministry’s strategic direction towards expanding the European market base and strengthening the emirate’s presence in high-value goods markets.
He pointed out that Germany represents one of the world’s leading outbound tourism markets, characterized by travelers seeking quality, diversity and authentic cultural experiences.
He further emphasized that the Ministry operates under an integrated vision focused on building sustainable institutional partnerships that support balanced tourism growth in line with broader development goals and strengthen the sector’s contribution to the emirate’s GDP, while strengthening Ajman’s position on the regional and international tourism map.
Mr. Jordan-Grave asserted that the cooperation with ADTCM will open new horizons for the expansion of tourism services tailored to tourists from Germany. She highlighted the emirate’s diverse tourism assets and unique experiences that are in line with travelers’ aspirations for destinations that combine relaxation, culture and leisure activities.
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