• LEISURE TRAVEL
Ajman’s next chapter: Local roots, global reach
Masfout is gaining growing recognition as a mountain tourism hub
A jman has long held a distinctive place within the UAE: compact in scale, rich in character and with a daily rhythm that feels markedly different from its neighbours. Over the past year, that identity has gained a sharper institutional focus. Since the establish- ment of the Ajman Department of Tourism, Culture and Media in November 2025, the emirate has adopted a more integrated model for destination development, storytelling and cul- tural promotion. The department showcases a broader shift in how Ajman develops, promotes and tells its story by bringing tourism, culture and media under a single framework, reflecting a shift in how Ajman wants to be experienced and understood. More than an administrative change, it is a strategic move to align policy, promotion and place-making, ensuring that Ajman’s evolution remains cohesive, authentic and future-focused. “This is about operating
INTEGRATION AS A COMPETITIVE ADVANTAGE In an increasingly crowded tourism landscape, as destinations compete to offer more meaningful and connected visitor experiences, Ajman's integrated approach is becoming a clear advantage. Tourism experiences do not exist in isolation; they are shaped through cultural programming, heritage protection, public spaces, media narratives and the regulatory frameworks behind them. Converging tourism, culture and media together enables the emirate to shape every stage of the visitor journey through a coordinated vision. By bringing these elements together, Ajman is streamlining decision-making and accelerating collaboration across sectors that directly influence the visitor journey. This approach supports consistency in branding, messaging and experience, while enabling the emirate to respond more quickly to global travel trends without compromising its character. “Tourism today is about meaning,
Less than a year after the Ajman Department of Tourism, Culture and Media was established, Director General, His Excellency Mahmood Khaleel Alhashmi , explains how integrated leadership, cultural confidence and targeted international outreach are strengthening Ajman’s position on the UAE tourism map
with one vision and one voice,” explains H.E. Mahmood Khaleel Alhashmi, the department’s Director General. “By integrating tourism, culture and media, we are strengthening the way Ajman presents itself to the world, while ensuring that development remains rooted in our identity and values.”
not just movement,” Alhashmi explains. “Visitors want to understand where they are, what makes it special and how they connect with it. Integration enables us to deliver that experience in a more intentional and coherent way.”
H.E Mahmood Khaleel Alhashmi
60 | ATM YEARBOOK 2026
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