A DESTINATION GAINING MOMENTUM Ajman’s rising profile is already evident. Visitor numbers are increasing, hotel performance continues to strengthen, and international awareness of the emirate is growing. This isn’t driven by scale, but by substance. Travellers are drawn to Ajman’s balance of coastline, heritage districts, protected natural environments and mountain landscapes, all accessible within a compact geography. That international profile is also being built with care. Overseas visitors now account for 52% of total arrivals, according to Alhashmi, reflecting Ajman’s gradual move beyond domestic and regional demand. The emirate is not chasing scale for its own sake, but it is becoming more deliberate in how it reaches priority markets. In Europe, the department recently signed a strategic partnership with DERTOUR Group to promote Ajman to German and wider European travellers. In July, it appointed Hunan Overseas Travel Co., Ltd. as its official representative office in China, following a promotional roadshow and meetings with tour operators, travel companies and tourism stakeholders. Together, these moves point to a more structured international strategy, while keeping Ajman’s growth measured and aligned with its identity. A significant milestone came with Masfout’s recognition as one of the World’s Best Tourism Villages 2025, placing Ajman firmly on the global map for community-led, sustainable tourism. The designation highlights the emirate’s commitment to protecting local culture and natural assets while creating meaningful economic opportunities. “Masfout reflects the values we want to project as a destination,” says Alhashmi. “It shows how tourism can support communities, preserve heritage and deliver high- quality experiences without overdevelopment.” Further strengthening Masfout's hiking offering is the recent opening of Masfout Gate, a landmark development designed to enhance
These developments reinforce Ajman’s relaxed coastal identity rather than changing it. Nature-based tourism is another pillar. Al Zorah Nature Reserve, with its mangrove ecosystems and rich biodiversity, demonstrates Ajman’s commitment to conservation-led development. Low-impact activities such as kayaking and birdwatching allow visitors to engage with the environment while safeguarding it for future generations. Inland, Masfout offers hiking, cooler climates and agricultural traditions, adding contrast and depth to Ajman’s tourism offering. Together, coast, wetlands and mountains create a destination that appeals to travellers seeking variety, authenticity and space. CULTURE AT THE CORE In Ajman, culture is central to the tourism offering. Museums, heritage districts, cultural routes and festivals are being celebrated as living assets that influence how visitors experience the emirate. Projects such as heritage paths and historic district revitalisation encourage exploration, connecting visitors with Ajman’s architectural legacy, trading history and everyday life. At the same time, investment in creative industries and cultural entrepreneurship supports emerging talent and ensures that culture continues to evolve. “Our heritage is not something we preserve behind glass,” Alhashmi notes. “It is something we live, share and build upon. Culture gives Ajman its soul, and is fundamental to our long-term tourism economy.” This culture-led approach aligns closely with Ajman Vision 2030, which places quality of life, identity and sustainability at the heart of sustainable development. MEDIA AS A STRATEGIC ENABLER In today’s digital-first environment, how a destination tells its story matters as much as the story itself. The integration of media within the
department reflects Ajman’s recognition that visibility, narrative consistency and innovation in communication are essential to global competitiveness, particularly as the emirate builds its presence in selected international source markets. Modern media frameworks are being developed to amplify Ajman’s voice across multiple platforms, supported by smart content strategies, data-driven insights and digital tools. The goal is to ensure Ajman's message reaches local and global travellers seeking meaningful, experience-led destinations through relevant and engaging content. “Media allows us to connect with audiences in more personal and engaging ways,” says Alhashmi. “It helps us tell Ajman’s story with confidence, creativity and clarity.” INNOVATION AND THE ROAD TO 2040 Aligned with ATM’s theme “Travel 2040: Driving New Frontiers Through Innovation and Technology”, Ajman’s roadmap looks beyond immediate growth to long-term resilience. Smart destination systems, real-time data, digital wayfinding and personalised visitor experiences are all part of the emirate’s forward planning. Sustainability underpins these initiatives, from climate resilience and environmental protection to mobility, accessibility and inclusive design. Technology is positioned as an enabler, improving experiences while supporting responsible growth. “Future-ready destinations are those that plan with intention,” Alhashmi says. “Innovation must serve people, culture and the environment. That balance is what will define success in the years ahead.” A UNIFIED VISION FOR THE FUTURE As Ajman looks to the future, the Ajman Department of Tourism, Culture and Media signals confidence and ambition. Unified governance is accelerating progress, aligning stakeholders and ensuring that development benefits both residents and visitors. Ajman's future is rooted in its
accessibility and appeal. Serving as both a symbolic and physical entry point to the enclave, the new gateway supports infrastructure improvements, visitor services and wayfinding, while reinforcing Masfout’s identity as a distinct destination within Ajman. TOURISM FOCUSED ON AUTHENTICITY Ajman’s tourism strategy prioritises experiences that feel genuine and grounded. Along the coast, investment continues in public beaches, the Corniche and waterfront infrastructure, enhancing accessibility and quality of life for residents and visitors alike.
identity; a destination bringing together authenticity, creativity and sustainability work in tandem in doing so, the emirate is carving out a distinctive place within the UAE’s tourism landscape and preparing for the expectations of tomorrow’s traveller. “We are building a destination that reflects who we are and where we are going,” Alhashmi concludes. “Ajman’s strength lies in its identity, and that will guide us well into the future.”
Nature-based experiences are a key pillar of Ajman’s tourism development strategy
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