The Ajman Department of Tourism, Culture, and Media (ADTCM) has signed a cooperation agreement with Germany-based tour operator Vtours to strengthen the promotion of the emirate in the German market and expand international partnerships supporting sustainable tourism growth.
The partnership forms part of ADTCM’s broader strategy to strengthen its presence in key international markets and build high-impact collaborations with global tourism companies.
The agreement was signed virtually by HE Mahmood Khaleel Alhashmi, Director-General of ADTCM, from the department’s headquarters in Ajman, while Sabine Jordan-Glaab, Chief Executive Officer of Vtours, signed from Berlin during her participation in the travel trade exhibition ITB Berlin.
Under the agreement, both parties will collaborate on joint marketing programs designed to promote Ajman across Germany.
The initiative includes expanding the emirate’s presence within Vtours’ travel packages and tourism product offerings, as well as implementing targeted marketing campaigns informed by insights into German traveler preferences and travel behavior.
The cooperation will also involve organizing professional workshops and networking meetings with travel agents and tour operators in Germany to further enhance awareness of Ajman’s tourism offerings.
Additionally, both sides will exchange data and expertise related to travel trends and visitor patterns to improve the effectiveness of marketing strategies and strengthen the emirate’s appeal in European markets.
As part of the partnership, familiarization trips will also be arranged for international media representatives, digital content creators, and tourism professionals.
These visits will showcase Ajman’s cultural heritage, natural attractions, and hospitality offerings, positioning the emirate as a destination that combines authentic cultural experiences with modern leisure facilities.
HE Mahmood Khaleel Alhashmi Director-General ADTCM
“This partnership reflects our strategic direction to expand Ajman’s presence in the European market and strengthen the emirate’s position in high-value tourism segments. Germany remains one of the world’s leading outbound tourism markets, with travelers increasingly seeking destinations that offer quality experiences, cultural diversity, and authenticity. At ADTCM, we are committed to building sustainable institutional partnerships that support balanced tourism growth and enhance the sector’s contribution to Ajman’s economic development.”
Jordan-Glaab highlighted that the collaboration with ADTCM opens new opportunities to develop travel products tailored specifically to German travelers. She noted that Ajman offers a distinctive mix of cultural heritage, relaxation, and leisure experiences that align well with the expectations of European visitors.
