The UAE’s Ajman has discussed tourism and cultural cooperation with Germany’s consulate in Dubai, as the emirate works to make Germany one of its five leading source markets, the Ajman Department of Tourism, Culture and Media said on June 17.
The talks point to Ajman’s effort to raise its profile in European markets and diversify beyond its regional visitor base, positioning the smallest of the seven emirates as an emerging destination alongside larger neighbours Dubai and Abu Dhabi.
Mahmood Khaleel Alhashmi, director general of the department, received Sybille Pfaff, German consul general in Dubai and the Northern Emirates, and a delegation including representatives of the German cultural attaché and the German Emirati Joint Council for Industry and Commerce (AHK).
The department presented promotion plans targeting the German market and its efforts to attract German visitors, alongside cooperation opportunities in tourism marketing and the organisation of cultural and artistic events.
“We look forward to building a genuine partnership with the German side that goes beyond traditional cooperation, reaching joint initiatives with tangible impact,” said Alhashmi. “The Emirate of Ajman possesses unique tourism and cultural assets that deserve to make it a preferred destination for German tourists.”
The strategy aims to place Germany among Ajman’s five leading international source markets, based on data indicating that German travellers favour destinations combining cultural authenticity with integrated tourism infrastructure.
“UAE-German relations enjoy deep historical roots on both the economic and cultural levels, and we see this meeting as a genuine opportunity to add a distinctive tourism dimension to this relationship,” Pfaff said.
The talks also covered the role of digital influencers and content creators in shaping the destination’s image among the German public, and the possibility of using these platforms within a promotional strategy targeting European markets.