The agreement was signed virtually, with Mahmood Khaleel Alhashmi, Director-General of ADTCM, signing from the Department’s headquarters in Ajman, while Sabine Jordan-Glaab, Chief Executive Officer of Vtours, signed from Berlin during her participation in ITB Berlin. Representatives from the Department’s office attending the exhibition were also present during the signing.
The cooperation coincides with the presence of the Department’s representative office at ITB Berlin and reflects its strategy to strengthen international engagement and build partnerships with global travel companies.
Under the agreement, the two organisations will develop joint marketing programmes designed to promote Ajman in the German travel market. The cooperation also includes expanding the emirate’s presence within Vtours’ travel packages and tourism products.
The partnership will involve targeted marketing campaigns based on data analysis and insights into German traveller preferences. The agreement also includes the organisation of professional workshops and meetings with travel agents and tour operators, as well as the exchange of tourism market data and expertise related to travel trends and visitor behaviour.
Additional activities under the agreement include familiarisation trips for media representatives, content creators and tourism industry stakeholders. These visits aim to showcase Ajman’s cultural, natural and tourism assets to international audiences.
Mahmood Khaleel Alhashmi stated that the agreement reflects the Department’s strategy to expand its presence in European markets and strengthen Ajman’s positioning in high-value source markets. He noted that Germany remains one of the world’s leading outbound tourism markets, characterised by travellers seeking diverse and authentic travel experiences.
Alhashmi also highlighted that the Department’s approach focuses on developing long-term institutional partnerships that support sustainable tourism growth and enhance the sector’s contribution to the emirate’s economy.
Sabine Jordan-Glaab stated that the cooperation with ADTCM will expand tourism offerings tailored to travellers from Germany. She noted that Ajman offers a variety of tourism experiences aligned with the preferences of visitors seeking destinations combining leisure, culture and relaxation.
The agreement forms part of ADTCM’s broader strategy to expand its international tourism network and strengthen partnerships with travel and tourism companies, supporting the emirate’s positioning as a competitive destination in global markets.
Tags: Sabine Jordan-Glaab, Vtours, Mahmood Khaleel Alhashmi Ajman Department of Tourism, Culture and Media (ADTCM)
