Tourism, culture, and influencer-driven promotion were among the topics discussed with the German Consulate.
Ajman is seeking to attract more visitors from Germany and strengthen cultural ties with Europe following high-level discussions between senior emirate officials, representatives of the German government, and members of the business community to explore new areas of cooperation.
Mahmood Khaleel Alhashmi hosted Sybille Pfaff along with representatives from the German Cultural Attaché and the German Emirati Joint Council for Industry & Commerce.
The talks focused on expanding collaboration in tourism marketing, cultural exchange, and the organisation of artistic events, as Ajman works to raise its profile among European travellers.
The department also outlined plans to promote the emirate in the German market through targeted campaigns and partnerships, while exploring joint initiatives aimed at supporting tourism growth and strengthening Ajman’s appeal as an emerging destination for European visitors.
The department presented a range of tourism programmes, exhibitions, and cultural events that reflect the heritage and identity of Ajman. Officials also emphasised the role of its international representative office, which engages directly with tourism agencies and travel organisers across key European markets.
Ajman has identified Germany as one of its top five international tourism source markets, with its strategy based on research showing that German travellers are increasingly seeking destinations that combine cultural authenticity with modern tourism infrastructure—areas where the emirate believes it holds a competitive advantage.
Mahmood Khaleel Alhashmi said the emirate is keen to build a long-term partnership with German stakeholders that would translate into practical initiatives and stronger tourism links.
He added that the emirate’s tourism and cultural assets position it as a strong candidate to become a preferred destination for German tourists, and reaffirmed commitment to turning the discussions into actionable steps that enhance Ajman’s presence in the European market.
Sybille Pfaff praised the tourism and cultural offerings of Ajman, saying the emirate has strong potential to appeal to European travellers.
She noted that UAE–German relations have deep historical roots in both economic and cultural spheres, adding that the meeting represents an opportunity to add a meaningful tourism dimension to this relationship.
She also highlighted that Ajman’s blend of cultural heritage and openness makes it a compelling destination for European visitors.
Beyond tourism, both sides discussed potential cultural and artistic cooperation, including initiatives to promote dialogue between Arab and European cultures. They also explored the growing influence of digital creators and influencers in shaping travel decisions, considering how such platforms could be integrated into future promotional campaigns targeting European markets.
The visit comes as the tourism sector in Ajman continues to register strong growth, supported by government-led development initiatives and ongoing efforts to diversify its visitor base.
