WITH A DIVERSE OFFERING THAT PLACES A STRONG EMPHASIS ON CULTURE, THIS COULD VERY WELL BE ACHIEVED.
In line with the UAE’s commitment to maintaining the country’s traditional roots while achieving significant economic and social development, Ajman Tourism Development Department (ATDD) strives to ensure that visitors experience authentic Arabian hospitality.
According to ATDD, cultural tourism plays a crucial role in fuelling this growth with both residents as well as foreign visitors expressing a strong interest in learning more about the UAE’s past, present and future ambitions.
“Because tourists want to know more about Arabic culture, they want to meet local people, understand the dress, the food, go on desert safaris, ride camels and purchase handmade gifts,” explained H.E. Faisal Al Nuaimi, general manager, ATDD.
Speaking about the tourism organisation’s ambitions, Al Nuaimi revealed, “We will continue to support our feeder market which is the GCC, and will tap into potential international markets such as India which will make up 30 percent of the UAE’s population.”
In the first half of the year, the emirate received 272,021 visitors compared to 237,549 in the same period in 2015 and in order to further boost figures, ATDD puts strong emphasis on the visiting friends and relatives segment with middle-income families increasingly travelling to the UAE, staying in value for money accommodation establishments and seeking interesting attractions.
“Our brand positioning is Sincerely Emirati, which highlights the exceptional hospitality of the people of Ajman,” explained Al Nuaimi.
Acknowledging the importance of authenticity, hoteliers fully support the destination’s cultural focus.
“For travellers keen on understanding the rich heritage of the emirate, Ajman Museum is definitely a must-visit, and therefore Ajman has recently introduced a sightseeing bus, offering a complete show-around of the emirate […],” commented Kai Schukowksi, general manager, Kempinski Hotel Ajman.
Adding to this, Ajman boasts some of the best beaches in the UAE, according to Ferghal Purcell, general manager, The Ajman Palace Hotel. Moreover, as he said, a plethora of other activities await visitors.
“One being to discover Ajman’s sporting attractions,” suggested Purcell, encouraging travellers to explore the rugged landscape of the Hajar Mountains in Masfout.
“From modern malls to authentic souks, Ajman also has plenty of shopping opportunities to enjoy,” stressed Purcell.
A rapid economic development over the past 40 years has changed the UAE’s lifestyle. However, according to Al Nuaimi, the country’s rulers are committed to safeguarding and preserving heritage, and in line with this strategy, ATDD endorses projects that attract people interested in culture and traditions.
“Ajman has got tremendous potential and a great heritage to build on, as well as a very local appeal,” noted Purcell.
“Some of the challenges in drawing tourists to Ajman include the lack of global awareness about the destination, a need for greater family and entertainment attractions, a strong annual calendar of cultural and business events and direct connectivity with feeder markets, [among others].”
According to Schukowksi, although Ajman is not as vastly developed as Abu Dhabi or Dubai, the emirate is capitalising on its own strength to promote its rich heritage and create awareness of the destination.
“Ajman is rapidly working towards a new restaurant concept, located next to the Ajman marina waterfront area, which will eventually become the second Jumeirah Beach Residence The Walk, with a cultural souq, hosting a lot of events […],” explained Schukowksi.
ATDD’s first and foremost target is the Arab countries, including the UAE’s new generation, thus, the organisation aims to connect them with the country’s past. As Al Nuaimi noted, the upcoming Expo 2020 in Dubai will provide an excellent opportunity to lure more visitors seeking cultural activities.
“Ajman offers a unique tourism experience with its peaceful and quiet location overlooking the Arabian Gulf. It combines both ancient heritage and a rich history and culture as well as a modern appeal that is emerging, owing to the development taking shape in the emirate,” stated Purcell.
Schukowksi concluded, “Whilst remaining the smallest of the emirates, Ajman has a bright future ahead, and with the recent additions of new projects, international hotels, as well as the planning of malls, a water park and marina, the vision, direction and way forward for Ajman towards 2021 is clear.”
