Ajman well positioned to be the next MICE destination
The Ajman Department of Tourism Development (ADTD) aims to promote touristic attractions across the Emirate and shed light on the unique elements that Ajman offers as one of the leading travel destinations in the UAE. Ajman is also fortunate to have a diverse range of venues and destinations, many of which serve as MICE tourist support attractions, offering a diverse range of activities, whether heritage, culture, or adventure. Khadija Mohammed Turki, Acting Director-General, ADTD, discusses MICE tourism in the Emirate.
Ajman closed the year 2021 on a very positive note on all its major KPIs, exceeding its expectations and outperforming not only 2020 figures but also 2019 (pre-pandemic) ones. The different market segments, including MICE, have contributed to this success and Q1 2022 is also showing the same positive trend.
Currently, MICE is the least growing out of all market segments in Ajman, but ADTD works closely with its strategic partners to attract more MICE business into the emirate. Meanwhile, during the past few months, they noticed the growing demand for medium size groups and destination weddings to Ajman.
Sharing some of the destination’s strong points, Khadija says, “The location of Ajman among its neighboring Emirates sets it right in the middle. The proximity to major airports allows easy access to Ajman from the different airports all over the country (for example, Dubai and Sharjah airports). In addition, the advanced infrastructure and technology services provided by the Ajman Government facilitate and enhance all tourism-related operations to improve the overall experience for tourists and visitors whether from inside or outside the UAE.”
The heritage and culture-focused Heritage District, including the Ajman Museum and Al Manama Museum, is one of several places of interest, attractions
and experiences that can be clubbed with a MICE event in Ajman.
“Not to forget the massive attention we give to the sports activities and we have world-class facilities in Ajman, like Al Zorah Golf Club, and also for kayaking, cycling and mountain biking, and of course water sports as we have some of the world’s most beautiful beaches. I’d also like to highlight the bespoke spas and health clubs, the high-end shopping malls, and the exquisite dining experience, as we are keen to offer Ajman’s visitors a time to remember,”
reminds Khadija.
Ajman Tourism has been providing easy procedures to execute many exhibitions and events, easy access for tourists from all over the world, innovative solutions for investors in the tourism sector, and ensuring that all facilities adopt covid-related protocols that guarantee the safety of both employees and visitors in the emirate. They are well-prepared to capture all the upcoming demand and their strategies set for this year already reflect their intention to attract more visitors.
The India market has always been the main source market for tourism in Ajman. With India, one of the priority markets for Ajman, post the pandemic, they are chalking out ways to establish and expand their presence in India with their country representative.
Indians represented around 12 per cent of the total number of visitors to Ajman in 2021 and has been significantly growing year over year which eventually manifested in an increase in the number of visitors in 2021 by 55 per cent compared to 2019 and by 26 per cent compared to 2020. “According to this indication, we expect the MICE business segment to grow in harmony with this overall growth. To enhance the Indian market growth, we have established a strategic partnership and signed an MOU with a highly reputed professional marketing company in 2022 to promote the tourism and culture of Ajman in India and increase the destination visitors through different marketing and commercial activities,” shares Khadija.
As per their leadership’s directions, they are now studying the MICE market and how Ajman can enhance its presence there and they are performing all required studies to invest, develop, and attract this huge segment into the Emirate to become one of the most attractive MICE destinations in the region.
On a final note, Khadija says, “Ajman boasts an array of touristic features and destinations that are convenient for many travel groups. We are able to confidently target all types of tourists according to their needs and meet their expectations, whether they are seeking business, leisure, or entertainment.”