Ajman's tourism authority is courting the European business events market through its participation in IMEX Frankfurt 2026, one of the largest global trade shows for the meetings, incentives, conferences and exhibitions sector, Emerging Travel reported on May 17.

The UAE has prioritised tourism as a pillar of economic diversification away from hydrocarbons, with the individual emirates increasingly running their own destination marketing and source market strategies alongside the federal push. Ajman, the smallest of the seven emirates that make up the United Arab Emirates, has sought to carve out a distinct position within the federation's tourism market by leaning on its beaches, luxury resort stock and a quieter, lower-cost proposition relative to neighbouring Dubai and Sharjah.

The exhibition runs in the German city from May 17 to 22. The Ajman Department of Tourism, Culture and Media said the participation formed part of a strategic plan to lift the emirate's international profile across business and leisure tourism while attracting investment and partnerships from European and global markets, in line with the economic diversification goals of Ajman Vision 2030.

Ajman's delegation brings together government and private sector entities, including Ajman Chamber, Ajman Saray, Al Zorah Beach Resort, Bahi Ajman Palace Hotel, Dusit Ajman Resort & Villas, Fairmont Ajman, Rida International Travel & Tourism and Wyndham Hotels & Resorts.

Mahmood Khaleel Al Hashmi, director general of the Ajman Department of Tourism, Culture and Media, said European markets, and the German market in particular, were among the promising source markets gaining importance in the emirate's promotional plans.

"Our participation in this global event comes as part of our ongoing efforts to showcase Ajman's tourism product and highlight the emirate's advanced infrastructure, world-class hospitality facilities and integrated tourism experiences that cater to the aspirations of various visitor segments. We also seek to strengthen cooperation with international partners and attract more visitors and tourism investments," Al Hashmi said.

The director general said the presence of hospitality and tourism partners at the show reflected the strength of public-private collaboration in supporting sector growth and lifting the emirate's competitiveness regionally and internationally.