Creates brand identity and website to push numbers
Steena Joy – Ajman
The smallest emirate in the United Arab Emirates (UAE), Ajman, saw a surge in the number of tourists in the first quarter of this year. Speaking at the annual Global Meeting Exchange (GME) of FRHI Hotels & Resorts in Fairmont Ajman, H E Faisal Al Nuaimi, general manager, Ajman Tourism Development Department (ATDD), said, “The emirate saw a 20 per cent increase in visitor arrivals in the first quarter of 2016, generating tourism revenues of AED 108 million, up from AED 90 million in the corresponding period a year ago.”
Ajman welcomed 142,404 visitors from January to March as compared to 120,000 tourists in the same period last year. Domestic tourism within the UAE remained the primary source market for Ajman hotels with 34,334 guests, followed by 28,228 guests from Asian and African countries, covering a total of 60,190 guest nights. The number of guests from Europe for the first three months reached 13,129, but delivered 56,585 guest nights. Guests from the GCC countries and other Arab nations also contributed to the growth, with total guest numbers of 26,315 and 23,885, respectively.
FRHI Hotels sees India as dynamic market
FRHI Hotels & Resorts which owns the Raffles, Fairmont and Swissotel brands views India as an important market for the group. Speaking at the GME in Fairmont Ajman, Bastien Blanc, vice president, sales & marketing, Middle East, Africa and India, said, “India is an important market for us and it is a dynamic one. We already have Fairmont Jaipur and Swissotel Kolkata. The Fairmont Jaipur is attracting a lot of MICE groups and weddings. These hotels also act as a feeder market for the rest of the region.”
Jennifer Fox, president, international FRHI Hotels & Resorts and president, Fairmont Brand, opened the GME 2016 saying, “We are really focused on luxury and upper upscale. For the future roadmap, FRHI will be focusing on three target segments – Aspiring Aristocrats, Cultural Connoisseurs and Occasion- based Luxury Travellers. These are the three affluent global tribes.”
Nuaimi added, “The ATDD was established to promote the emirate of Ajman as a safe family, business and leisure destination. We have developed a strategic plan to promote tourism in Ajman by participating in local, regional and international exhibitions, conferences and promotional campaigns. At these shows, we have seen remarkable interest from the industry when we presented to them what is available in Ajman in terms of attractions, accommodations and activities. We have also created a new brand identity for Ajman with the tagline ‘Sincerely Emirati,’ which embodies the true spirit of Emirati hospitality.”
ATDD has also developed a website (www.ajman.travel) as a comprehensive, one-stop gateway for promoting tourism in the emirate. Ajman is popular as a weekend getaway and is known as a beach destination.
Apart from Fairmont Ajman, other five-star properties in the emirate include Ajman Saray A Luxury Collection Resort, The Ajman Palace Hotel and Kempinski Hotel Ajman.