Trade & Media Engagement at ITB Berlin – Ajman Tourism

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The Situation

With ITB Berlin 2023 returning at full scale post-pandemic, Ajman Tourism saw a strategic opportunity to reintroduce the Emirate of Ajman to the German-speaking market. The Ajman Department of Tourism Development appointed New Age Marketing to ensure a strong presence across Germany, Switzerland, and Austria through targeted trade and media engagement.

Clients: Ajman Department of Tourism Development

Markets: Germany, Switzerland, Austria

Services: Travel Trade Representation, Trade & Media Appointment Coordination, PR & Media Relations

The Challenge

Despite its unique cultural offering and growing appeal, Ajman lacked visibility in the competitive German-speaking market, particularly when compared to more established UAE destinations. With ITB Berlin 2023 offering a prime moment to change that, the challenge was to position the Emirate as a boutique, culturally rich alternative worthy of inclusion in tour operator portfolios and editorial coverage. With limited time and high competition, success depended on a precise and high-impact trade and media engagement strategy.

The Solution

New Age Marketing secured and coordinated all trade and media appointments from Germany, Switzerland, and Austria for Ajman’s participation at ITB Berlin 2023. Over the course of three days, 28 pre-qualified meetings were conducted at a dedicated stand reserved exclusively for DACH-region engagement. Participants included key decision-makers from leading wholesale partners, tour operators, online travel sellers (OTAs), and travel consortia, as well as prominent travel journalists representing both trade and consumer media. Discussions focused on expanding product distribution, exploring co-marketing opportunities, and planning future familiarisation trips. Media engagement included on-site interviews and editorial meetings that helped strengthen Ajman’s positioning as a culturally rich, boutique destination in the UAE

The Results

The Ajman Department of Tourism Development’s presence at ITB Berlin 2023 delivered strong outcomes across trade and media in the DACH region:

28 targeted trade and media meetings over three days
Media coverage secured in TRVLCOUNTER and LuxusInsider
Earned Media Value (EAV) generated: EUR 2,725

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