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Home / Our Work / Case Studies / Trade & Media Engagement for Ajman Tourism @ ITB Berlin 2023
ITB Berlin 2023 offered a strategic opportunity for the Ajman Department of Tourism Development to reintroduce the emirate to key players in the German-speaking travel market. With the goal of building product distribution, strengthening media ties, and expanding visibility in Germany, Switzerland, and Austria, Ajman appointed New Age Marketing to coordinate all trade and media engagement from the DACH region — ensuring a targeted and high-impact presence throughout the three-day event.
Clients: Ajman Department of Tourism Development
Markets: Germany, Switzerland, Austria
Services: Travel Trade Representation, Trade & Media Appointment Coordination, PR & Media Relations
Ajman Tourism sought to grow its presence in the German-speaking market but faced limited awareness and distribution compared to more established UAE destinations. With ITB Berlin returning in full force post-pandemic, the challenge was to position Ajman as a boutique, culturally rich alternative — one worthy of attention from both product decision-makers and influential travel journalists. Time was limited, competition was high, and only a carefully curated engagement strategy would cut through.
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 three days, 28 pre-qualified meetings took place at a dedicated stand used exclusively for DACH-region engagements. Participants included key decision-makers from across the travel trade — such as DER Touristik, FTI Touristik, Secret Escapes, and Kayak — as well as leading travel journalists from both trade and consumer outlets. Discussions focused on product expansion, co-marketing, and FAM trip opportunities. Media outreach led to a video interview with TRVLCOUNTER and editorial features in LuxusInsider and TRVLCOUNTER Weekly.
