ATM 2025: Twin UAE resorts go global under an eco-champion
New Baltic, Balkan and Western Europe deals signed as Iftikhar Hamdani leads green hospitality charge
DUBAI: Two of the UAE’s most captivating coastal retreats – Bahi Ajman Palace Resort and Coral Beach Resort Sharjah – turned heads at Dubai’s Arabian Travel Market (ATM) 2025, announcing a series of international travel contracts.
At the heart of this transformation is Iftikhar Hamdani, Area General Manager, a figure widely recognised for redefining hospitality in the region, whose dynamic leadership continues to propel the resorts onto the global tourism stage. This year, he elevated the profile of the Northern Emirates at ATM with strategic partnerships that open doors to Baltic, Balkan, and Western European markets, while reinforcing his stronghold on environmental leadership in the hospitality sector.
Representing both properties at ATM, Hamdani commanded attention with a clear message: the Northern Emirates are not just holiday destinations – they are pioneering models of responsible, world-class hospitality. With stunning beachfront locations, family-friendly luxury, and full-fledged leisure and dining experiences, these two resorts emerged as stars at one of the most influential travel and tourism exhibitions in the world. And this year’s ATM wasn’t just about showcasing – it was about signing, strategising, and setting up for a blockbuster summer season.
ATM 2025 deals
Speaking from the bustling show floor of ATM, Hamdani described the 2025 edition as a turning point: “I’ve been attending Arabian Travel Market for two decades – and this is by far the best edition yet. We’re seeing over 2,800 exhibitors and 55,000 visitors daily. The energy is phenomenal.”
Traditionally reliant on CIS and Russian markets, the resorts used this edition of ATM to successfully diversify into newer, high-value territories. By securing agreements with travel partners from the Baltics, Balkans, and Western Europe, the resorts are now poised to tap into traveller segments looking for off-the-beaten-path luxury with a sustainable edge.
“Our offerings – beachfront tranquillity, family-friendly hospitality, and now a deeply green philosophy – align perfectly with these new markets,” Hamdani added.
With occupancy rates already at 65 percent for May, the timing of these new deals couldn’t be better. The wave of bookings that followed ATM is a clear sign that Hamdani’s strategy is delivering tangible results.
But as Hamdani pointed out, the success of ATM has now outgrown its venue: “ATM is bigger than ITB and WTM now. It belongs at Dubai Expo – it needs a bigger stage for what it’s become.”
Held from 28 April to 1 May, the 32nd edition of Arabian Travel Market broke all previous records with more than 55,000 visitors from 166 countries. Under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” the event spotlighted innovation and sustainability – two pillars that define Hamdani’s approach.
While global hotel giants dominated the floor, it was Hamdani’s bold vision and eco-driven strategy that truly set Bahi Ajman Palace and Coral Beach Resort Sharjah apart – positioning them as trailblazers in the region’s sustainable tourism evolution.
Green hospitality with a purpose
Nonetheless, sustainability isn’t a buzzword for Hamdani – it’s embedded into every facet of the guest experience. Under his leadership, both resorts have introduced advanced Corporate Social Responsibility (CSR) initiatives that tackle environmental impact head-on.
In 2025, onsite water bottling plants were installed at Bahi Ajman Palace Hotel and Coral Beach Resort Sharjah, drastically reducing single-use plastic consumption. Though each resort adopted a different bottling method, the end result was the same: purified water served in reusable glass bottles, offering guests a premium, eco-friendly alternative.
Coral Beach Resort Sharjah took another leap forward with the introduction of a high-efficiency composting machine. The machine processes food and organic waste generated by the kitchen and restaurants, converting it into nutrient-rich compost used for landscaping and gardening on the property. This “waste-to-worth” initiative not only supports a zero-waste kitchen operation but also sets a precedent for sustainable food management in the region.
Meanwhile, at Bahi Ajman Palace Hotel, innovation reached new heights through a strategic partnership with AirOWater. The hotel installed Atmospheric Water Generators (AWGs) – devices that literally pull moisture from the air and convert it into clean, drinkable water. These AWGs generate a staggering 365,000 litres of water annually, fully eliminating the need for plastic bottled water.
The environmental impact is significant. These technologies contribute to a reduction of 33.58 metric tonnes of CO₂ emissions every year, advancing the UAE’s national objectives to achieve net-zero emissions. According to Hamdani, “These are not just environmental gestures – they are operational game changers that reflect our commitment to a greener hospitality model.”
Together, Iftikhar Hamdani and his twin resorts are not just shaping travel trends – they’re setting the gold standard for sustainable luxury in the UAE and beyond.