Bahi Ajman Palace, Coral Beach Sharjah target global leisure markets at ATM 2026 in Dubai
Triple-stand presence to connect Northern Emirates hotels with tourism trade partners
DUBAI – Bahi Ajman Palace Hotel and Coral Beach Resort Sharjah are stepping up their international business-to-business expansion at Arabian Travel Market (ATM) 2026, targeting key feeder markets and new trade partnerships.
The Northern Emirates properties are using the major travel industry event to strengthen distribution networks, secure new contracts and tap into rising international leisure demand. Their focus includes the GCC, Europe and CIS regions, with meetings aimed at tour operators and other strategic trade partners.
Global outreach
The hotels are also seeking to position Ajman and Sharjah as attractive beachfront destinations for international travellers while highlighting their approach to sustainable operations. Iftikhar Hamdani, Area General Manager for Bahi Ajman Palace Hotel and Coral Beach Resort Sharjah, said the event comes at an important time as global travel continues to rebound.
According to Hamdani, the properties are showcasing how sustainability initiatives can support commercial growth, with measures including AI-powered food-waste tracking and closed-loop biodigesters. The hotels are also highlighting the cultural attractions and beachfront settings of Ajman and Sharjah as part of their offering to international travel trade partners.
The properties are maintaining a triple-stand presence at ATM 2026 to increase accessibility for industry visitors and support destination-focused engagement. Alongside the Hospitality Management Holding (HMH) stand, representatives are engaging with visitors through the Ajman Tourism, Culture and Media Department and the Sharjah Commerce and Tourism Development Authority stands.
The strategy gives the two properties an opportunity to pursue trade agreements while connecting their hotel offerings with wider destination marketing efforts in the Northern Emirates. Discussions are centred on strengthening relationships with tour operators, expanding distribution channels and securing business from priority international markets.
Hotels portfolio
Bahi Hotels and Resorts, managed by HMH, was launched in Ajman in 2012 as the region's first alcohol-free hotel brand. The upscale five-star brand includes Bahi Ajman Palace Hotel, a private beachfront property offering accommodation, dining, leisure, spa and meeting facilities.
Coral Hotels and Resorts, also managed by HMH, was launched in 2003 as the Middle East's first dry hotel chain. The four- and five-star brand operates properties across key destinations in the Middle East and North Africa, serving leisure, family, business and long-stay travellers.
Its portfolio includes Coral Beirut Al Hamra Hotel, Coral Muscat Hotel & Apartments, Coral Al Ahsa Hotel, Coral Jubail Hotel, Coral Al Khobar Hotel, Coral Khartoum Hotel, Coral Port Sudan Hotel, Coral Dubai Deira Hotel and Coral Beach Resort Sharjah.
The properties offer a mix of accommodation, dining, leisure and business facilities, with Coral Beach Resort Sharjah strengthening the group's presence in the Northern Emirates.