Masfout Tourism Gains Global Recognition As Youth-led Initiatives Drive Award-winning Village

Masfout village in Ajman is gaining strong attention from global travellers and investors. The mountain destination recently won the "Best Tourism Village in the World 2025" award from UN Tourism, after competing with 270 villages from 65 countries. This recognition strengthens the UAE’s tourism profile and highlights Masfout’s role as a key rural escape for nature lovers, families, and business stakeholders seeking new opportunities.

Over recent years, Masfout has shifted from a quiet rural area into one of the UAE’s active tourism and economic locations. The village draws tourists, investors, and business leaders from within the Emirates and overseas. Visitors are attracted by its cool climate, dramatic mountains, and relaxed atmosphere, while investors see growing demand for modern facilities, organised activities, and nature-based accommodation.

Ajman’s Department of Economic Development focuses on turning Masfout into an attractive destination for long-term investment. The department works on diversifying investment channels and building a business-friendly setting. This includes advanced infrastructure, access to professional expertise, and tailored government services. The strategy offers a framework for stable returns, especially in hospitality, outdoor leisure, food services, and support activities linked to Masfout’s tourism growth.

This investment climate is supported by the government-backed "Taziz Programme," which targets small and medium-sized enterprises owned by Emirati nationals. The programme provides services and incentives that help entrepreneurs set up or expand projects in Masfout and wider Ajman. These measures aim to increase local ownership across the tourism value chain, from campsite operations and cafes to transport, guiding services, and family-focused recreation facilities.

Masfout has also gained visibility through the "World’s Coolest Winter" campaign, held under the theme, "Our winter is entrepreneurial," which highlights the role of entrepreneurs and investors in promoting and revitalising tourism destinations. The campaign supports the UAE Tourism Strategy 2031, which seeks to build a leading global tourism identity through diversified products, sustainable investment models, and strong participation by national talent across the sector.

Several tourism initiatives led by Emirati youth are central to Masfout’s position as a nature destination. These projects introduce visitors to lesser-known valleys, mountain tracks, and historical areas around the village. They also extend average stay lengths by offering structured experiences, such as guided hikes, camp-based stays, and outdoor sports. This activity helps distribute spending among small businesses and complements larger hospitality and infrastructure plans.

One of the most visible projects is "Go Camp," a mountain camp and resort located at the summit of Jabal Burj Al Boma, offering panoramic views, high-end facilities, and hotel-style services. The project started with a group of mobile caravans overlooking farms and mountains in Masfout and Hatta. Strong visitor demand led to a permanent camp that combines fixed caravans with traditional outdoor camping areas and fully integrated hotel services.

Although launched recently, "Go Camp" now operates three camps and attracts visitors seeking quiet stays and nature-based experiences, with more expansion planned. Another notable initiative is the "Masfout Hiking Team," formed in early 2023 by Emirati adventure enthusiasts. The team organises guided mountain hikes under strict safety procedures, with medical support and full coordination with local police, hospital, and municipal authorities to manage organised group activity.

Masfout also hosts a group of retreats and leisure facilities tailored for families and individual travellers. Al Maamoura retreat and Quiet House provide upscale accommodation set in natural surroundings, while offering modern amenities, outdoor seating areas, and recreation spaces. The village further includes "Subla Camp" and premium cafes and restaurants, such as Prestige Café, for "Taziz Programme" that serve Masfout trail and support longer guest stays.

Equestrian activity forms another part of Masfout’s tourism offer. Abu Khalifa Stables provides horse-riding training and veterinary services, linking sports, leisure, and animal care. Ajman Government continues to work with investment partners through signature events, including the "Nasamat Masfout Festival," organised under the "UAE Villages Programme." The festival promotes national identity, cultural heritage, and community involvement, while drawing visitors into local markets and service providers.

The "Nasamat Masfout Festival" programme includes camping experiences, mountain hiking, family-friendly activities, outdoor cooking, and open-air cinema sessions under the night sky. The Department of Tourism, Culture and Media in Ajman also launched the first "Masfout X Challenge," a mountain duathlon race that brought 203 participants from across the UAE, aligned with the emirate’s celebration of the country’s 54th Eid Al Etihad and supporting Masfout’s profile as an outdoor sports hub.

With inputs from WAM