 - Solimar International consultant Kevin Nicholas leads a presentation on the Aqaba Tourism Marketing Strategy 2010-2015 for the Aqaba Special Economic Zone Authority (ASEZA). Credit: Reem Kattan of JTDII. - |
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| While Jordan is seen as an island of peace and stability in the Middle East, it has not achieved its full tourism potential, ranking only 53 out of 130 countries on the 2008 World Economic Forum’s Travel and Tourism Competitiveness Index. Tourism is a key driver of Jordan’s economy; it is the largest employer and the highest generator of foreign exchange. Despite this, tourism is still a high-risk venture in Jordan as it lags in comparison to other countries. |
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| The potential for economic and social development stemming from tourism is high, particularly because Jordan has such stunning natural landscape, world-class historic and religious sites, and a fascinating cultural heritage. In order to grow and reap greater benefits from tourism, government and private sector investments must be made in a carefully planned way and Jordan must ensure that tourism development includes quality products and is developed in a responsible manner. |
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JTDII aims to promote Jordan’s competitiveness as an international tourism destination by establishing the proper institutional and regulatory framework that enables a private sector-driven approach that spurs tourism growth while preserving the nation’s historic and natural treasures. Solimar International is contributing to the achievement of the project’s objectives by leading Internet marketing activities and contributing to human resource development and tourism product development. Specifically, Solimar’s role includes:
• Identifying market-based tourism investment opportunities and creative financing sources to leverage private investment • Identifying effective marketing channels and approaches to increase Jordan’s international market penetration • Provide targeted technical assistance to improve the marketing capability of key stakeholders • Reform university and college level tourism and hospitality programs and curriculum |
EXPECTED OUTCOMES• The project is committed to helping Jordan rise 23 points in the World Economic Forum’s Travel and Tourism Competitiveness Index by JTD II conclusion. • Institutional and Regulatory Reform - Ensure institutions and policies are in place that will facilitate the implementation of the National Tourism Strategy. • Improving the Tourist Experience - Establish sustainable tourism projects involving private-sector resources and participation by local communities and NGOs, in order to create replicable models to serve as examples of sustainability and best practice. •Strengthening Tourism Marketing – Strengthen the institutions mandated with marketing Jordan in the international arena through effective strategic marketing campaigns. • Building Human Resources - Build the capacity and capability of human resources at entry levels across all the major sectors of the tourism industry, as well as the development of professional standards and skills of those employed in the industry. • Increased Tourism Awareness - Enhance public and policy maker awareness of the economic and social importance of the tourism sector. Inform and educate the public, highlighting the importance of tourism as Jordan’s largest industry, and the one with the greatest potential for growth. • Environmental Sensitivity – Improve environmental management systems in the sector to reduce waste and conserve on resource utilization. • Gender Integration – Increase the participation of women in the tourism sector. |
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