LEAVING a disappointing 2011 behind, the Jordan’s tourism sector is looking to rebound in 2012 and resume to play a key role in supporting the economy. The sector’s revenues dropped by 16.5 per cent in the first 11 months of 2011, with its gross income reaching JD1.9 billion ($2.6 billion). Recent revelations by Kingdom’s Minister of Tourism indicate that the sector received around JD190 million ($268 million) in foreign financing between 1995 and 2011, which he said played an important role in boosting and rehabilitating numerous tourism sites, noting that the ministry intends to improve services at these sites to encourage domestic tourism.
Moreover, the unstable financial situation in Europe also affected tourism in Jordan, which has been hosting increasing numbers of European tourists over the past few years. In spite of that, in his last statement to the press, Jordan’s ministers stressed that the tourism industry will continue to be among the most important sectors in enhancing the local economy in the future.
Jordan is now looking into examining plans and new programmes that will contribute to boosting the sector. Maysa Zureikat speaks to the Jordan Tourism Board’s (JTB) acting managing director Dr. Abed Al Razzaq I. Arabiyat for an overview of the board’s marketing plans for 2012.
 |
What are the reasons behind decline in last year’s tourism revenues? And what were, if any, the positive indicators?
The regional political circumstances were a major reason for the decline in tourist numbers to Jordan in 2011. A big part of it was that many travellers book joint tours to Jordan with neighbouring countries, so they largely cancelled their entire trips rather than travelling to Jordan alone. Moreover, the continued effects of the global economic downturn were another factor for the decline in numbers. As for indicators, there was a big decline in package tours, about 35 per cent overall, and a decrease of 40 per cent in visitors to Petra overall in comparison with 2010.
In summary, what does the 2012 strategy set by JTB to promote Jordan entail?
The new strategy set forth four goals: to expand the distribution channels of the Jordan tourism product; to enhance and develop the promotion tools for the product; to strengthen JTB’s relationship with stakeholders locally and abroad; and to develop the institutional performance of JTB. Based on these goals, strategic objectives were established, including plans to conduct marketing activities in new emerging markets; to increase focus on promoting medical, wellness, religious, and educational tourism, in addition to the main six experiences; to work on charter flights from promising potential markets; and working on a joint effort with the Dubai tourism sector to target long-haul destinations such as Australia and Brazil, among others. Moreover, our online presence will be solidified and enhanced, and we will work on a unified Jordanian tourism identity that will represent the entire sector, and which will be applied to our redesigned promotional material.
What does the 2012 strategy aim to achieve?
First and foremost, we always aim to increase awareness of Jordan as a stand-alone travel destination. We also hope to increase media coverage of Jordan, and to add Jordan on tour operators’ programmes in specific markets. We would also aim to help the sector rework their Jordan itineraries, to move away from the traditional classic tour and toward a programme that is designed to meet the tourist’s needs. Other aims are to link local tour operators with international ones, and to increase the number of travellers that come to Jordan for specific segments such as medical and religious tourism, in addition to the other segments of the tourism product. Also, we aim to push for more online engagement and enhance our already strong online presence.
And how does it differ from that of 2011?
The 2012 strategy is more detailed, with more specific targets for segments in each market. A strategic objective for each goal is reflected on the marketing plan for each market, and on the action plans for all JTB departments.
So, what should tourists expect to experience for 2012?
This year is a big one for Jordan! Petra is celebrating its 200th anniversary since its rediscovery, with many activities to celebrate this momentous occasion planned throughout the year. Furthermore, the revived Jerash Festival will take place in the summer, with performers coming in from all over the world, as well as the continuation of the Citadel Nights and the Dead Sea nights that started in 2011.