AMMAN -- Unlike ever before Ajloun has been bustling with scores of Jordanian families encouraged by the introduction of an attractive overnight promotional package tour.
More popular as a day-visit destination, Ajloun, 66 kilometres north of the capital, has attracted some 600 local visitors to its scenic attractions over the past 12 days under a promotional package subsidised by the Jordan Tourism Board (JTB).
The overnight package is priced at JD8 per person and includes three meals, a guided tour of the area and two-way transportation. Hotelier Samir Abu Keer believes "Saif Ajloun," or "Ajloun Summer," is a deal that is hard to miss.
According to Abu Keer, general manager of the two-star Qalat Al Jabal Hotel, the hotel has seen full occupancy rates throughout the week since the package was launched on July 22.
"We've been working at 100 per cent capacity since the promotion was launched and haven't had a chance to breathe since," said Abu Keer.
"The package provides a great incentive for those with a limited budget and a great opportunity for Jordanians to tour an area many are still not familiar with," he added.
The 22-room hotel the JTB has teamed up with is the only one available in Ajloun at the level required.
The hotel is classified as two-star because its under-50 rooms do not qualify it to be registered as a three-star hotel, however the amenities are considered three-star, according to Abu Keer.
Under the programme, visitors arrive in the evening and spend two hours at the Qalat Al Rabad (Ajloun Castle). Dinner is served at the hotel, which has a terrace with a panoramic view. Following breakfast the next morning, they are taken on a guided tour around the district to places such as the Ishtafaynah Forest and Tawaheen Al Hawa. Then it's lunch at Bonita Restaurant before heading back to Amman.
"This package has really turned things around for us. We had attempted our own promotional efforts earlier by offering a 50 per cent discount on our regular JD35 room rate, but this has proven more successful," Abu Keer said.
"Our hotel is already fully booked for this Thursday and Friday and for the coming two weeks," he added.
The JTB, which only recently branched out its promotional efforts within the Kingdom, placed the northern governorate on its agenda last month with a subsidised room-rate package to encourage overnight tourism there.
It follows a similar subsidised package in Petra that has helped quench the tourism drought experienced in the region for nearly three years.
According to JTB Domestic and Religious Tourism Manager Maher Qariouti, the JTB is carrying out its local promotional efforts step by step, exploring various areas of the Kingdom and the available infrastructure and tourist spots, just like it did in Petra.
"We've been looking at the different governorates and selected one hotel in Ajloun as it stood out as having the required standard," said Qariouti.
"The area still remains limited in the investments they hold, including hotels, so we're trying to move ahead with promotional efforts with what is currently available in terms of relevant services, infrastructure and tourism spots," he added.
The JTB has initially budgeted JD200,000 in promotional funds for both Ajloun and Petra this year, with a possibility it might be increased.
Last year it spent JD300,000 on its subsidised room-rate package in the red-rose city, under the name "Petra Charm." This initially took place between Aug. 17 to the end of the year. It was resumed during the Eid Al Adha vacation and again this year in June, until the end of August.
Qariouti said Petra Charm has maintained its success, with around 8-10 large buses heading to Petra daily. Some 40 buses went last Thursday.
Qariouti said the JTB had eyed Main for a similar package but postponed plans due to maintenance work currently under way at the hotel.
As with many in the hospitality sector, Abu Keer has had his fair share of German, Spanish, British and Dutch visitors that brought in good business.
Although they have not completely disappeared with the tourism slump, business has not been the same.
"Jordanians do create some activity during the summer with wedding lunches and dinners but they barely filled the hotel at 30 per cent occupancy last year during weekends, and 20 per cent during the week," said Abu Keer.
The hotelier said he hoped Ajloun would continue to attract tourists after the package deal ends.
Their Majesties King Abdullah and Queen Rania have taken a personal interest in the area over the past year, prodding the Ministry of Tourism to devise a comprehensive strategy to boost tourism-related investments in the area. Although fertile with green landscapes and tourist attractions, it continues to lack the needed services and infrastructure for visitors.
Abu Keer said although the package deal did not yield "substantial profit," it nevertheless helped promote Ajloun indirectly to other Jordanians.
"There has been growing interest in developing the area touristically which is promising but I sincerely do hope we see progress in addressing infrastructure and other basic issues," said Abu Keer.
"The potholes in front of the hotel have not been repaired for 15-20 years. I personally don't feel that gives a good impression for visitors who come all the way here and I believe first impressions do count," he added.
By Dalya Dajani
© Jordan Times 2004
