AMMAN -- The Kingdom on Wednesday launched a critical remedial action plan to enhance public understanding of the tourism sector and address prevailing misconceptions jeopardising its future growth.
The National Tourism Public Awareness Strategy, introduced by USAID-funded Siyaha yesterday, is considered a critical step for Jordan, which has been working hard to build a solid tourism industry at home.
Today, investments are being poured into marketing the country, developing and expanding quality services for visitors and building new hotels to accommodate thousands of tourists projected to visit the country in the coming years.
Such investments are critical for the country, which is competing with other regional and international destinations providing upscale services.
With plans for an additional 12,000 hotel rooms in the next five years, these developments require a 25,000-strong workforce.
Concerned industry officials, however, noted that the current slow demand and lack of in interest in this sector was preventing Jordan from realising this.
They cited several reasons for this: The general lack of public understanding of the importance of the tourism industry as an economic provider as well as other detrimental structures shaping the future and interest in this field.
Siyaha Human Resource and Sector Development Component Leader Joe Ruddy said the lack of public awareness on the importance of the tourism sector and prevailing misconceptions had serious bearings on the future of the industry.
"Competition is global for Jordan... As the industry perfects its design and marketing efforts to compete with other destinations, it is also attracting visitors who expect quality services which the industry must work on developing at the same rate," said Ruddy.
He added that as the industry's developments are opening the door for 4,000 new workers each year, it was crucial for people to understand the importance of tourism and positive influences be introduced to encourage students to select it as a career choice.
In their Tourism Attitudes and Perception Survey carried out on 800 Jordanians last year, Siyaha revealed that a mere 11 per cent of students expressed interest in studying a field of tourism. The majority, or 60.2 per cent, favoured a government-related job in the public sector.
Although university students acknowledged tourism as an important sector, they felt it did not pay well the survey showed, with 12 per cent believing it held few job opportunities compared to banking and insurance, which paid higher salaries.
Cultural influences and pressures also had an effect on the reluctance to work in the field of tourism -- affecting between one-quarter and a third of university and community college students and some secondary school students.
The first phase of the campaign, undertaken in cooperation with the Ministry of Tourism and Antiquities, will target policy-makers, current industry employees, employers, media, the general public, career influencers such as parents and teachers and students, with messages designed to change negative perceptions and garner greater engagement and commitment to this sector.
The first phase, beginning now and until the end of this year, will take the form of a "Did you Know?" campaign and target the print media through awareness workshops and seminars in Amman, Petra, Madaba, Aqaba and Wadi Rum.
It will include a nationwide tourism poster competition for schoolchildren as well as a TV, radio and newspaper campaign.
The second and third phases of the campaign will commence next year.
The campaign is designed to raise the profile of tourism as an important part for the economy in job creation, investments and income generation at both the local and government level.
This is crucial as more than half of those surveyed believed that tourist attractions in an area do not contribute to the creation of new job opportunities. At the same time, many were not even supportive of the tourism industry, with 17.1 per cent noting that people acquired "bad habits" from it.
Director of USAID's Economic Opportunities Office Diana Putman, who yesterday described Jordan as a country rich with historical treasures and strong potential for growth, said these factors were not being utilised fully.
"Jordan should be mobilising efforts to help people understand the importance of this sector and see an exciting window to the world and one of best vehicles for job creation," said Putman.
"Efforts should be made to bring all representatives on board to raise awareness and help change negative perceptions about the sector, including religious leaders who could play a positive role in influencing others," she added.
The USAID official also said Jordan should also be stepping up its efforts to encourage tourists to return for repeat visits by offering more diverse activities.
Various public and private entities in the field such as the hotel, restaurant and inbound tour operators associations, as well as the ministries of education and labour, will support the effort.
During yesterday's launch, Minister of Tourism and Antiquities Osama Dabbas stressed the importance of these steps in mobilising everyone in this effort, noting that "the building of a successful tourism sector that brings nationwide economic benefits is contingent upon the cooperation and confidence of the people of Jordan."
He said it was vital for Jordanians to support these and future initiatives in tourism development.
By Dalya Dajani
© Jordan Times 2007
