DEAD SEA - Intensive efforts to increase tourist traffic to the Kingdom from the North and Latin American markets were under way at the Dead Sea at one of the largest gatherings of travel industry representatives on Monday.
In order to reach out to new markets, over 100 tour operators, buyers and travel writers from the USA, Canada and South America were brought to the Kingdom for a 3-day Jordan Travel Mart (JTM).
The travel mart, held by Jordan Tourism Board North America (JTBNA), connected participants with representatives from 50 hotels, tour operators and other travel services "suppliers" in the country.
Jordan Tourism Board (JTB) Managing Director Nayef Fayez yesterday identified the Americas as a growing market with increased potential for the Kingdom.
Fayez said the US was already the second largest market for Jordan's tourism sector following the Gulf market, a promising development for future growth.
Although tourism flow from the Americas to Jordan as a whole remains relatively small, its potential was seen in the 5 per cent growth witnessed last year.
American tourists spend an average of 7.4 nights in visits to the Kingdom while those from Canada spend up to 8.5 nights. Fayez expressed hope that the JTM would help increase those figures by three or four additional nights.
"I hope that while you are here you will learn about the diversity of this land and the uniqueness of its weather which positions it as a year-round destination, so that you will have a better understanding of the special experiences possible in Jordan and you will be able to enjoy it as a stable and safe destination," Fayez told participants.
Jordanian tourism industry officials provided visitors with a presentation on different attractions in the Kingdom, from adventurous to religious and cultural travel, including opportunities for cruises, spa retreats and voluntourism. They also provided updates on the latest tourism products in the Kingdom.
The JTM featured several familiarisation tours to major sites, allowing tour operators and the media to get a firsthand experience of the country's wealth of cultural, archaeological, religious, and eco-tourism attractions.
Other activities included seminars, educational workshops, networking events, and a unique pre-scheduled appointment format that arranged specific meetings between American "buyers" and Jordanian "suppliers", allowing the former to get a better understanding of Jordanian products and travel opportunities.
Partner/director of Class Tour travel agency in Brazil, Constantino Karacostas believes Jordan has a lot of potential.
Karacostas told The Jordan Times there has been a growing shift in travel demand from cities in Europe such as Paris, Madrid and Lisbon to countries in Africa and the Middle East, with special interest in Dubai.
The tour agency official said new direct flights between Sao Paulo and Dubai made the destination accessible for both business and leisure travel, with some travellers spending up to 10 days.
"Globalisation has made the world so small," Karacostas noted.
"People are easily conducting research online and choosing where to go. They are curious and want to explore. In my opinion, it is time for Jordan to do all that is possible to attract this market," he added.
Not underestimating the lure of Dubai's attractions, Karacostas said the wealth of historical treasures in Jordan made it more appealing for certain tourists, particularly those eager to "discover the simple rather than the sophisticated".
Although the Kingdom is featured in the itineraries of other regional destinations, the JTB is promoting five-, eight- and eleven-day "Jordan only" itineraries that feature a varied scope of sites and activities.
Members of the foreign media questioned the Kingdom's stability in a volatile region and Jordan's potential as a stand-alone destination rather than simply being a part of regional tours.
Minister of Tourism Maha Khatib reassured members of the press regarding the country's stability adding that security and safety for visitors and citizens was a priority for the government.
The minister stressed that Jordan needs to sell itself as a stand-alone destination in order to capture as many tourists as possible.
She also replied to concerns regarding accommodating the growing number of visitors, outlining several new hotel developments that will house incoming tourists.
Prime Minister Nader Al Dahabi patronised the event on behalf of His Majesty King Abdullah.
By Dalya Dajani
© Jordan Times 2008
