According to WTTC estimations, the potential for tourism to the Kingdom is expected to generate JD510.2 million in revenue by the end of 2005, constituting 6.3 per cent of GDP
AMMAN -- The Kingdom's tourism industry will continue to pick up this year as the country's growing reputation as a popular business and leisure destination draws in a variety of global travellers.
In their latest forecasts on global tourism, the World Tourism and Travel Council (WTTC) said Jordan is expected to maintain a healthy flow of visitors this year, with levels equal to, or exceeding, 2004 figures.
According to WTTC estimations, the potential for tourism to the Kingdom is expected to generate JD510.2 million in revenue by the end of 2005, constituting 6.3 per cent of the gross domestic product.
Although the Kingdom has yet to publish its tourism figures this year, industry officials and observers consider the WTTC forecast to be "on track."
Tourism industry specialists say tourist traffic this year is "in high gear."
In a bid to vie with regional holiday destinations in an increasingly competitive market, the Kingdom has pressed ahead with marketing campaigns and infrastructure development to attract both regional and foreign visitors.
Significant investments are being channelled into the development of world-class hotels, enhancing tourism services and diversifying cultural and adventure-based activities in the country.
This includes ongoing efforts to upgrade services in the ancient city of Petra, beach resorts in the Dead Sea and Aqaba, as well as the distinct adventure trails in neighbouring Wadi Rum.
Similar investments are also being made in the capital. New international food chains, classy restaurants, movie theatres and quality shopping malls are springing up across the city, acting as a magnet for business and visitor activity.
While the government has yet to complete its compilation of tourist data flow, industry officials are getting a measure of visitor volume through the tourist traffic flow in Petra.
The world renowned ancient heritage site, almost always the key site on the tourists' itinerary, witnessed a 25 per cent increase in visitors during the first half of this year, compared to the same period of 2004.
Petra tourism officials said that unlike previous years, which had been characterised by seasonal visitor flow, tourist traffic this year has remained steady.
Experts cited a combination of factors for the upward trend, including subsiding fears about regional conflict and violence and "built up" tourism demand.
The WTTC report, which was prepared by the Oxford Economic Forecasting Ltd., cited a 9.1 per cent growth in tour and travel demand to the Middle East since last year.
Forecasts indicate the region will continue to build on such growth at varying rates between 2006-2015.
Based on the WTTC's forecast for 12 Middle East economies, Jordan is poised for 5 per cent annual real growth over the coming ten years.
Iran tops the list, with a 6.6 per cent growth expected over the same time period, followed by Egypt at 6 per cent, Yemen at 5.9 per cent and Qatar at 5.6 per cent.
The Sultanate of Oman is expected to see 4.7 per cent annual growth, Bahrain 4.5 per cent, with Kuwait and Syria at 3.5 per cent.
"A growing number of economies in the Middle East have recognised the enormous current and potential impact of travel and tourism and in job creation and have made this industry a national priority," said WTTC President Jean-Claude Baumgarten at the report's launch earlier this year.
The WTTC official cited Dubai, Abu Dhabi and Lebanon as model examples of countries that have worked to diversify and develop broader, healthier and more robust economies that have come to rely less on narrowly focused industries and commodities.
World forecasts
As for the World Tourism Organisation's (WTO) measure of global tourism, a similar positive outlook was registered worldwide this year, building on the overall positive trend of 2004.
According to the WTO Tourism Barometer published last week, figures recorded show continued recovery after the various shocks felt in the 2001-2003 period. International tourist arrivals grew on average by 8 per cent in the first four months as travel consumer confidence increased.
"The geopolitical climate, the persistent weak economy and SARS have constrained tourism seriously in previous years and have left a significant amount of pent-up demand in the market," said WTO Chief of Market Intelligence and Promotion Augusto Hu?scar.
"From last year on, we have seen this being released and the data indicates that this process is still in full swing. People are regaining the lust for travel and feel that the moment is appropriate to make the trips they postponed in the past years," he added.
Hu?scar also noted the stimulating effect of "tempting" offers made available by online travel services including low-cost airlines.
The WTO predicted positive results for all regions over the first four months of 2005, ranging from 5 per cent for Europe, to 17 per cent for the Middle East, 12 per cent for Africa and 22 per cent in the Americas.
Africa received the highest scores for the upcoming period by the WTO Panel of Tourism Experts, followed by the Middle East and the Americas
"Prospects for the forthcoming high season in the northern hemisphere are positive overall, as no major constraints are present and the economic scenario is on the whole favourable," according to Huscar.
"Major source markets and destinations are gearing up for the busiest months of the year and no drastic changes are expected in the current momentum," he added.
By Dalya Dajani
© Jordan Times 2005
