Jordan sets ambitious new targets for tourism

Jordan has launched a new National Tourism Strategy, with a goal of increasing tourism receipts to US$ 5.9 billion (JD 4.2 billion) over the coming five years.

The plan also involves upping visitor numbers from  8.2 million to 9.4 million annually. growing domestic tourism receipts by 30%; and reducing seasonality so that annual receipts are more evenly distributed throughout the year.

In order to achieve the targets, marketing efforts will be stepped up, and in terms of product development, efforts will be geared towards increasing air capacity into Jordan by 20%, completing 20 new demand-driven tourism infrastructure projects and ensuring that 100% of hotels and 80% of restaurants are approved and classified under the new national classifications scheme.

The new plan was unveiled by the Prime Minister of Jordan HE Dr. Marouf Al Bakhit, and has been put together by the Ministry of Tourism and Antiquities (MoTA) in partnership with the Jordan Tourism Board (JTB), Department of Antiquities, and the Federation of Tourism Associations.

HE Dr. Haifa Abu Ghazaleh, Jordan's Minister of Tourism and Antiquities commented: "Jordan will be a distinctive destination offering diverse, year-round visitor experiences that will enrich the lives of Jordanians and their guests." 

The new strategy will raise the overall competitiveness of Jordan’s tourism industry, enhancing visitor experience through innovation in product development, better position and promote the tourism offering to global markets to attract higher yield customers throughout the year, and creating a regulatory and operating environment which drives better business performance and releases the full energy of the private sector as the engine of growth.

In terms of labour market development, the sector will work towards creating 25,000 new direct jobs in tourism, increasing female participation in the workforce by 15%, getting 5,000 students trained at the 11 VTC centers, and enhancing hospitality skills of 40,000 employees working in tourism.

To create an enabling legislative environment that facilitates the development of Jordan’s tourism sector, the strategy also includes passing a new tourism law and updating the professions bylaws, which regulate private enterprises working in the tourism sector and thus help upgrade the level and quality of services provided to tourists.