Marketing area manager, Jordan Tourism Board, Mahmoud Freihat speaks exclusively to Tatiana Tsierkezou about the authority’s latest focus, exciting developments spanning the country and much, much more.
TTG: What is new with Jordan Tourism Board (JTB)? What is the authority focusing on this year?
The JTB is working under a new strategy for the next three to five years. We will be focusing on product rather than geographical area. The main three segments will be cultural, adventure and religious tourism.
JTB also created the first conventions bureau to cater to the MICE industry. It is also supporting air accessibility into the country with the aim of getting low cost carriers and supporting charters from Europe.
TTG: What key tourism developments are currently underway across Jordan?
The key development this year would be the launch of the Jordan Trail – a 650km trail that stretches from the north to the south of the country, running through 54 local communities and many of the countries sites and attractions.
There are also many new hotels opening such as the W Amman, a Fairmont, a Rotana and a St. Regis.
There is also a billion-dollar development in Aqaba called Ayla, which hold the region’s first 18-hole signature golf course.
Other developments in Aqaba also include Marsa Zayed, a multimillion dollar development of a new port and the multi-use development of Saraya Aqaba.
TTG: Have you picked up on any major travel and visitor trends?
Jordan’s tourism industry has seen a rise in the number of overnight guests, with adventure being the fastest growing, while classical leisure still holds the biggest share in the market. We’ve also seen a significant increase from the far eastern markets, namely China.
TTG: Has Jordan’s tourism industry faced any challenges recently? If so, how have these challenges been dealt with?
Jordan’s Tourism industry is constantly facing the challenge of misperception. We have dealt with these issues through building a positive brand and showcasing the true nature of our country by utilising user generated content, as well as influencers in social media and traditional media.
TTG: Why should tourists choose Jordan when planning a holiday?
We always like to say Jordan is the biggest small country in the world. We have a great variety of world class products for the tourists. From the beach resorts in Aqaba to the world wonder of Petra and the Dead Sea. Not to mention the cultural patrimony of the baptism site and the crusader castle. All of this combined with the natural beauty of Jordan and its adventure product, we believe we have everything to offer the potential tourist in a relatively small area.
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