JTB launches marketing campaign at Cannes Film Festival

JTB launches marketing campaign at Cannes Film Festival
(Photos: Petra)
AMMAN — The Jordan Tourism Board (JTB) has launched a marketing campaign at the current Cannes International Film Festival, which runs from May 16 to 27. اضافة اعلان

Abdul Razzaq Arabiyat, director-general of JTB, emphasized the importance of this campaign for the Kingdom, recognizing the event's influence as one of the most significant international film exhibitions.

With an estimated attendance of over 80,000 individuals, including filmmakers, directors, actors, and journalists, the Cannes Film Festival provides a prime platform to showcase Jordan's potential as a global destination for film production.

Capitalizing on the global film industry's potential
Arabiyat highlighted the immense scale of the global film industry, estimated at a staggering $88 billion annually.

Recognizing the direct and indirect economic benefits that stem from the industry, including job creation and distribution of tourism revenues, film boards worldwide vie to attract a share of this lucrative sector.

Over the past decade, the film industry in Jordan has generated over JD150 million in revenue and contributed significantly to employment growth.

Promoting Jordan as a global tourist destination
The marketing campaign, said Arabiyat, aims to position Jordan as a desirable tourist destination on the world stage, leveraging the fame garnered by internationally recognized films shot in the country.

Arabiyat underscored the influential role of the film industry in promoting countries where movies are filmed, citing the case of New Zealand, whose tourism revenues surpassed $3 billion following the production of "The Hobbit" series.

He added that by promoting the filming locations as part of unique tourist routes, Jordan aims to attract more visitors and provide them with an exceptional tourism experience.

Fostering opportunities for film production in Jordan
Arabiyat expressed the campaign's objective to enable Jordan to fully harness the immense opportunities presented by filming artistic works within its borders.

To incentivize filmmakers, the JTB has previously hosted production companies from both Hollywood and Bollywood. By offering attractive incentives, Jordan aims to encourage more film productions in the country.

In addition to its own efforts, the Jordan Tourism Board actively supports the Royal Film Commission of Jordan in its work domestically and in promoting the Kingdom internationally through renowned film festivals, including the Cannes Film Festival.

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