The operational support agreement to launch a direct air route between the Russian capital Moscow and Aqaba marks an extension of efforts to expand the city’s air connectivity network. It follows previous agreements aimed at strengthening air links with Abu Dhabi and Riyadh, reflecting a drive to diversify target markets, facilitate visitor access to Aqaba, and strengthen its position as a tourism and investment destination.
Tourism and transport economics experts said the importance of these agreements lies in their potential to build integrated economic pathways that connect improved accessibility with longer visitor stays and higher spending, creating greater opportunities for hotels, restaurants, tourism and transport companies, and commercial establishments.
They noted that air links with Arab markets such as Abu Dhabi and Riyadh, alongside efforts to target the Russian market, would allow Aqaba to diversify its visitor base and expand tourism marketing opportunities. However, achieving the desired economic impact requires coordinated efforts among aviation, tourism and investment authorities, as well as tourism programs tailored to the needs of each market and linked to products and experiences that encourage visitors to extend their stays and return.
They also stressed that Aqaba needs a diversified access network that does not depend on a single market or season. A broader range of markets would give tourism businesses more options, help distribute the risks associated with fluctuations in demand, and allow them to develop different offers for Gulf visitors and other travelers based on actual booking data, travel preferences and potential demand.
Tourism economics specialist Hassan Al-Omari said direct flights remove an important part of travel barriers by reducing travel time and transfer complications. However, they are not sufficient on their own to generate tourism demand, as they need to be accompanied by competitive pricing, effective commercial distribution, and accommodation and activity packages that give travelers a clear reason to choose Aqaba over other destinations.
Al-Omari said the aircraft opens the door for tourists, but the tourism product is what convinces them to enter. He therefore said the success of the Moscow route would require early agreements with tour operators and clear packages combining transportation, accommodation and experiences, so that direct access becomes part of an integrated trip rather than a standalone advantage.
Winter Holiday Options
Experts said the launch of the first flight in December provides an opportunity to promote Aqaba as a winter holiday destination, benefiting from its coastal attractions and the possibility of combining stays there with visits to other tourist sites. However, they stressed that the appeal of this timing requires targeted campaigns and actual booking data rather than simply assuming that demand will increase.
They noted that targeting the Russian market requires professional Russian-language content presenting accommodation, services and available activities while clearly answering travelers’ questions. Information on entry requirements, booking and transportation should also be kept up to date, as a lack of details can delay a purchasing decision even when direct flights and attractive prices are available.
They said effective promotion should begin by identifying target segments, whether families, tour groups, diving enthusiasts or travelers interested in marine experiences, and then selecting the appropriate channels for each segment. This would help reduce untargeted advertising spending and make it easier to measure the relationship between marketing campaigns and actual bookings.
They also noted that combining the Moscow initiative with previous agreements involving Abu Dhabi and Riyadh creates an opportunity to develop an integrated portfolio of markets rather than treating the routes separately. Each market could have clear objectives, tailored programs and independent performance indicators, while actual operating results could be used to adjust plans instead of assuming that travelers behave similarly across markets.
According to tourism office manager Mohammad Al-Hassanat, market diversification requires understanding what travelers in each market are looking for, how they book their trips and how long they prefer to stay, followed by offers tailored to these factors rather than relying on broad assumptions.
Al-Hassanat said connectivity with Abu Dhabi and Riyadh, once operational and marketing conditions are in place, could support short trips, family holidays, and marine and entertainment programs. He stressed the need to test these opportunities through market studies and cooperation with travel agencies rather than treating demand as guaranteed before actual data confirms its size and sustainability.
Differences between markets also give Aqaba an opportunity to diversify the duration of its tourism programs, ranging from short stays to longer trips and multi-destination packages. This would allow tourism businesses to offer greater flexibility, provided that the variety of offers does not result in unjustified differences in service quality or a lack of clarity over prices and booking conditions.
The strategic value of this network becomes clearer when it helps reduce seasonal fluctuations and improves businesses’ ability to plan. Achieving this, however, requires monitoring demand patterns in each market and matching them with hotel capacity and available services, preventing an excessive focus on increasing flights during limited periods without addressing periods of weaker activity.
Aviation engineering specialist Abdullah Al-Rawashdeh said operational support can play an important role during the launch of new routes, when markets need time to become familiar with a destination and build bookings. However, he stressed that support should be evaluated against measurable objectives and through periodic reviews that balance its cost against the economic returns it generates.
Al-Rawashdeh said the question is not simply how many additional flights have been added, but how many new visitors they have attracted, how many nights they have stayed, how much they have spent, and how much activity has been generated for local businesses. These indicators determine whether support is expanding the tourism economy or merely increasing transportation activity.
Sea, Desert and Heritage
Experts agreed on the importance of combining data on aircraft occupancy, hotel bookings, average length of stay and visitor spending, while distinguishing tourists from other travelers. A full flight alone does not reflect the size of the tourism return, just as an increase in visitor numbers does not necessarily mean a proportional increase in added economic value.
They added that one of Aqaba’s key advantages is its ability to serve as a gateway to programs combining the sea, desert and heritage through links with Petra and Wadi Rum. This expands visitors’ options, gives tour operators a broader range of products to market, and allows spending to be distributed across a wider range of destinations, businesses and services.
Tour operator Mohammad Hilalat said tourists need a clear and comfortable itinerary rather than a long list of sites. He added that offering a seaside stay in Aqaba alongside an organized option to visit Wadi Rum and Petra, with clear information on time, cost and services, could increase the value of the trip and give visitors more reasons to extend their stay.
Hilalat said the success of combined programs depends on attention to detail, from tourist transportation, punctuality and the quality of guiding services to clarity over accommodation standards and activity conditions. A visitor’s experience is assessed as an interconnected chain, and a problem in one part can affect the overall impression of the trip and the destination.
He stressed that flexibility is essential when designing these programs. Not all visitors should be assumed to want the same experience. Some may prefer beach stays, while others may choose diving, desert excursions or cultural visits. This calls for flexible alternatives that can be combined rather than limiting the market to a single standardized package.
The expected impact of the new flights could extend to hotels, restaurants, transportation, marine activities, retail and other services. However, the scale of this impact will depend on how tourism programs are designed and on visitors’ spending patterns, making the involvement of small businesses and local experience providers an important part of planning for demand growth.
Merchant Mohammad Al-Riyati said tourism succeeds when restaurant owners, marine activity providers, shopkeepers and transport operators all find genuine opportunities to benefit. He said tourism programs should help visitors discover the city and its options rather than keeping their experience confined to a narrow area disconnected from the wider local economy.
He added that providing reliable information about restaurants, markets and activities, while facilitating transportation and bookings, would strengthen visitors’ ability to explore Aqaba and spend money there. He also stressed the importance of including qualified local experiences in tourism sales channels while maintaining standards of quality and safety and ensuring transparent pricing.
Source: Al-Ghad
