Jordan’s vital tourism sector is facing growing challenges that require a new and innovative approach to ensure its sustainability and growth. In response, the “Jordan Tourism Development Vision 2030” aims to transform the sector from merely attracting tourists into a comprehensive and sustainable model, positioning every Jordanian citizen as a key partner.
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Tourism: An Economic and Diplomatic Engine
The vision emphasizes that tourism goes beyond visits—it is a cumulative economy encompassing an integrated value chain, from inputs to the final tourism product. This means tourism is not an isolated industry but one that is interconnected with and influenced by many other sectors.
The vision also highlights the pivotal role of tourism as a form of public diplomacy. Through direct interaction between visitors and local communities, tourism presents a civilized and cultural image of Jordan and enhances its presence on the global stage. More importantly, tourism serves as Jordan’s window to influence public opinion locally, regionally, and internationally, positioning the country not only as a leisure destination but also as a hub for investment, industry, and trade.
Crucially, the vision underlines the importance of engaging both local and national communities. Every Jordanian is seen as an ambassador of the tourism sector, requiring increased awareness of tourism’s significance and the role each individual plays in its success.
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Tackling Challenges Through Innovative Solutions
The tourism sector in Jordan is facing a crisis that demands fundamental solutions. Key proposed initiatives include:
1. Financial Support and Funding:
Tourism Development Fund: Establishing a fund to financially support tourism projects and infrastructure, modeled after the existing Industry Fund.
Revenue from Digital Assets: Introducing digital assets like a "Petra Coin" to generate unconventional revenue streams—both from tourists and in their absence.
Debt-for-Tourism Investment: Transforming international debts, grants, and aid into real investments in sustainable tourism projects, creating win-win scenarios for all parties.
2. Restructuring and Diversifying Tourism Products:
Comprehensive Review of Tourism Systems: Overhauling all regulations and systems governing the sector to ensure flexibility and global alignment.
Diversifying Tourism Offerings: Moving beyond traditional models to focus on quality and innovative tourism inputs, including:
Encouraging Domestic Tourism: Offering preferential pricing for Jordanians to maintain sector sustainability.
Affordable and Eco-Friendly Tourism Options: Providing budget-friendly alternatives alongside luxury experiences.
Supporting Small and Individual Projects: Creating supportive environments and incubators for youth and local communities.
Authentic Tourism Experiences: Embedding Jordanian culture and heritage into the tourist experience.
Inclusive Religious Tourism: Developing compelling stories and narratives for each religious site.
Monthly Theming of Tourist Sites: Tying the founding dates of sites to special events to boost interest and visibility.
3. Digital Marketing, Promotion, and Content Creation:
Targeted Campaigns: Marketing directly to individuals and families using tailored strategies based on their interests.
Comprehensive Tourism Platform: Building a rich, diverse content platform to showcase Jordan’s offerings.
Maximizing Digital Marketing Tools: Utilizing professional websites, social media, and search engine optimization (SEO).
Artificial Intelligence (AI): Employing AI in marketing, media, and public relations to personalize experiences and enhance campaign targeting.
Film and Multimedia Production: Investing in documentaries, dramas, and visual content to deliver a powerful and clear Jordanian message.
4. Enhancing Resilience, Crisis Management, and Infrastructure:
Established Crisis and War Protocol: Developing a clear action plan for exceptional circumstances, including wars and crises.
Boosting Domestic Air Transport: Reducing reliance on foreign airlines by strengthening local carriers.
The Role of Petra Airport: Expanding and leveraging the airport’s potential to position Jordan as a regional tourism hub.
5. Leveraging Environmental Opportunities and International Relations:
Environmental Support and Zero Carbon Footprint: Benefiting from grants and donations linked to sustainable environmental practices.
International Relations: Utilizing diplomatic ties to increase demand for Jordanian tourism.
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Integrating Local Communities
The vision underscores the importance of integrating local communities into the tourism process. Such inclusion enriches the visitor experience through direct cultural engagement, creates job opportunities, and generates income for residents in tourist areas—thereby contributing to holistic development.
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A Roadmap for the Future of Tourism
The “Jordan Tourism Development Vision 2030” serves as a comprehensive roadmap to transform the tourism sector into one that is resilient, sustainable, and innovative. By embracing tourism as both a cumulative economy and a form of public diplomacy, empowering local communities, restructuring the entire tourism ecosystem, leveraging modern technologies, and establishing proactive crisis management plans, Jordan can strengthen its position as a leading global tourism destination—balancing profitability with the preservation of its cultural and heritage authenticity.
