AQABA — Aqaba is preparing to welcome official, military and economic delegations, experts and representatives of specialized companies from around the world next week for the Special Operations Forces Exhibition and Conference (SOFEX). The biennial event is expected to increase hotel occupancy rates and stimulate the transport, restaurant, retail, tourism services and logistics sectors.
اضافة اعلان
Attention is turning to the coastal city as the exhibition approaches, as SOFEX is one of the leading international events specializing in defence and security industries and special operations technologies. Aqaba has a new opportunity to demonstrate its ability to manage major events and host thousands of guests, drawing on its modern infrastructure, unique geographical location and diverse surrounding tourist attractions.
The significance of SOFEX extends beyond the display of equipment and advanced technologies. The event also features professional meetings, bilateral discussions, specialized forums and opportunities to build partnerships and exchange expertise. This turns the exhibition period into a comprehensive economic and tourism season benefiting hotels, tourism establishments, event organizers, service providers, tourism transport operators, restaurant owners and retailers.
As participating delegations, visitors, company representatives and media outlets begin arriving, Aqaba is entering an intensive operational period that requires coordination between public and private entities to ensure smooth movement, quality reception services and efficient service delivery. The tourism sector hopes this increased activity will directly translate into higher hotel occupancy rates, greater average visitor spending and longer stays in the city.
Hotel occupancy expected to rise
Tourism industry workers expect a significant increase in demand for hotel rooms during the exhibition, particularly at classified hotels, beach resorts and establishments near the International Exhibition Centre. This reflects the event’s broad impact across different segments of the market.
Specialists say the profile of SOFEX participants adds value to the hotel sector. The event attracts official and executive delegations, representatives of international companies, buyers, experts and media professionals. These groups require high-standard accommodation, transport, meeting and hospitality services, increasing demand for hotel conference halls, food and beverage services, and the organization of professional meetings.
Mohammad Amin, an employee at a five-star hotel, said bookings linked to the exhibition had begun appearing as early as approximately three months in advance. Hotels have increased their operational readiness to welcome guests in line with the nature of the event, he said, adding that SOFEX also generates activity for hotel restaurants, halls, transport, reception and hospitality services.
Amin added that the days before the exhibition, when technical and administrative teams arrive, as well as the days afterward dedicated to departures and meetings, extend the period of its economic impact. Events of this kind help hotels improve their performance outside traditional tourism seasons, while enabling them to retain staff and develop their services, he said.
This activity comes as Aqaba seeks to diversify its tourism sources rather than relying solely on beach or seasonal tourism. Conferences and exhibitions provide a structured flow of visitors that can be planned for in advance, while giving private-sector businesses an opportunity to develop comprehensive accommodation packages combining professional participation with cultural, natural and tourism experiences.
Trader Mohammad Al-Kabariti said international exhibitions create a short but high-impact economic season. The diversity of visitors’ nationalities and professional backgrounds benefits markets, restaurants and service establishments, while also creating opportunities for deals and partnerships whose effects may continue long after the event ends.
Al-Kabariti said the priority is to present a comprehensive image of the city, from the visitor’s arrival to departure. Service quality, ease of transportation, cleanliness and a warm welcome are no less important than the success of the exhibition itself, he said, because guests’ experiences later become a marketing message they share with their organizations, countries and professional networks.
SOFEX also offers Aqaba a significant promotional opportunity. Its participants are not ordinary leisure tourists; they include decision-makers, experts, executives and influential figures who can help shape the choice of destinations for future conferences, investments and events. A successful hosting experience therefore provides an opportunity to market the city directly to a specialized international audience.
Yousef Hilalat, a tourism office manager, said the International Exhibition Centre had strengthened Aqaba’s ability to attract regional and international events. The city now has integrated facilities, including the event venue, hotels, airport, port and tourism attractions, located within a relatively compact geographical area, he said.
Establishing a year-round events calendar
Hilalat added that the success of SOFEX could provide a foundation for an annual calendar of conferences and specialized exhibitions covering tourism, energy, transport, the environment, maritime industries, technology and investment. Such a calendar would ensure the exhibition facilities are used throughout the year, sustain visitor flows and improve the economic viability of tourism investments.
The centre enables exhibitors to present their products and technologies in an organized setting and hold bilateral meetings at the same location, reducing time and effort while increasing opportunities for professional networking. Nearby hotels also provide additional spaces for meetings and hospitality events, creating an integrated system capable of accommodating large and simultaneous programmes.
Hosting SOFEX also has a distinctive tourism dimension because Aqaba is connected to Petra and Wadi Rum within Jordan’s Golden Tourism Triangle. Within a short period, visitors can travel from the Red Sea beaches to Wadi Rum’s desert landscapes and then reach the ancient city of Petra, one of the world’s most prominent tourist destinations.
Tourism marketing expert Noha Al-Shakhshir said Aqaba’s proximity to Petra and Wadi Rum was a competitive advantage that many conference cities lack. International delegations are increasingly seeking destinations that combine efficient business facilities with rich cultural and natural experiences, she said, adding that Aqaba can offer both within convenient travelling distances.
Al-Shakhshir added that turning exhibition visitors into tourists requires early coordination among hotels, tourism and transport companies, and event organizers. Optional tour packages should be presented when participants register, she said, and short excursions should be designed to fit delegations’ schedules without interfering with their professional commitments.
A visit to Petra can add a historical and cultural dimension to delegations’ stays, while Wadi Rum offers a different natural and human experience, including camps, local hospitality and desert tours. Aqaba, meanwhile, provides marine activities, markets and restaurants. Together, these attractions can turn participation in the exhibition into a comprehensive Jordanian experience that extends beyond conference halls, she said.
She stressed that this connection also creates opportunities to increase the average length of stay by encouraging visitors to arrive a day or two before the exhibition or extend their visits after it ends. This would generate additional hotel nights and greater spending on transport, food, shopping and tourism experiences, while increasing the likelihood that visitors will return in the future with family or friends.
Conference tourism as a year-round economic driver
Conference and exhibition tourism is considered a high-value tourism segment because business visitors typically spend on a broad range of services, including accommodation, transport, meetings, hospitality, communications and entertainment. Events can also be scheduled throughout the year, helping reduce seasonality.
Tourism expert Ali Al-Tarawneh said Aqaba’s future strategy should treat conferences and exhibitions as an independent economic stream that complements marine tourism. The city needs a clear calendar targeting specific sectors and promoting them in regional and international markets in partnership with hotels, airlines and event organizers, he said.
Al-Tarawneh added that SOFEX is an important platform for presenting Aqaba as a safe, stable and modern destination capable of hosting major events. Every delegation visiting the city represents an opportunity to establish new relationships that could attract further conferences, investments or tourism trips in the future, he said.
SOFEX also provides an opportunity to reposition Aqaba internationally, not merely as a beach destination but as an integrated regional centre for business, conferences and exhibitions. The city has a special economic zone, a port, an airport, an exhibition centre, a range of hotels and leisure facilities, as well as proximity to internationally renowned tourist attractions.
Maximizing the event’s benefits will depend on moving beyond temporary hosting towards a sustainable approach. This should begin with documenting and evaluating the experience and promoting its success stories, followed by engagement with international exhibition organizers and professional associations to showcase Aqaba’s capabilities, facilities, and tourism and logistics packages.
The event could also be used to increase the participation of young people and local residents through temporary jobs, training, volunteering and supporting services. The experience gained could help build a specialized local workforce for the exhibitions and conferences industry, which offers a variety of jobs in organization, technology, hospitality, media and transport.
Source: Al-Ghad.
