Aqaba — An operational support agreement to launch a direct air route between Moscow, the Russian capital, and Aqaba builds on 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 move to diversify target markets, make Aqaba more accessible to visitors, and strengthen its position as a tourism and investment destination.
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Experts in tourism and transport economics say the importance of these agreements lies in their potential to create integrated economic opportunities by linking easier access with longer visitor stays and higher spending, while expanding opportunities for hotels, restaurants, tourism and transport companies, and commercial businesses.
They noted that air links with Arab markets such as Abu Dhabi and Riyadh, alongside efforts to attract Russian visitors, could help Aqaba diversify its visitor base and broaden its tourism marketing opportunities. However, achieving the desired economic impact requires coordinated efforts among aviation, tourism and investment stakeholders, tourism programs tailored to each market, and flights 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 a particular season. A wider range of markets would give tourism businesses more options, help them spread the risks associated with fluctuations in demand, and allow them to develop different offers for Gulf visitors and others based on actual booking data, travel preferences and potential demand.
Tourism economics specialist Hassan Al-Omari said direct flights remove significant barriers to travel by reducing journey times and the complications of transit. However, they are not enough on their own to generate tourism demand. They must be accompanied by competitive pricing, effective commercial distribution, and accommodation packages and activities that give travelers a clear reason to choose Aqaba over other destinations.
Al-Omari noted that an aircraft opens the door for tourists, but the tourism product is what convinces them to enter. The success of the Moscow route, he said, will require early agreements with tour operators and clear packages combining transport, accommodation and experiences, making direct access part of a complete trip rather than a standalone advantage.
Winter holiday options
Experts said the first flight’s scheduled launch in December presents an opportunity to promote Aqaba as a winter holiday destination, capitalizing on its marine attractions and the possibility of combining a stay there with visits to other tourist sites. However, they stressed that attracting visitors during this period requires targeted campaigns and actual booking data, rather than relying solely on expectations of increased demand.
They added that reaching the Russian market requires professional Russian-language content showcasing accommodation, services and available activities, while clearly addressing travelers’ questions. Information on entry requirements, bookings and transport must also be kept up to date, as a lack of detail can delay purchasing decisions even when direct flights and competitive prices are available.
They said effective promotion begins by identifying target groups, whether families, tour groups or travelers interested in diving and marine experiences, and then selecting the appropriate channels for each group. This would help reduce untargeted advertising expenditure 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 linked to Abu Dhabi and Riyadh makes it possible to develop an integrated portfolio of markets rather than treating each route separately. Each market should have clear objectives, tailored programs and independent performance indicators, with operational results used to adjust plans rather than assuming travelers from different markets behave in the same way.
Tourism office manager Mohammad Al-Hasanat said diversifying markets requires understanding what travelers in each market are looking for, how they book their trips and how long they prefer to stay, before offering packages suited to those preferences rather than relying on general assumptions.
Al-Hasanat said connections with Abu Dhabi and Riyadh, provided the necessary operating and marketing conditions are in place, could support short trips, family holidays, and marine and leisure packages. 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 scale and sustainability.
Different markets also give Aqaba an opportunity to diversify the duration and structure of its tourism programs, ranging from short stays to longer trips and multi-stop itineraries. This could help businesses provide more flexible options, provided that the variety of offers does not lead to unjustified differences in service or confusion over prices and booking conditions.
The network’s strategic value will become clear if it helps reduce seasonal fluctuations and improves businesses’ ability to plan. Achieving that goal, however, requires monitoring demand patterns in each market and aligning them with hotel capacity and available services, avoiding a concentration of additional flights in limited periods while weaker tourism periods remain unaddressed.
Aviation engineering specialist Abdullah Al-Rawashdeh said operational support can play an important role when new routes are launched, as markets may need time to build awareness of a destination and generate bookings. However, he stressed that such support should be assessed against measurable objectives and reviewed regularly to balance its cost against the economic returns it generates.
Al-Rawashdeh said the question is not simply how many flights have been added, but how many new visitors they attract, how many nights those visitors stay, how much they spend and how much activity they generate for local businesses. These indicators show whether the support is expanding the tourism economy or merely increasing transport activity.
Sea, desert and heritage
Experts agreed on the importance of combining flight occupancy data with hotel bookings, average length of stay and visitor spending, while distinguishing tourists from other travelers. A full aircraft alone does not indicate the scale of tourism returns, just as an increase in visitor numbers does not necessarily translate into an equivalent increase in added economic value.
They added that one of Aqaba’s main advantages is its potential to serve as a gateway to packages combining the sea, desert and heritage through links with Petra and Wadi Rum. Such packages would expand visitors’ options, give tour operators a wider range of experiences to promote, and distribute spending across more destinations, businesses and services.
Tour operator Mohammad Hilalat said travelers need a clear and convenient itinerary rather than a long list of sites. Combining a seaside stay in Aqaba with an organized option to visit Wadi Rum and Petra, while clearly explaining travel times, costs and services, could increase the value of the trip and give visitors reasons to extend their stays.
Hilalat said the success of combined packages depends on the quality of the details, from tourist transport and punctuality to the quality of guiding services and clear information about accommodation standards and activity conditions. Visitors experience a trip as a connected chain of services, and a problem at any point can affect their overall impression of both the trip and the destination.
He stressed that flexibility is essential when designing these packages, as not all visitors will want the same experience. Some may prefer a beach holiday, while others may choose diving, desert excursions or cultural visits. This requires offering options that can be combined rather than limiting the market to a single itinerary.
The expected impact of new flights could extend to hotels, restaurants, transport, marine activities, retail and other services. However, the scale of that impact will depend on how tourism packages are designed and how visitors spend their money, making the involvement of small businesses and local experience providers an important part of efforts to grow demand.
Trader Mohammad Al-Riyati said tourism succeeds when restaurant owners, marine activity providers, shopkeepers and transport operators all have genuine opportunities to benefit. Tourism packages should therefore help visitors discover the city and its range of options rather than confining their experience to a narrow area disconnected from the wider local economy.
He added that reliable information about restaurants, markets and activities, along with easier transport and booking arrangements, would help visitors explore Aqaba and spend more there. Including qualified local experiences in tourism sales channels is also important for increasing the visibility of small businesses without compromising quality, safety or transparent pricing.
Source: Al-Ghad.
