The recipe for leveraging
Jordan and achieving the targets of the
Economic Modernization Vision, which
launched on Monday, is to “add value” across sectors. Value added is not
limited to conventional engineering-based industries; instead, it extends to sectors
such as tourism and film, making Jordan a multibranched destination.
اضافة اعلان
To achieve the targets of the vision for
tourism, we need to leverage our readily available resources and approach them
with the goal of creating jobs for unemployed Jordanian youth, who are
increasingly showing signs of despair.
The five Christian pilgrimage sites acknowledged
by the Vatican are the Baptism Site, Machaerus,
Mount Nebo, Mar Elyas, and Lady
of the Mount Monastery — and most need to be revamped to be visitor ready. Only
one of them is properly prepared, Mount Nebo, thanks to private investment. The
other four are in a miserable state. They are not visitor-ready, and despite
that, they receive thousands of visitors who leave unhappy because these sites
lack basic services. The outcome of that is definitely not conducive to
attracting more tourists to the country. The private sector should help
significantly by investment to lead these sites out of the dust and into the
light of opportunity.
Jordan’s political weight globally far outweighs its economic and geographical size. Its diplomatic presence, despite meager resources, builds on a “welcoming country” reputation that was attained as a result of being home to millions of refugees.
This is not to say that Jordan’s cultural
heritage sites that have significance for Christian Pilgrims have not been
improved partially. But there remains huge room for improvement to show respect
for these cultural sites, realize their potential, and reach the goals set in
the vision.
Another under-marketed product is nature.
Starting with the weather that we take for granted, other countries, especially
in the Gulf (a major high yield source market), long for our weather and would
extend their stay to enjoy it. Knowing this, developing touristic products that
appeal to this market would help us realize the country’s potential.
The other major high yield source market that
Jordan appeals to is Europe. Within a five-hour flight time radius live
hundreds of millions of people who relate to Christian Cultural heritage and
would like to explore
Christianity-related natural sites, geographies, and
astrology. With 34 biblical sites in Jordan, we can leverage this more than any
other country in the region, given the diversity of related products.
Where on earth can one drive for 20 minutes,
going from 400m below sea level to 800–1000 above sea level, and enjoying
various temperatures, topology, unique agricultural products, birds, and
animals? That drive is from the Dead Sea to any mountain east of it, ranging
from Madaba, Karak, to Tafileh.
Jordan’s political weight globally far outweighs
its economic and geographical size. Its diplomatic presence, despite meager
resources, builds on a “welcoming country” reputation that was attained as a
result of being home to millions of refugees. The reception of refugees is
rooted in a value system of pride in generosity the Kingdom holds. Ordinary
Jordanians — like their country — go out of their way to host generously,
despite their inadequate economic resources. That must be leveraged too.
Jordanians have invested for 100 years; the time
has come for them to realize the results of their investments. With help from
friends and partners and propelling our own ability, we can do it and do it
well.
The writer is chairman of NAMA
Strategic Intelligence Solutions. [email protected]
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