ACCORDING TO the Jordan Tourism Board, the year 2016 saw an unprecedented growth of 18.40% in overnight visitors. On top of this, the average length of stay of Indian visitors – both leisure and business – has increased to 2.8 days. “Jordan is and will remain one of the safest destinations to visit and that’s why the demand is increasing over the years. It is a very stable country with a unique blend of culture, history, food, wellness, adventure and hospitality that continues to draw tourists from India and all over the world every year,” says Ashit Taneja, Country Manager, Jordan Tourism Board, India Office.
However, the Indian market is very much promising and ranks as one of the top emerging source markets for Jordan Tourism Board. “We are constantly tapping various platforms and mediums that will help drive traffic to Jordan. We are anticipating a high number of arrivals to Jordan in 2017. The demand for the destination has increased and many agents are now offering Jordan as part of fixed departures and special itineraries along with free visa on arrival facilities,” adds Taneja.
Jordan offers an excellent blend of tradition, culture along with developed infrastructure and world class hospitality services offering great experiences of Dead Sea, Petra and Wadi Rum. As a strategy, Jordan Tourism Board is highly focused on marketing its key offerings. “We have taken major measures to promote the destination. To point out a few of the initiatives such as: Visa on Arrival (VoA), Jordan Pass, connectivity between India and Jordan with air carriers such as Emirates, Qatar Airways, Etihad Airways, Oman Air fly from India to Jordan via their regional hub. The board has conducted a range of activities for trade and consumers to keep them well-informed over the latest developments as well as have planned extensive print, indoor, outdoor and online campaigns with an aim to promote Jordan on a bigger scale,” says Taneja.
So is the destination planning to boost MICE and weddings? “From India, MICE has been increasing over the years. Honeymoon and wedding events from India have also witnessed growth. Two years ago, one wedding took place in Aqaba at Hotel Intercontinental. Another wedding happened in November 2016 at Hotel Crowne Plaza in Dead Sea with about 1000 plus guests, and the number has been growing,” he says.
Moreover, Jordan witnessed several development in key tourist attractions, mainly in Petra, Aqaba and the Dead Sea, which cooperate in marketing Jordan as a tourist destination and raise its competitiveness. The recent archaeological discovery of an enormous monument in Petra has brought Jordan closer to heritage. As per Taneja, the board wants to focus on the following market segments of Jordan that present significant development plan for India: Cultural heritage, religious tourism, eco-tourism, health and wellness, MICE, adventure and activity tourism, filming and photography, festivals and cultural events, summer and family holidays, sports and recreation.
BW Reporters
Vaishali Dar is a Senior Associate Editor with BW Businessworld and Editorial Head with BW Disrupt. She writes on corporates, start-ups, hospitality and travel
