By: Nedal Malo Alein
Jordan Daily – Jordan’s vital tourism sector faces growing challenges that require a new, innovative approach to ensure its continuity and growth. In this context, the “Jordan Tourism Development Vision 2030” aims to transform the sector from simply attracting tourists to a comprehensive and sustainable model—one that positions every Jordanian citizen as a key partner in its success.
Tourism as an Economic and Diplomatic Engine
The vision emphasizes that tourism is more than just visits- it is an accumulative economy built on an integrated value chain, from inputs to a final tourism product. In other words, tourism is not a standalone industry but one deeply interconnected with many other sectors. It both influences and is influenced by them.
Furthermore, the vision highlights the central role of tourism as a form of public diplomacy. Through direct interaction between visitors and local communities, tourism presents a civilizational and cultural image of Jordan, strengthening its global presence. More importantly, tourism becomes a window through which Jordan can influence local, Arab, and international public opinion—marketing the country not only as a leisure destination but also as a hub for investment, industry, and trade.
The vision stresses that involving local and national communities is key to success. Every Jordanian man and woman is an ambassador for the tourism sector. This calls for raising awareness of tourism’s importance and the role each individual plays in its success.
Tackling Challenges with Innovative Solutions
Jordan’s tourism sector is facing a crisis that demands bold and comprehensive solutions. Among the main proposals are:
Financial Support and Funding:
* Tourism Development Fund : A new fund will be established to support tourism projects and infrastructure development—similar to the existing Industrial Support Fund.
* Revenue from Digital Assets: An innovative proposal to create digital assets like “Petra Coin” to generate alternative revenue, with or without the tourist’s physical presence.
* Converting International Debt into Tourism Investment : Turning international loans, grants, and aid into real investments in sustainable tourism projects—ensuring a win-win outcome for all stakeholders.
Restructuring and Product Diversification:
* Comprehensive Review of the Tourism System: Revisiting all laws and regulations governing the sector to make them more flexible and aligned with global developments.
* Tourism Product Diversification**, including:
* Promoting domestic tourism with preferential rates for Jordanians to ensure sustainability.
* Developing low-cost, eco-friendly tourism facilities and services, alongside high-end options.
* Supporting individual and small projects** through incubators and enabling environments for youth and local communities.
* Ensuring the tourism product reflects Jordanian authenticity, blending heritage and culture into the tourist experience.
* Creating inclusive religious tourism through storytelling and compelling narratives for each religious site.
* Highlighting specific months or anniversaries for tourism sites to draw public attention through unique events.
Digital Marketing, Content Creation, and Promotion
* Targeting individuals and families directly through tailored marketing campaigns aligned with their interests.
* Launching an integrated tourism platform offering rich and diverse content.
* Maximizing the use of digital marketing tools: professional websites, social media, and SEO.
* Leveraging artificial intelligence (AI) in marketing, public relations, and media to deliver personalized experiences and improve targeting.
* Investing in film, visual, and audio content- including documentaries and drama to communicate a clear and compelling Jordanian message.
Enhancing Resilience, Crisis Management, and Infrastructure
* Establishing a clear crisis and wartime protocol to respond effectively to emergencies.
* Enhancing domestic air travel by reducing reliance on foreign airlines and supporting local aviation.
* Developing Petra Airport and fully utilizing its potential to elevate Jordan’s status as a regional tourism hub.
Leveraging Environmental and International Opportunities
* Utilizing environmental support and zero-carbon initiatives, capitalizing on grants and aid linked to sustainable environmental practices.
* Strengthening international relations to increase global demand for Jordanian tourism.
Integrating Local Communities
The vision places strong emphasis on integrating local communities into the tourism process. This integration enriches the visitor experience through direct interaction with local culture, while also creating jobs and income for citizens in tourist areas- contributing to inclusive development.
A Roadmap for the Future of Tourism
The Jordan Tourism Development Vision 2030 is a comprehensive roadmap aiming to transform the tourism sector into a resilient, sustainable, and innovative industry. By adopting the concept of tourism as both an “accumulative economy” and a “form of public diplomacy,” and by reinforcing community involvement, restructuring the system, harnessing modern technologies, and preparing for crises, Jordan can position itself as a leading global tourist destination. One that balances profitability with the preservation of cultural and historical authenticity.