By : Nedal Malo Alein
Jordan Daily – In order to overcome current challenges, slowdowns in tourism and the economy, and recover losses, I believe there are several essential pillars for an executable plan tied to a clear timeline. These efforts should involve the collaboration of various economic and commercial sectors. The key pillars for such a plan are as follows:
1. Domestic Tourism and National Economy
The first pillar focuses on stimulating the local economy by fostering and supporting small, medium, and micro-sized enterprises. This includes developing and creating new tourism sites and services, with at least 10 new locations distributed across the various governorates and key tourist destinations in Jordan. Encouraging internal tourism would help activate local markets and revitalize various regions, creating new economic opportunities for local businesses.
2. Marketing and Promoting Jordan as a Holistic Destination
The second pillar emphasizes promoting Jordan as a unified destination that integrates all economic sectors, with tourism leading the charge. This would involve targeting new markets, supporting travel agencies, and attracting new types of tourism. It is important to incentivize based on results and accomplishments rather than providing lump sum support. Furthermore, funding for low-cost airlines should be redirected toward national carriers, such as Royal Jordanian and private airline companies, as well as hotels, restaurants, and tourism transport services. Additionally, investments should be made to develop and improve tourism sites, ensuring the provision of essential services at these locations.
3. Promoting Jordan as an Independent Tourism Destination
This pillar focuses on positioning Jordan as a standalone tourist destination while fostering regional cooperation with neighboring and friendly countries. Joint programs could be developed to attract visitors as a single tourism package, with Jordan serving as a central hub. This approach leverages Jordan’s iconic landmarks, such as Petra and the Dead Sea, to draw tourists and maximize the country’s tourism potential.
4. National Projects and Establishing a Tourism Development Company
A key pillar involves launching national tourism-related projects, including the establishment of a dedicated tourism development company. This entity would be responsible for creating new hotels, hotel apartments, chalets, and beachfront facilities in key areas like the Dead Sea and Aqaba. The focus would be on expanding Jordan’s tourism infrastructure and providing high-quality accommodations to meet growing demand.
5. Large-Scale Projects with Significant Economic Impact
This pillar centers on the development of large, high-impact projects such as new airports (e.g., a Petra airport), tourist transportation infrastructure, and railways. These major projects would be government-owned and would play a critical role in enhancing tourism connectivity and accessibility, while also contributing to the broader national economy.
6. Fostering Tourism Culture and Engaging Local Communities
It is essential to integrate local communities into the tourism experience, making them part of the destination’s cultural fabric. This includes educating them about the tangible and intangible heritage of their region and encouraging them to share these stories with visitors. Engaging locals in tourism initiatives helps preserve cultural heritage while enhancing the visitor experience.
7. Strategic Allocation of Tourism Resources Through Clear Programs
Tourism resources should be strategically distributed through annual, monthly, and seasonal programs. These offerings should include carefully crafted tourism packages at various price points, allowing travel agencies to play a role in marketing and distributing them. Such efforts would ensure that Jordan remains competitive in the global tourism market.
8. Revitalizing and Developing Tourism Sites and Services
This pillar focuses on rejuvenating and enhancing existing tourist sites by adding new activities, facilities, and services along key tourism routes. Programs and events catering to all age groups, such as shopping centers, recreational spaces, and adventure activities, should be developed to create a more dynamic tourism experience. Constant renewal and innovation are essential to keep attracting new tourists and retaining repeat visitors.
9. Media Outreach and Public Relations
It is crucial to communicate Jordan’s strengths through media outlets, articles, and press coverage, highlighting the country’s safety and its role as a stable haven in the Middle East. Jordan has proven to be a safe passage for refugees, tourists, and workers affected by conflicts in neighboring countries. Promoting this narrative will enhance the country’s image and increase its appeal as a tourist destination.
10. Highlighting Positives and Countering Misinformation
Efforts should be made to highlight the positive aspects of Jordan, whether through videos, speeches, or social media posts. Additionally, it is important to confront online negativity, including disinformation campaigns that aim to tarnish Jordan’s image. Citizens themselves can play an active role by reporting or restricting malicious content.
11. Separating Politics from Economic Activity
Lastly, it is essential to separate politics and geopolitical challenges from business operations. Despite global uncertainties, individuals must continue to work, engage in economic activities, and pursue their professional duties. In times of economic slowdown or inflation, it is even more critical to focus on marketing and production. These moments represent key opportunities to revitalize commercial markets and bolster economic sectors.
